USE OF REBRANDING IN MARKETING SPHERE OF INTERNATIONAL ENTREPRENEURSHIP

Vyacheslav Makedon and Hanna Zaikina
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Vyacheslav Makedon: Oles Honchar Dnipro National University, Ukraine
Hanna Zaikina: Ukrainian State Universiti of Railway Transport, Ukraine

International Journal of Entrepreneurship, 2020, vol. 24, issue 1

Abstract: The paper determines the organizational and effective approached to the use of the rebranding technology in marketing sphere of international entrepreneurship. The main components of the effectiveness of the corporate rebranding for entrepreneurs were distinguished. The model of complex assessment of the effectiveness of corporate rebranding for the provision of the interrelationship between the marketing strategical goals and results was developed. The decomposition and systematization of indicators of the stakeholder effectiveness in the model of the complex assessment of the rebranding for entrepreneurs.

Keywords: International Entrepreneurship; Entrepreneur; Marketing Sphere; Rebranding Technology; Stakeholder E (search for similar items in EconPapers)
JEL-codes: Q13 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ris:ijentr:0159

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