Warsaw School of Economics Press
The monograph by Marzanna Witek-Hajduk touches upon issues important for the contemporary development of knowledge about international brand strategies implemented by companies from the so-called emerging economies and markets (Latin America, Asia, Africa, China, and Eastern Europe). The author concentrates on the so-called “brand orientation of a company” and its significance for the strategy of creating a strong brand with an international outreach, especially in the context of shaping the international competitiveness of entities representing an emerging economy.
With regard to the content of the individual parts of this extensive monograph, one needs to emphasize the logic and legibility of the argumentation noticeable in the internal layout of the publication. First, in the introduction to the book, the author formulates an ambitious set of research goals (theoretical, empirical, methodical, and practical), a list of research questions, and a group of research hypotheses concerning the realization of the empirical goal. There is also a diagram showing the subsequent stages of research carried out by the author, which is a good preparation for the further reading of this original work.
The first three chapters of Marzanna Witek-Hajduk's monograph are of a theoretical and cognitive nature and contain a full identification of the challenges for companies representing Eastern markets, in terms of creating international product brand strategies. The author directs the reader's attention to the new problem of brand management on the international market in the context of the resource management concept and the concept of a company's dynamic capabilities. It should be agreed that the main challenge for companies from the emerging markets is to adapt their internationalization strategies to their resources and competitive advantages, and to create or acquire key resources and capabilities, including brand management in foreign markets.
In Chapter 1,
Chapter 2, entitled
Chapter 3 of the book,
Chapter 5, the final chapter of the monograph, entitled
To sum up, thanks to extensive and in-depth research into the world's achievements to date and methodically advanced procedure of empirical research, the author has fully achieved the ambitious goals of the monograph. I am convinced that the conceptualization of knowledge and the multidimensional analyses and their results reliably document the nature of brand influence on the international competitiveness of the enterprises from the emerging markets, including Polish enterprises. The author has successfully identified and filled the existing gaps in the existing knowledge of business management and its particular resource – the brand on foreign markets – in conditions of growing competitiveness. Moreover, she has indicated specific practical recommendations for Polish enterprises in the area of internationalization of brand strategy and the so-called limitations of research and directions of further research.
Bearing in mind the numerous commendable qualities of Marzanna Witek-Hajduk's monograph,
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