Product policy of SC Electrecord S.A.
Journal Title: Manager Journal - Year 2009, Vol 10, Issue
Abstract
The global brand has the advantage of the scale economy, facilitates the company image and prestige and sometimes benefits even from its origin country effect. Its use is quite difficult (the semantic variations can impede the use of the same brand). The international brands act as a restriction against standardisation (the product should not be differentiated as there are internationally accepted and recognized brands). This paper makes an overview description of the general market environment, but also of the arket environment of SC ELECTRECORD S.A.; it underlines the product characteristics as well as the commercial diagnosis within SC ELECTRECORD S.A.
Authors and Affiliations
Cristina Andreescu
Keywords
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