Nội dung được dịch bởi AI, chỉ mang tính chất tham khảo
Chiến lược Xây dựng Thương hiệu của Các Công ty Sinh ra Toàn cầu
Tóm tắt
Các công ty sinh ra toàn cầu đã được nghiên cứu trong suốt một thập kỷ qua. Tuy nhiên, rất ít tài liệu được công bố về những thách thức mà các công ty này phải đối mặt trong nỗ lực xây dựng thương hiệu. Nghiên cứu này xem xét các chiến lược xây dựng thương hiệu của 30 công ty nhỏ và vừa sinh ra toàn cầu tại Phần Lan. Kinh nghiệm, phẩm chất và định hướng toàn cầu của người sáng lập và nhóm quản lý cấp cao được cho là quan trọng cho thành công của các công ty sinh ra toàn cầu trong việc đạt được các thành tựu xây dựng thương hiệu. Một luận điểm chính là các công ty sinh ra toàn cầu hoạt động trong lĩnh vực doanh nghiệp với doanh nghiệp và doanh nghiệp với người tiêu dùng có sự khác biệt trong các chiến lược xây dựng thương hiệu và cách tiếp cận của họ. Phân tích cho thấy một yêu cầu lớn; các chiến lược xây dựng thương hiệu là động và phụ thuộc vào mức độ toàn cầu hóa.
Từ khóa
#công ty sinh ra toàn cầu #xây dựng thương hiệu #chiến lược xây dựng thương hiệu #doanh nghiệp #Phần LanTài liệu tham khảo
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