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After Brexit: Rethinking the structure of the UK economy and its branding strategies
Author(s) -
Ardley Barry
Publication year - 2018
Publication title -
strategic change
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.527
H-Index - 16
eISSN - 1099-1697
pISSN - 1086-1718
DOI - 10.1002/jsc.2228
Subject(s) - brexit , currency , falling (accident) , economics , perception , business , international economics , international trade , monetary economics , european union , medicine , environmental health , neuroscience , biology
Brexit is currently making the economic climate uncertain. It will have an impact on the economic health of the UK economy and its products may suffer as consequence. It presents conditions for engendering both the positive and negative features of a falling currency. Associated with Brexit is the possibility of negative customer brand perceptions, a result of the UK country of origin effect. This raises the issue of considering alternative strategic routes to growth.