• Irina Onyusheva Stamford International University, Bangkok
  • Kanchanatetee Vasuvat Stamford International University, Bangkok
Keywords: fashion, multi-label fashion store, behavior, Vietnam, influence, marketing


In today’s ever changing business environment, an entrepreneur can easily become overwhelmed. It’s vital, though, to stay focused on your goals for the company and be able to form and develop an appropriate strategy for business success.  As an entrepreneur, you also need to know who your competitors are. You also should understand the rival product or service that is being offering. This knowledge will help you better market your product or service to stand out, perhaps even using your competition’s weaknesses to your advantage. This article is devoted to strategic analysis of the YETI Limited Liability Company. YETI is a good example of a company going brand-first. It is considered in details the current strategies as well as providing alternative strategies for the future development.


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Author Biographies

Irina Onyusheva, Stamford International University, Bangkok

PhD in Economics, Dr.h.c. of IANH, Associate Professor, Corresponding Member of Academy of Pedagogical Sciences of Kazakhstan, Academician of International Informatization Academy, member of the Editorial Board of the 'Polish Journal of Management Studies' (Scopus, SJR, WoS).

Research Field And Scientific Interests: formation, ensuring and increasing economic competitiveness on both micro- and macro- levels; human capital development; HR management; knowledge economy; project management.

She is the author of more than 70 research publications, author of an individual scientific monograph named “Human capital in context of national economic competitiveness: formation factors and development prospects» (2015) awarded as "Best educational edition in economic field" in the framework of the XXVI international book fair of educational publications (Sochi, Russia, October 8-11, 2015), and Gold medal “European Quality” (ESIC, Germany, Russia, April 4, 2016).

Kanchanatetee Vasuvat, Stamford International University, Bangkok

Interests – Startegic Management, Marketing, Business Development


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How to Cite
Onyusheva, I., & Vasuvat, K. (2017). STRATEGY FOR BUSINESS SUCCESS: THE CASE OF YETI LLC. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (6(7), 102-110.

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