International marketing and analyses of internal business environment

• Autorzy: Križanová A.
• Języki publikacji: EN

Abstrakty

EN

The aim of the internal environment analysis is to identify the strengths and weaknesses in the internal business environment. The analysis of strengths and weaknesses in the company must be unconditionally prepared to determine what position can be taken by the company, in foreign markets. It includes the identification of the strengths and weaknesses of the company as well as the analysis of the competition. It refers to the analysis of the internal business environment; it means the analysis of internal factors that are directly influenced by companies. This paper deals with known and reliable methods of analysis of the internal environment, which can be recommended for the company verifying its position in selected foreign markets. Those methods are vulnerability analysis and evaluation of competitive force of the company.

Słowa kluczowe

EN

international marketing; company's position on foreign markets; analysis of internal company environment

• Wydawca: Sieć Badawcza Łukasiewicz - Poznański Instytut Technologiczny
• Czasopismo: Logistyka
• Rocznik: 2012
• Tom: nr 3
• Opis fizyczny: Bibliogr. 5 poz., tab., pełen tekst na cD

Twórcy

autor

Križanová A.

• University of Žilina, Faculty of Operations and Economics of Transport and Communications, 010 26 Žilina, Univerzitná 1, Slovakia

Bibliografia

• [1] Cateora P. R. – Graham, J. L.: International Marketing. 13th Ed. New York: McGraw – Hill, International Edition, 2007. ISBN 0-07-110594-8.
• [2] Churchill G.A.: Marketing Research. New York: The Dryden Press, 1995.
• [3] Crouch W. - Housden M.: Marketing Research for Managers. Third Edition. Butterworth-Heinemann, 2003. ISBN 0750654538.
• [4] Slávik Š: Strategický manažment. Bratislava: SPRINT, 2005.
• [5] Križanová, A.: a kol.: VEGA 1/0519/11 Positioning and brand value - integrated model of brand building and maintaining as a source of competitive advantage.