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