Creation of Autochthonous Croatian Brands - An answer to Globalization Challenges (CROSBI ID 497112)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Meler, Marcel
engleski
Creation of Autochthonous Croatian Brands - An answer to Globalization Challenges
As a transitional country, the Republic of Croatia is also faced with great globalization threats. Unable to fight the global brands competition on its market directly, it is left to find out the economic growth ways of its own while creating the autochthonous Croatian product brands. Thereby, Croatia has to primarily insist on the creation of a positive country image of its own, which could be predominantly operationalized in tourism industry based on ecotourism and ecofood. A country image created in such a way would also simultaneously be a fundament for the creation of autochthonous Croatian brands that may objectively have chances for an international market success while creating a sustainable competitive advantage.
brands; Croatia; globalization; marketing;
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Podaci o prilogu
501-508-x.
2004.
objavljeno
Podaci o matičnoj publikaciji
2004 International Conference, "Navigating Crisis and Opportunities in Global Markets: Leadership, Strategy and Governance"
Delener, Nedjet ; Chao, Chiang-nan
Cape Town: Clobal Busienss and technology Association
Podaci o skupu
2004 International Conference, "Navigating Crisis and Opportunities in Global Markets: Leadership, Strategy and Governance"
predavanje
08.06.2004-12.06.2004
Cape Town, Južnoafrička Republika