Brand Management as an Internationalization Strategy for SME: A Multiple Case Study

ABSTRACT

This research examines the role of branding in the Portuguese SME internationalization process and how the internationalization and brand strategies are articulated in the search for a better business performance within a competitive framework and increasing competitiveness environment. The article aims specifically at: (a) the strategy of creation and brand management; (b) the relevance given to the brand; (c) the importance of brand creation and management in the internationalization strategy. We chose a qualitative methodology, based on four cases studies. Our results suggest that branding strategies of SME cannot be compared with the strategies of multinationals. Budgetary constraints and human resources lead companies to invest in low-cost strategies. The importance of the brand lies in the distinction that allows competition with similar products within the sectors. Management of the brand does not come up as an essential strategy for the internationalization of a Portuguese SME.     

Sul premio dell'assicurazione mista in presenza di tare

Con procedimento analitico si determina la formula di Lidstone per l'assicurazione mista su due teste tarate, qualunque sia il tipo di sopramortalità Si esaminano poi i casi di sopramortalità crescente, costante e decrescente e si deducono le formule che forniscono il premio puro mediante gli analoghi premi su teste normali, assegnando l'espressione dell'errore che si commette applicando tali formule.

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Through analytical methods we obtain Lidstone's formula for a mixed insurance on two extra risks.We also give an expression of the related approximation error.

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Pervenuto il 15-3-82     

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