About: A Proposed Managerial Framework for International Marketing Operations In The Fast Food Industry

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rdf:type	skos:Concept http://linked.opendata.cz/ontology/domain/vavai/Vysledek
Description	When choosing marketing strategies for international markets, one of the factors that should be considered is the cultural differences that exist among consumers in different countries. If the branding strategy has to be contextual and in tune with the culture, then the brand positioning variables has to interact, adapt and respond to the cultural variables in which the brand is operating. This study provides an overview of the relevance of culture in the development of an effective branding strategy in the international business environment. Hence, the main objective of this study is to provide a managerial framework for developing strategies for cross cultural brand management. The framework is useful because it incorporates the variables that are important in the competitiveness of fast food enterprises irrespective of their size. It provides practical, When choosing marketing strategies for international markets, one of the factors that should be considered is the cultural differences that exist among consumers in different countries. If the branding strategy has to be contextual and in tune with the culture, then the brand positioning variables has to interact, adapt and respond to the cultural variables in which the brand is operating. This study provides an overview of the relevance of culture in the development of an effective branding strategy in the international business environment. Hence, the main objective of this study is to provide a managerial framework for developing strategies for cross cultural brand management. The framework is useful because it incorporates the variables that are important in the competitiveness of fast food enterprises irrespective of their size. It provides practical, (en)
Title	A Proposed Managerial Framework for International Marketing Operations In The Fast Food Industry A Proposed Managerial Framework for International Marketing Operations In The Fast Food Industry (en)
skos:prefLabel	A Proposed Managerial Framework for International Marketing Operations In The Fast Food Industry A Proposed Managerial Framework for International Marketing Operations In The Fast Food Industry (en)
skos:notation	RIV/70883521:28120/11:43867468!RIV13-MSM-28120___
http://linked.open...avai/predkladatel	Fakulta managementu a ekonomiky
http://linked.open...avai/riv/aktivita	S
http://linked.open...avai/riv/aktivity	S
http://linked.open...iv/cisloPeriodika	11
http://linked.open...vai/riv/dodaniDat	2013
http://linked.open...aciTvurceVysledku	Chovancová, Miloslava Asamoah, Emmanuel Selase
http://linked.open.../riv/druhVysledku	J - Článek v odborném periodiku
http://linked.open...iv/duvernostUdaju	S - Úplné a pravdivé údaje nepodléhající ochraně podle zvláštních právních předpisů
http://linked.open...titaPredkladatele	Univerzita Tomáše Bati ve Zlíně / Fakulta managementu a ekonomiky
http://linked.open...dnocenehoVysledku	184083
http://linked.open...ai/riv/idVysledku	RIV/70883521:28120/11:43867468
http://linked.open...riv/jazykVysledku	eng - angličtina
http://linked.open.../riv/klicovaSlova	culture, branding strategy, marketing mix, mass customization, standardization (en)
http://linked.open.../riv/klicoveSlovo	culture branding strategy marketing mix mass customization standardization
http://linked.open...odStatuVydavatele	TR - Turecká republika
http://linked.open...ontrolniKodProRIV	[601AD4FF05FD]
http://linked.open...i/riv/nazevZdroje	Proceedings of World Academy of Science, Engineering and Technology
http://linked.open...in/vavai/riv/obor	AE
http://linked.open...ichTvurcuVysledku	2 (xsd:int)
http://linked.open...cetTvurcuVysledku	2 (xsd:int)
http://linked.open...UplatneniVysledku	2011
http://linked.open...v/svazekPeriodika	Neuveden
http://linked.open...iv/tvurceVysledku	Asamoah, Emmanuel Selase Chovancová, Miloslava
issn	2010-376X
number of pages	7 (xsd:int)
http://localhost/t...ganizacniJednotka	28120
is http://linked.open...avai/riv/vysledek of	A Proposed Managerial Framework for International Marketing Operations In The Fast Food Industry

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