IMPLEMENTATION OF BRAND-PORTFOLIO STRATEGIES AS A CONDITION FOR COMPETITIVE ADVANTAGE (THE CASE OF MACEDONIAN COMPANIES)

Midovska, Marija (2014) IMPLEMENTATION OF BRAND-PORTFOLIO STRATEGIES AS A CONDITION FOR COMPETITIVE ADVANTAGE (THE CASE OF MACEDONIAN COMPANIES). Horizons, 12. pp. 169-178. ISSN 1857-856X

[img]
Preview
Text
HORIZONTI_12 dok.pdf

Download (145kB) | Preview

Abstract

The paper elaborate distinctive area of the brand-management that is concerned with designing brand-portfolio strategies for optimizing the companies’ brand-portfolio. A special attention is given to Macedonian companies that can achieve their competitiveness in the long-term, only through updating positive experiences and practice in this branch. The main objective of the research is to analyze the current state of the brand-portfolio strategies, i.e. their contribution in the creation of the companies' maintaining competitive advantage. The paper objectives are mainly concerned with the implications of the effective brand-portfolio strategies on the costumers and the company, along with the role of the brand-strategies in creating value for the customer and profit for the company. The research was conducted with various research methods for data collection such as the methods of analysis, synthesis, comparison and case study, as well as other methods that are applicable in this branch.

Item Type: Article
Subjects: Scientific Fields (Frascati) > Social Sciences > Economics and Business
Divisions: Faculty of Economics
Depositing User: Mr Dimitar Risteski
Date Deposited: 13 Dec 2019 06:57
Last Modified: 13 Dec 2019 06:57
URI: http://eprints.uklo.edu.mk/id/eprint/2193

Actions (login required)

View Item View Item