Regional branding: co-operation as the way forward for small local business enterprises in the Czech Republic
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F13%3A43886300" target="_blank" >RIV/60076658:12510/13:43886300 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Regional branding: co-operation as the way forward for small local business enterprises in the Czech Republic
Original language description
Producers usually face two main problems: one is the standard product glut caused by too many products in the market and the other is the marketing communication channels competing to attract consumer interest to generate demand. Under these circumstances, it is not surprising that 10 percent of brands decline within the first five years. In general, only one out of ten brands has a chance of long-term survival. To increase the chances of brand survival, some companies use a co-operative approach, witha number of possible alternatives. As examples, in horizontal co-operation, several shops may build a common car park to attract more customers; and in vertical co-operation entrepreneurs from logistically challenging areas co-operate with each other byaggregating their demand through one supplier. The degree of co-operation may also extend to brand management, but this degree of sophisticated co-operation can only occur over time once a degree of trust and mutual benefit is evident. Br
Czech name
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Czech description
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Classification
Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
The International Journal of Knowledge, Culture and Change Management: Annual Review
ISSN
1447-9524
e-ISSN
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Volume of the periodical
12
Issue of the periodical within the volume
1
Country of publishing house
US - UNITED STATES
Number of pages
14
Pages from-to
39 - 52
UT code for WoS article
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EID of the result in the Scopus database
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