Super cena

Marketing of a Foreign Automotive Brand - David Matousek

+ Dodaj do porównania Dodaj do listy zakupowej

The Case of Skoda in Taiwan

Rozmiar

398,92 zł

/ szt.

Najniższa cena z 30 dni przed obniżką: ~~378,00 zł~~ / szt.+5%

Cena regularna: ~~402,08 zł~~ / szt.-1%

Możesz kupić także poprzez:

Produkt dostępny

14 dni na łatwy zwrot

Bezpieczne zakupy

The internationalization of marketing activities is a well-known and growing phenomenon. The companies that are unable to pursue global opportunities are at high risk since it could eventually lead them to lose their domestic markets. A company's failure abroad often results from the inability to meet the culturally based needs and wants of local consumers. Taiwan represents a specific consumer culture with a strong persistence of traditional Confucian values. This study investigates the reasons for the failure of Skoda Auto - an internationally successful and growing Czech automaker - in Taiwan through the analysis of its marketing strategy. Consumer culture theory and country-of-origin effects are used in this study to explain the consumer's behavior. The qualitative approach and case study methodology was carried out. Skoda marketing strategy was described and evaluated based on the marketing mix conception. Understanding the reasons for the success, or the failure of a foreign company on a specific market may represent an excellent learning opportunity for managers, marketing students and everyone else interested in international marketing.

EAN: 9783639162349

Producent

Kod produktu

234GDP03527KS

Rok wydania

Elementy

Oprawa

Miekka

Format

15.2x22.9cm

Język