International Marketing and Analyses of Internal Business Environment

• Autorzy: Anna Križanová , Monika Miháliková
• Języki publikacji: EN

Abstrakty

EN

The aim of the internal environment analysis is to identify the strengths and weaknesses in the internal business environment. The analysis of strengths and weaknesses in the company must be unconditionally prepared to determine what position can be taken by the company, in foreign markets. It includes the identification of the strengths and weaknesses of the company as well as the analysis of the competition. It refers to the analysis of the internal business environment; it means the analysis of internal factors that are directly influenced by companies. This paper deals with known and reliable methods of analysis of the internal environment, which can be recommended for the company verifying its position in selected foreign markets. Those methods are vulnerability analysis and evaluation of competitive force of the company.(original abstract)

Słowa kluczowe

EN

International marketing; Business analysis; Business environment

PL

Marketing międzynarodowy; Analiza biznesowa; Otoczenie biznesu

• Czasopismo: Logistyka
• Rocznik: 2012
• Numer: nr 3, CD 1
• Strony: 1177--1180

Twórcy

autor

Anna Križanová

• University of Žilina

autor

Monika Miháliková

• University of Žilina

Bibliografia

• [1] Cateora P. R. - Graham, J. L.: International Marketing. 13th Ed. New York: McGraw - Hill, International Edition, 2007. ISBN 0-07-110594-8.
• [2] Churchill G.A.: Marketing Research. New York: The Dryden Press, 1995.
• [3] Crouch W. - Housden M.: Marketing Research for Managers. Third Edition. Butterworth-Heinemann, 2003. ISBN 0750654538.
• [4] Slávik Š: Strategický manažment. Bratislava: SPRINT, 2005.
• [5] Križanová, A.: a kol.: VEGA 1/0519/11 Positioning and brand value - integrated model of brand building and maintaining as a source of competitive advantage