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Brand management of Slovenian export companies

Aleksandra Pisnik Korda ; Ekonomsko-poslovna Fakulteta, Univerza v Mariboru
Boris Snoj ; Ekonomsko-poslovna Fakulteta, Univerza v Mariboru


Puni tekst: engleski pdf 275 Kb

str. 7-23

preuzimanja: 730

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Sažetak

This paper describes the characteristics of brand management in the context of the companies in Slovenia that are intensively engaged in the internationalization of their business operations. Using a sample of the 200 largest export companies in Slovenia, it explores the impact of internationalized business operations on the marketing mix component strategies to identify the most frequent internal and external hindrances to the internationalization that exert influence on the companies’ most important brands. The paper also analyzes the importance of long-term experience and knowledge of the market in the consolidation of brand effectiveness and the companies’ reputation and ascertains whether the companies with a higher level of internationalization employ a larger number of less tangible brand performance criteria than those with a lower level of internationalization.

Ključne riječi

brand management, internationalization, Slovenia

Hrčak ID:

52783

URI

https://hrcak.srce.hr/52783

Podaci na drugim jezicima: hrvatski

Posjeta: 1.144 *