Еврозоната като маркетингово предимство: как българските компании могат да използват единната валута за по-успешно позициониране на международните пазари (2020–2025)
The Eurozone as a Marketing Advantage: How Bulgarian Companies Can Use the Single Currency to Position More Successfully in International Markets (2020–2025)

Author(s): Miroslava Aleksandrova
Subject(s): Politics / Political Sciences, Politics, Economy, Business Economy / Management, Economic policy, EU-Approach / EU-Accession / EU-Development, Marketing / Advertising
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: euro; marketing; eurozone; competitiveness; bulgarian companies
Summary/Abstract: This report examines the process of Bulgaria’s accession to the eurozone as an opportunity to enhance the competitiveness and international image of Bulgarian companies. The analysis examines how the single currency can become a marketing advantage by building trust, strengthening brand identity and facilitating trade relations. Theoretically, the report covers the relationship between currency integration and strategic marketing, while the empirical part examines real examples from countries such as Slovakia, Croatia and Slovenia. The study covers the period 2020-2025 and presents practical guidelines on how Bulgarian businesses can use the euro as a tool for growth, trust and stability.

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