Factors Favoring the International Positioning of Companies with a Registered Trademark in Colombia

Campo López-Rodríguez, Gerson Cristancho-Triana, Rony Moscoso-Aldana, Greicy Martínez-Cruz

2022

Abstract

The international positioning of brands is a relevant competitive advantage for organizations with a high market orientation. Therefore, this study used bivariate correlations through Spearman's Rho coefficient to identify the factors that favor international positioning in organizations that have a registered trademark in the city of Bogota, Colombia. According to the size of the companies, the factors are: the capacity to generate income through licenses of use, the cultural perceptions of the market around the brand and the existence of trademark registrations; with respect to the time in the market that these organizations have, the factors visualized are: the capacity to turn the brand into one of the most valuable assets of the organization, the power to increase market share and finally to obtain trust and support from the market towards the brand.

Paper Citation

in Harvard Style

López-Rodríguez C., Cristancho-Triana G., Moscoso-Aldana R. and Martínez-Cruz G. (2022). Factors Favoring the International Positioning of Companies with a Registered Trademark in Colombia. In Proceedings of the 4th International Conference on Finance, Economics, Management and IT Business - Volume 1: FEMIB, ISBN 978-989-758-567-8, pages 115-122. DOI: 10.5220/0011069900003206

in Bibtex Style

@conference{femib22,
author={Campo López-Rodríguez and Gerson Cristancho-Triana and Rony Moscoso-Aldana and Greicy Martínez-Cruz},
title={Factors Favoring the International Positioning of Companies with a Registered Trademark in Colombia},
booktitle={Proceedings of the 4th International Conference on Finance, Economics, Management and IT Business - Volume 1: FEMIB,},
year={2022},
pages={115-122},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011069900003206},
isbn={978-989-758-567-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference on Finance, Economics, Management and IT Business - Volume 1: FEMIB,
TI - Factors Favoring the International Positioning of Companies with a Registered Trademark in Colombia
SN - 978-989-758-567-8
AU - López-Rodríguez C.
AU - Cristancho-Triana G.
AU - Moscoso-Aldana R.
AU - Martínez-Cruz G.
PY - 2022
SP - 115
EP - 122
DO - 10.5220/0011069900003206