NATIONAL ASPECT AS A FACTOR STRENGTHENING COMPANY'S COMPETITIVENESS

被引：0
|
作者：
Vesela, Jitka [1 ]
机构：
[1] Vysoke Uceni Tech Brne, Fak Podnikatelska, Ustav Managementu, Brno 61200, Czech Republic
来源：
AKTUALNE POHL'ADY NA KONKURENCIESCHOPNOST' A PODNIKANIE - NOVE VYZVY | 2011年
关键词：
COO effect; consumer ethnocentrism; branding; cola drinks;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The paper deals with example of successful Czech cola-drink producer Kofola a.s. Company was faced with significant changes in political and economical development in Czechoslovakia. Through this company is shown using the ethnocentrism and country of origin effect which help this company to increase the competitiveness on the markets on which it operates. Chosen marketing strategy has made almost unforgettable mark one of the most popular brands in the Czech and Slovak Republics.
引用
收藏
页码：539 / 543
页数：5
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