- Autor
- Pluta-Olearnik Mirosława (Wrocław University of Economics, Poland)
- Tytuł
- International Brand Strategies. The Perspective of the Companies from Emerging Markets
- Źródło
- International Journal of Management and Economics, 2020, vol. 56, nr 4, s. 370-371
Zeszyty Naukowe / Szkoła Główna Handlowa. Kolegium Gospodarki Światowej - Słowa kluczowe
- Recenzja, Marka, Strategia marki
Review, Brand, Brand strategy - Uwagi
- summ.
- Abstrakt
- 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)
- Dostępne w
- Biblioteka SGH im. Profesora Andrzeja Grodka
- Pełny tekst
- Pokaż
- Cytowane przez
- ISSN
- 2299-9701
- Język
- eng
- URI / DOI
- http://dx.doi.org/10.2478/ijme-2020-0027
