A orientação para a marca como fonte de vantagem competitiva sustentável no desenvolvimento de negócios.
Palavras-chave:
Orientação para marca, Vantagem Competitiva, Recursos, Capacidade, Visão Baseada em RecursosResumo
Este trabalho tem como objetivo identificar que recursos e capacidades são estratégicos para o desenvolvimento e a sustentação dos negócios das empresas, quando estas adotam a orientação para a marca como uma fonte de vantagem competitiva. Utilizou-se o método qualitativo com aplicação da técnica básica, de caráter descritivo e exploratório. A coleta de dados foi feita a partir de entrevistas em profundidade com seis executivos de empresas com orientação para a marca, já consolidadas, do estado de São Paulo. O trabalho investigou o que dá suporte a essa orientação, com fundamentação na Visão Baseada em Recursos, segundo a qual os recursos e as capacidades estratégicos são os determinantes da vantagem competitiva sustentável. Nesse sentido, identificaram-se os seguintes elementos estratégicos: a cultura organizacional, a estrutura organizacional integrada com a área de gestão e pessoas-chave representantes da marca, assim como as capacidades de atuar de forma consistente nos pontos de contato e de gerar benefícios emocionais e simbólicos para os stakeholders. Ademais, este estudo mostra como eles podem se inter-relacionar, visando à geração da vantagem competitiva sustentável para as empresas desenvolverem os seus negócios. Este trabalho é relevante para aqueles que pretendem implementar ou já estão implementando uma estratégia voltada à orientação para a marca, na medida em que vem crescendo no mundo empresarial a valorização da marca corporativa.Downloads
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Referências
Aaker, D. A. (1996). Criando e administrando marcas de sucesso. São Paulo: Futura.
Aaker, D. A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster.
Aaker, D. A., Kumar, V., & Day, G. S. (2001). Pesquisa de marketing. São Paulo: Atlas.
Aitken, A. & Paton, R. A. (2016). Professioal buyers and the value proposition. European Management Journal, 34, 223-231.
Allison, G. T. (1971). Essence of decision: strategic decisions in government. Boston: Little, Brown.
Amit, R. & Han, Xu. (Sep. 2017). Value Creation through Novel Resource Configurations in a Digitally Enabled World. Strategic Entrepreneurship Journal; Hoboken, 11(3), 228-242.
Anees-ur-Rehman, M., Wong, H. Y., & Hossain, M. (2016). The progression of brand orientation literature in twenty years: A systematic literature review. Journal of Brand Management, 23(6), 612-630.
Balmer, J. M. (2001). Corporate identity, corporate branding and corporate marketing-Seeing through the fog. European journal of marketing, 35(3/4), 248-291.
Balmer, J. M. (2012). Strategic corporate brand alignment: Perspectives from identity based views of corporate brands. European Journal of Marketing, 46(7/8), 1064-1092.
Balmer, J. M. (2013). Corporate brand orientation: What is it? What of it?. Journal of Brand management, 20(9), 723-741.
Balmer, J.M.T., Stewart, H. and Greyser, S.A. (2009), Aligning identity and strategy: corporate branding at British Airways in the late 20th century. California Management Review, 51(3), 6-23.
Bardin, L. (2011). Análise de conteúdo. Lisboa: Edições 70.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.
Barney, J. B., & Arikan, A. M. (2001). The resource-based view: Origins and implications. In M. A. Hitt, R. E. Freeman, & J. S. Harrison (Eds.), Handbook of strategic management: 124 –188. Oxford: Blackwell.
Barney, J. B., & Clark, D. N. (2007). Resource-based theory: Creating and sustaining competitive advantage. Oxford University Press on Demand.
Barney, J. & Hesterly, B. (2008). Strategic management and competitive advantage. England: Pearson Prentice Hall.
Baumgarth, C. (2009). Brand orientation of museums: Model and empirical results. International Journal of Arts Management, 30-45.
Baumgarth, C., & Schmidt, M. (2010). How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’in a business-to-business setting. Industrial Marketing Management, 39(8), 1250-1260.
Bowman, C. & Ambrosini, V. (2000). Value Creation Versus Value Capture: Towards a Coherent Definition of Value in Strategy. British Journal of Management, 11, 1–15.
Bowman, C. & Ambrosini, V. (2010). How value is created, captured and destroyed. European Business Review, 22(5).
