The planning process for marketing a service about to enter a foreign market: a concept case study

Purpose of the article – this case study aims to provide a strategic marketing plan aimed at facilitating a successful deployment of the conceptual “BurKI” SaaS into the highly competitive German market. Research methodology – the concept is developed based on the analysis of market dynamics, com...

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Autori principali:	Blaženko Perić, Tanja Winter, Marcel Piskač, Ajla Rizvan, Neven Mehun, Tina Vukasović
Natura:	Artigo
Lingua:	Alemão
Pubblicazione:	DOBA Business School Maribor 2024-06-01
Serie:	Mednarodno Inovativno Poslovanje
Soggetti:	marketing strategy, international expansion, market localization, cultural sensitivity, competitive advantage
Accesso online:	https://journal.doba.si/OJS/index.php/jimb/article/view/357
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