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Journal of Marketing Management Volume 33, 2017 - Issue 7-8: The question of ‘alternatives’ within food and drink markets and marketing
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Making a market for alternatives: marketing devices and the qualification of a vegan milk substitute

Christian Fuentesa Department of Service Management, Lund University, Helsingborg, Sweden;b Centre for Consumer Science, University of Gothenburg, Gothenburg, SwedenCorrespondence[email protected]
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Maria Fuentesb Centre for Consumer Science, University of Gothenburg, Gothenburg, SwedenView further author information
Pages 529-555 | Received 01 Jun 2016, Accepted 21 Jan 2017, Published online: 25 May 2017

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