Czech food and regional brands within the globalized market

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F13%3A%230002249" target="_blank" >RIV/47813059:19520/13:#0002249 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Czech food and regional brands within the globalized market
Original language description
The article deals with the theoretical and practical aspects of developing regional brands as part of intercultural marketing. It is based on the global trend of market development and points to some of its counterparts based on the cultural differencesexpressed in the needs of customers, which may be an opportunity for small and medium enterprises doing business locally. The theoretical part focuses on the process of globalization, intercultural marketing and euro-marketing as modern approaches to market development, including opportunities for SMEs in its application. The empirical part focuses on development of regional brands in the Czech Republic. Both, secondary and primary researches on the topic have been made. It also briefly introduces the regional brands and the European designations. It represents the consumers' attitude to foreign food and regional brands.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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