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Statements

Subject Item
n2:RIV%2F47813059%3A19520%2F13%3A%230002249%21RIV14-MSM-19520___
rdf:type
n7:Vysledek skos:Concept
dcterms:description
The article deals with the theoretical and practical aspects of developing regional brands as part of intercultural marketing. It is based on the global trend of market development and points to some of its counterparts based on the cultural differences expressed in the needs of customers, which may be an opportunity for small and medium enterprises doing business locally. The theoretical part focuses on the process of globalization, intercultural marketing and euro-marketing as modern approaches to market development, including opportunities for SMEs in its application. The empirical part focuses on development of regional brands in the Czech Republic. Both, secondary and primary researches on the topic have been made. It also briefly introduces the regional brands and the European designations. It represents the consumers' attitude to foreign food and regional brands. The article deals with the theoretical and practical aspects of developing regional brands as part of intercultural marketing. It is based on the global trend of market development and points to some of its counterparts based on the cultural differences expressed in the needs of customers, which may be an opportunity for small and medium enterprises doing business locally. The theoretical part focuses on the process of globalization, intercultural marketing and euro-marketing as modern approaches to market development, including opportunities for SMEs in its application. The empirical part focuses on development of regional brands in the Czech Republic. Both, secondary and primary researches on the topic have been made. It also briefly introduces the regional brands and the European designations. It represents the consumers' attitude to foreign food and regional brands.
dcterms:title
Czech food and regional brands within the globalized market Czech food and regional brands within the globalized market
skos:prefLabel
Czech food and regional brands within the globalized market Czech food and regional brands within the globalized market
skos:notation
RIV/47813059:19520/13:#0002249!RIV14-MSM-19520___
n7:predkladatel
n8:orjk%3A19520
n3:aktivita
n9:I
n3:aktivity
I
n3:dodaniDat
n5:2014
n3:domaciTvurceVysledku
n13:9863583 n13:2799928 n13:9211527
n3:druhVysledku
n4:D
n3:duvernostUdaju
n14:S
n3:entitaPredkladatele
n16:predkladatel
n3:idSjednocenehoVysledku
67707
n3:idVysledku
RIV/47813059:19520/13:#0002249
n3:jazykVysledku
n21:eng
n3:klicovaSlova
Globalization; intercultural marketing; euro-marketing; regional brands; SME; customer preferences
n3:klicoveSlovo
n6:customer%20preferences n6:euro-marketing n6:regional%20brands n6:intercultural%20marketing n6:SME n6:Globalization
n3:kontrolniKodProRIV
[1124D638105A]
n3:mistoKonaniAkce
Singapur
n3:mistoVydani
Miramar
n3:nazevZdroje
Advanced Social Science Letters
n3:obor
n19:AE
n3:pocetDomacichTvurcuVysledku
3
n3:pocetTvurcuVysledku
3
n3:rokUplatneniVysledku
n5:2013
n3:tvurceVysledku
MATUŠÍNSKÁ, Kateřina STOKLASA, Michal STARZYCZNÁ, Halina
n3:typAkce
n11:WRD
n3:zahajeniAkce
2013-10-11+02:00
s:numberOfPages
7
n12:hasPublisher
American Applied Sciences Research Institute
n17:isbn
978-1-937728-07-6
n18:organizacniJednotka
19520