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...

Ausführliche Beschreibung

Bibliographische Detailangaben

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