University of Primorska University Library (UPUK)
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Vloga znamčenja v malih in srednje velikih podjetjih [Elektronski vir]Vidic, Franci, 1957- ; Vadnjal, Jaka, 1965-Namen članka je prikazati odnos do znamčenja oziroma upravljanja z blagovnimi znamkami med malimi in srednje velikimi podjetji. Tradicionalno povezujemo znamčenje z znamkami velikih svetovnih ... korporacij, pri čemer večkrat pozabljamo, da se tudi mala in srednje velika podjetja na svoj način ukvarjajo s svojimi znamkami. V raziskavi identiciramo štiri tipe podjetij glede na njihov odnos do blagovnih znamk. Poimenujemo jih ignoranti, uporabniki, nizkocenovni ponudniki in diferencirani ponudniki. Če sta prvi dve skupini razdeljeni glede na različno stopnjo kompleksnosti uporabe sicer enostavnega znamčenja in sta uporabljani predvsem na lokalnem trgu, kjer podjetja večinoma poslujejo, lahko za zadnji dve ugotovimo, da sta v skladu z opredelitvijo generične strategije posameznega podjetja in njihovega načina rasti.Source: Management [Elektronski vir]. - ISSN 1854-4231 (Letn. 8, št. 4, zima 2013, Str. 273-289)Type of material - e-article ; adult, seriousPublish date - 2013Language - slovenianCOBISS.SI-ID - 513233026
Author
Vidic, Franci, 1957- |
Vadnjal, Jaka, 1965-
Topics
mala in srednje velika podjetja |
znamčenje |
strategije |
strategije |
small and medium-zized enterprises |
SMEs |
branding |
strategies |
strategies
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DRS, in which the journal is indexed
| Database name | Field | Year |
|---|
| Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
|---|---|
| Vidic, Franci, 1957- | 14991 |
| Vadnjal, Jaka, 1965- | 22247 |
Source: Personal bibliographies
and: SICRIS
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