Case study describing how the mobile operator MobiMak, in the multicultural environment of Macedonia, has developed and re-branded itself from an inward-looking technology company into a consumer-centred, marketing-oriented one, as Macedonia itself has emerged into free-market capitalism.
Branding Not Blending in a Multicultural Environment. Not Just a Change of Logo but a Change of Philosophy
Elena GligorovskaMOBIMAK, Macedonia
MACEDONIA AND TRANSITIONAL CHALLENGES
Macedonia is one of the former Yugoslav republics with 2.1...