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  • Brand management in the context of internationalized business operations : the case of companies in Slovenia
    Pisnik, Aleksandra, 1972- ; Snoj, Boris ; Hudoklin, Magda, 1973-
    In their paper authors describe some characteristics of brand management in the context of companies in Slovenia that are intensively engaging in the internationalization of their business ... operations. Using the sample of 200 largest companies in Slovenia in their research, the authors explore the impact of internationalized business operations on the strategies of marketing mix components with regard to the most important brand and try to find out which are the most frequent internal and external hindrances exerting influence upon companies' most important brand undergoing internationalization. They also analyse the importance of long-term experience and knowledge of the market in the consolidation of brand effectiveness and the companies' reputation and ascertain whether the examined companies exhibiting a higher level of internationalization of their business, compared with the ones exhibiting a lower level of internationalization, employ a larger number of less tangible brand performance criteria than their counterparts.
    Source: 14th International Product Development Management Conference, Porto, Portugal, June 11-12, 2007 (Str. 1117-1128)
    Type of material - conference contribution
    Publish date - 2007
    Language - english
    COBISS.SI-ID - 9198364

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