Regional branding: co-operation as the way forward for small local business enterprises in the Czech Republic

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Regional branding: co-operation as the way forward for small local business enterprises in the Czech Republic

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Regional branding: co-operation as the way forward for small local business enterprises in the Czech Republic

Popis výsledku anglicky

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

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

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 periodika

The International Journal of Knowledge, Culture and Change Management: Annual Review

ISSN

1447-9524

e-ISSN

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Svazek periodika

12

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

14

Strana od-do

39 - 52

Kód UT WoS článku

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EID výsledku v databázi Scopus

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