- Author
- Pluta-Olearnik Mirosława (Wrocław University of Economics, Poland)
- Title
- International Brand Strategies. The Perspective of the Companies from Emerging Markets
- Source
- International Journal of Management and Economics, 2020, vol. 56, nr 4, s. 370-371
Zeszyty Naukowe / Szkoła Główna Handlowa. Kolegium Gospodarki Światowej - Keyword
- Recenzja, Marka, Strategia marki
Review, Brand, Brand strategy - Note
- summ.
- Abstract
- The monograph by Marzanna Witek-Hajduk touches upon issues important for the contemporary development of knowledge about international brand strategies implemented by companies from the so-called emerging economies and markets (Latin America, Asia, Africa, China, and Eastern Europe). The author concentrates on the so-called "brand orientation of a company" and its significance for the strategy of creating a strong brand with an international outreach, especially in the context of shaping the international competitiveness of entities representing an emerging economy.(fragment of text)
- Accessibility
- The Library of Warsaw School of Economics
- Full text
- Show
- Cited by
- ISSN
- 2299-9701
- Language
- eng
- URI / DOI
- https://doi.org/10.2478/ijme-2020-0027
