Cosma, Smaranda; Pop, Cornelia; Negrusa, Adina - In: Interdisciplinary Management Research 3 (2007), pp. 39-56
Dracula is an international brand, not a Romanian one. But Bram Stocker chose to locate his vampire in the mysterious location of Transylvania. Thus, Romania is the only country in the world which can exploit the myth of Dracula as being at its ‘home’. This could be considered a competitive...