International Brand Strategies. The Perspective of the Companies from Emerging Markets

• Autorzy: Mirosława Pluta-Olearnik
• Języki publikacji: EN

Abstrakty

EN

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)

Słowa kluczowe

EN

Review; Brand; Brand strategy

PL

Recenzja; Marka; Strategia marki

• Czasopismo: International Journal of Management and Economics
• Rocznik: 2020
• Tom: 56
• Numer: nr 4
• Strony: 370--371

Twórcy

autor

Mirosława Pluta-Olearnik

• Wrocław University of Economics, Poland

Identyfikatory

DOI

https://doi.org/10.2478/ijme-2020-0027