Brand Positioning for Sustainable Business Development

Evita Štrausa was born in 1980 in Tukums, Latvia. She holds a professional qualification in Social Psychology from the University of Latvia (2002) and an MBA in Innovation and Entrepreneurship from Riga Technical University (2015), she is included in the RTU Golden Fund. She is currently a company executive and a researcher specialising in strategic brand management and new product development. Since 2024, Evita has been the CEO and a Board Member of Tērvete Food Ltd, leading the development of innovative products, export development, and operational efficiency. Her professional background includes a significant contribution to the development of brands such as “MILZU!” and “Joy for Tails” (later –“Joy for Friends”), as well as many years in leadership positions within the telecommunications industry (Tele2). Evita is also an active business lecturer and mentor, guiding companies in creating value-based brands and navigating global market entry. Her scientific interests are centred on a holistic approach to brand positioning, strategic management, and new product development, with a focus on bridging the gap between academic research and practical business excellence.