- Tytuł:
- International Expansion of Brands by Realization of Co-Branding Strategy
- Autorzy:
-
Grębosz, Magdalena
Otto, Jacek - Powiązania:
- https://bibliotekanauki.pl/articles/522196.pdf
- Data publikacji:
- 2013
- Wydawca:
- Uniwersytet Ekonomiczny w Katowicach
- Tematy:
-
Marka wspólna
Rynki międzynarodowe
Strategia marki
Zarządzanie produktem, Patenty
Brand strategy
Co-branding
International market
Patent
Product management - Opis:
- The process of internationalization implies a number of questions connected with brand management. The companies seek innovative methods of international brand expansion. These methods include - i.a. - brand extension, brand licensing, acquisition of patent rights and co-branding. The purpose of this article is to discuss and analyse the possibility of international expansion by realization of co-branding strategy. In the paper the results of existing and own research concerning the impact of co-branding on the international expansion of brands are analyzed. From a theoretical and practical standpoint, this paper contributes to brand alliances research and has provided a better understanding of application of co-branding strategy on international market.
- Źródło:
-
Journal of Economics and Management; 2013, 14; 77-87
1732-1948 - Pojawia się w:
- Journal of Economics and Management
- Dostawca treści:
- Biblioteka Nauki
Artykuł