Positioning in SMEs : entrepreneurs' perceptions and strategies
Peter Fluhrer and Taiga Brahm
| Year of publication: |
2023
|
|---|---|
| Authors: | Fluhrer, Peter ; Brahm, Taiga |
| Published in: |
Journal of research in marketing and entrepreneurship. - Bingley : Emerald, ISSN 1471-521X, ZDB-ID 2524213-1. - Vol. 25.2023, 3, p. 431-454
|
| Subject: | Brand orientation | Brand positioning | Competitive positioning | Entrepreneurial marketing | Market orientation | Marketing strategy | Small business | Small- and medium-sized enterprise | KMU | SME | Marketingmanagement | Marketing management | Markenführung | Brand management | Entrepreneurship | Entrepreneurship approach | Markenimage | Brand image | Wettbewerbsstrategie | Competitive strategy | Unternehmer | Entrepreneurs |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRME-09-2021-0120 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014506492