Czech food and regional brands within the globalized market

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Czech food and regional brands within the globalized market

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Czech food and regional brands within the globalized market

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2013

Kód důvěrnosti údajů

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

Název statě ve sborníku

Advanced Social Science Letters

ISBN

978-1-937728-07-6

ISSN

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e-ISSN

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Počet stran výsledku

7

Strana od-do

183-190

Název nakladatele

American Applied Sciences Research Institute

Místo vydání

Miramar

Místo konání akce

Singapur

Datum konání akce

11. 10. 2013

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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