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...

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Bibliographic Details

Main Authors:	Hernández-Gil, Cristian, Figueroa-Ramírez, Edward Fabián, Correa-Corrales, Luis Eduardo
Format:	Online
Language:	spa
Published:	Universidad Pedagógica y Tecnológica de Colombia 2018
Subjects:	repositioning; brand; competitiveness; Pymes; market. reposicionamiento; marca; competitividad; pymes; mercado.
Online Access:	https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/8505