{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:DOC-27E7WRL7/1d4eee42-9060-4b78-b546-0e3517c3446d/PDF","dcterms:extent":"997 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:DOC-27E7WRL7/e5208505-1d6f-42c1-8d7e-22ae802e3448/TEXT","dcterms:extent":"22 KB"}],"edm:TimeSpan":{"@rdf:about":"1997-2023","edm:begin":{"@xml:lang":"en","#text":"1997"},"edm:end":{"@xml:lang":"en","#text":"2023"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:DOC-27E7WRL7","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-NBP8CVHZ"},{"@xml:lang":"sl","#text":"Akademija MM"}],"dcterms:issued":"1997","dc:creator":["Arh, Tomaž","Štular, Milena","Vodopivec, Blaž"],"dc:format":[{"@xml:lang":"sl","#text":"številka:1"},{"@xml:lang":"sl","#text":"letnik:1"},{"@xml:lang":"sl","#text":"str. 59-64"}],"dc:identifier":["COBISSID_HOST:10258733","ISSN:1408-1652","URN:URN:NBN:SI:doc-27E7WRL7"],"dc:language":"sl","dc:publisher":{"@xml:lang":"sl","#text":"Marketing magazin"},"dc:subject":[{"@xml:lang":"sl","#text":"blagovne znamke"},{"@xml:lang":"en","#text":"brand names"},{"@xml:lang":"sl","#text":"Majoneza Hellmann's"},{"@xml:lang":"en","#text":"marketing"},{"@xml:lang":"en","#text":"Slovenia"},{"@xml:lang":"sl","#text":"Slovenija"},{"@xml:lang":"sl","#text":"Študije primerov"},{"@xml:lang":"sl","#text":"trženje"}],"dcterms:temporal":{"@rdf:resource":"1997-2023"},"dc:title":{"@xml:lang":"sl","#text":"Uvajanje blagovne znamke majoneze Hellmann's na slovenskem trgu - Študija primera|"},"dc:description":[{"@xml:lang":"sl","#text":"The reason why Kolinska had to switch the brand of mayonnaise from Thomy to Hellmannęs is in the ownership of Thomy and Knorr brands. The owner of Thomy is Nestle and the owner of Knorr is CPC. Until the end of 1995 Kolinska produced different products for Nestle and CPC. In 1995 Kolinska had to decideonly for one company. They decided for CPC"},{"@xml:lang":"sl","#text":"Lastnik blagovne znamke Thomy je družba Nestle, lastnik blagovne znamke Knorr pa družba CPC. Kolinska je do konca leta 1995 proizvajala izdelke blagovnih znamk Knorra in CPC-ja. Situacija v letu 1995 pa jo je prisilila, da se je morala odločiti le za eno družbo. Odločila se je za CPC. To pa je pomenilo, da Kolinska izgubi licenco za majonezo Thomy, katere lastnik je Nestle in pridobi licenco za majonezo Hellmann's katere lastnik je CPC"}],"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:DOC-27E7WRL7","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:DOC-27E7WRL7"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:DOC-27E7WRL7/1d4eee42-9060-4b78-b546-0e3517c3446d/PDF"},"edm:rights":{"@rdf:resource":"http://rightsstatements.org/vocab/InC/1.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Društvo za marketing Slovenije"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:DOC-27E7WRL7/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:DOC-27E7WRL7"}}}}