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Brand management of Slovenian export companies

Author

Listed:
  • Aleksandra Pisnik Korda

    (Ekonomsko-poslovna Fakulteta, Univerza v Mariboru)

  • Boris Snoj

    (Ekonomsko-poslovna Fakulteta, Univerza v Mariboru)

Abstract

This paper describes the characteristics of brand management in the context of the companies in Slovenia that are intensively engaged in the internationalization of their business operations. Using a sample of the 200 largest export companies in Slovenia, it explores the impact of internationalized business operations on the marketing mix component strategies to identify the most frequent internal and external hindrances to the internationalization that exert influence on the companies’ most important brands. The paper also analyzes the importance of long-term experience and knowledge of the market in the consolidation of brand effectiveness and the companies’ reputation and ascertains whether the companies with a higher level of internationalization employ a larger number of less tangible brand performance criteria than those with a lower level of internationalization.

Suggested Citation

  • Aleksandra Pisnik Korda & Boris Snoj, 2008. "Brand management of Slovenian export companies," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 20(1), pages 7-23.
    • Handle: RePEc:zag:market:v:20:y:2008:i:1:p:7-23
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    References listed on IDEAS

    as
    1. Martin Glaum & Michael-Jörg Oesterle, 2007. "40 years of research on internationalization and firm performance: More questions than answers?," Management International Review, Springer, vol. 47(3), pages 307-317, June.
    2. Jean-Noël Kapferer, 2005. "The post global brand," Post-Print hal-00781536, HAL.
    3. Jean-François Hennart, 2007. "The theoretical rationale for a multinationality-performance relationship," Management International Review, Springer, vol. 47(3), pages 423-452, June.
    4. Hooley, Graham J. & Greenley, Gordon E. & Cadogan, John W. & Fahy, John, 2005. "The performance impact of marketing resources," Journal of Business Research, Elsevier, vol. 58(1), pages 18-27, January.
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