Change in Brand Positioning in the Czech Beer Market in the Period of 1998-2007

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F08%3A25906" target="_blank" >RIV/60460709:41110/08:25906 - 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

Change in Brand Positioning in the Czech Beer Market in the Period of 1998-2007

Original language description

The paper is focused on the analysis of beer brands in the Czech market. There are five main classes of beer brands ? global brands, whole state brands for lower segment, regional brands, local brands and restaurant microbreweries. Strategic portfolio and the comparison method were used for the analysis. The contribution arose in frame of solution of an institutional research intention MSM 6046070906 "Economics of Resources of Czech Agriculture and their Efficient use in Frame of Multifunctional Agri-food Systems" and internal grant of faculty 200811140022 "Marketing Aspects of Beer Trade Marks at the Market in Single Regions".

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

GA - Agricultural economics

OECD FORD branch

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Project

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Continuities

Z - Vyzkumny zamer (s odkazem do CEZ)

Publication year

2008

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Kvasný průmysl

ISSN

0023-5830

e-ISSN

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Volume of the periodical

54

Issue of the periodical within the volume

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Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

4

Pages from-to

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UT code for WoS article

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EID of the result in the Scopus database

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