Marketing concept and entry strategy for start-ups in the beverage sector: Case of Makava

Anita Macek, Stefan Tomicek, Hazbo Skoko, Vito Bobek

Research output: Book chapter/Published conference paperConference paperpeer-review

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Abstract

Purpose of this paper is to point out options how to administer long-lasting approaches in order to stay competitive, to expand markets and awareness on the part of the customer on the example of a small Austrian entity. The empirical research has revealed that in regards of purchasing behaviours, competition is deniable referring to brands, but the customers’ concerns about health and product quality are in the position to achieve a competitive advantage. Another finding was that above-the-line communication were not replacing old fashioned media, as well as personal recommendation is perceived as strong influence for the purchasing act.
Original languageEnglish
Title of host publicationПРОБЛЕМЫ СОВРЕМЕННОЙ АГРАРНОЙ НАУКИ
Subtitle of host publicationМинистерство сельского хозяйства Российской Федерации ФГБОУ ВО «Красноярский государственный аграрный университет»
EditorsЖ.Н. Шмелева
Place of PublicationКрасноярск
PublisherМинистерство сельского хозяйства Российской Федерации ФГБОУ ВО «Красноярский государственный аграрный университет»
Pages152-164
Number of pages23
Publication statusPublished - 15 Oct 2019

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