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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Autori principali:	Hernández-Gil, Cristian, Figueroa-Ramírez, Edward Fabián, Correa-Corrales, Luis Eduardo
Natura:	Online
Lingua:	spa
Pubblicazione:	Universidad Pedagógica y Tecnológica de Colombia 2018
Soggetti:	repositioning; brand; competitiveness; Pymes; market. reposicionamiento; marca; competitividad; pymes; mercado.
Accesso online:	https://revistas.uptc.edu.co/index.php/investigacion_duitama/article/view/8505