Rebranding: the road to competitiveness of small and medium businesses
The opening of new markets based on knowledge takes importance in the development of brands that are related to the lifestyle of the consumer. It is a challenge for the Pymes that have always underestimated their capacity to construct their own corporate identity. The aim of this paper is to analyze...
- Autores:
- Tipo de recurso:
- http://purl.org/coar/resource_type/c_6651
- Fecha de publicación:
- 2018
- Institución:
- Universidad Pedagógica y Tecnológica de Colombia
- Repositorio:
- RiUPTC: Repositorio Institucional UPTC
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.uptc.edu.co:001/10284
- Acceso en línea:
- https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/8505
https://repositorio.uptc.edu.co/handle/001/10284
- Palabra clave:
- repositioning; brand; competitiveness; Pymes; market.
reposicionamiento; marca; competitividad; pymes; mercado.
- Rights
- License
- Derechos de autor 2018 REVISTA DE INVESTIGACIÓN, DESARROLLO E INNOVACIÓN