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Implementing a Brand Strategy for a New Product: Releasing a New Product in a Multinational Company

Author

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  • Alexandra ION

    (The Bucharest Academy of Economic Studies, Romania)

Abstract

The present paper focuses on the issue of using marketing intruments (like innovation, creativity, revitalization) in multinational companies like Coca Cola. The research is about identifying the right options and marketing strategies, for implementing a new and healthy product on the market, and studying the consumer behavior, regarding the subject. In conclusion, this product could be a chance for this company to improve image and to take benefit by increasing the number of consumers.

Suggested Citation

  • Alexandra ION, 2011. "Implementing a Brand Strategy for a New Product: Releasing a New Product in a Multinational Company," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(6), pages 372-375, December.
  • Handle: RePEc:rom:rmcimn:v:12:y:2011:i:6:p:372-375
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    File URL: https://rmci.ase.ro/no12vol1s/Vol-12_No-1S_Article-57.pdf
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    More about this item

    Keywords

    brand strategy; multinational company; management.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General

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