Bridson, K., & Evans, J. (2004). The secret to a fashion advantage is brand orientation. International Journal of Retail & Distribution Management, 32(8), 403-411.
Brodie, R. J., Whittome, J. R., & Brush, G. J. (2009). Investigating the service brand: A customer value perspective. Journal of business research, 62(3), 345-355.
Collis, J., & Hussey, R. (2005). Pesquisa em administração: um guia prático para alunos de graduação e pós-graduação. Porto Alegre: Bookman.
Collis, D. J., & Montgomery, C. (Jul./Aug. 1995). Competing on Resources: Strategy in the 1990s Harvard Business Review, 119-128.
Davis, S. M., & Dunn, M. (2002). Building the brand-driven business: Operationalize your brand to drive profitable growth. San Francisco: Jossey-Bass.
Day, G. S., Wensley, R. (1988). Assessing advantage: A framework for diagnosing competitive superiority. Journal of Marketing, 52(2), 1-20.
De Chernatony, L. (2001). A model for strategically building brands. Journal of Brand Management, 9(1), 32-44.
De Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of marketing management, 15(1-3), 157-179.
Ewing, M. T., & Napoli, J. (2005). Developing and validating a multidimensional nonprofit brand orientation scale. Journal of Business Research, 58(6), 841-853.
Evans, J., Bridson, K., & Rentschler, R. (2012). Drivers, impediments and manifestations of brand orientation: An international museum study. European Journal of Marketing, 46(11/12), 1457-1475.
Finfgeld-Connett, D. (2013). Use of content analysis to conduct knowledge-building and theory-generating qualitative systematic review. Qualitative Research, 14(3), 341 –352.
Flick, U. (Jan 2017). Challenges for a New Critical Qualitative Inquiry: Introduction to the Special Issue. Qualitative Inquiry, 23(1), 3-7.
Flick, U. (2011). Mixing methods, triangulation, and integrated research. Qualitative inquiry and global crises, 132.
Gibbert, M., & Ruigrok, W. (2010). The ‘‘what’’and ‘‘how’’of case study rigor: Three strategies based on published work. Organizational research methods, 13(4), 710-737.
Gibbs, G. (2009). Análise de dados qualitativos: coleção pesquisa qualitativa. Porto Alegre: Bookman.
Godoi, C. K., & Mattos, P. L. C. L. (2006). Entrevista qualitativa: instrumento de pesquisa e evento dialógico. Pesquisa qualitativa em estudos organizacionais: paradigmas, estratégias e métodos. São Paulo: Saraiva.
Godoy, A. S. (1995). Introdução à pesquisa qualitativa e suas possibilidades. Revista de administração de empresas, 35(2), 57-63.
Grant, R. M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. In: Knowledge and strategy, 3-23.
Gromark, J., & Melin, F. (2011). The underlying dimensions of brand orientation and its impact on financial performance. Journal of Brand Management, 18(6), 394-410.
Hankinson, P. (2001). Brand orientation in the charity sector: A framework for discussion and research. International Journal of Nonprofit and Voluntary Sector Marketing, 6(3), 231-242.
Hatch, M. J., & Schultz, M. (2001). Are the strategic stars aligned for your corporate brand. Harvard business review, 79(2), 128-134.
Helfat, C. E., & Peteraf, M. A. (2003). The dynamic resource‐based view: Capability lifecycles. Strategic management journal, 24(10), 997-1010.
Helfat, C. E., & Peteraf, M. A. (Jun. 2015). Managerial cognitive capabilities and the microfoundations of dynamic capabilities. Strategic Management Journal; Chicago, 36(6), 831.
Hirvonen, S., & Laukkanen, T. (2014). Brand orientation in small firms: an empirical test of the impact on brand performance. Journal of Strategic Marketing, 22(1), 41-58.
Hotchkiss, G. B., & Franken, R. B. (1923). The leadership of advertised brands: A study of 100 representative commodities showing the names and brands that are most familiar to the public. Doubleday, Page.
Huang, Y. T., & Tsai, Y. T. (2013). Antecedents and consequences of brand-oriented companies. European journal of marketing, 47(11/12), 2020-2041.
Iglesias, O., & Bonet, E. (2012). Persuasive brand management: How managers can influence brand meaning when they are losing control over it. Journal of Organizational Change Management, 25(2), 251-264.
Interbrand - Marcas Brasileiras Mais Valiosas 2016 Ranking (2016). Recuperado em 8 junho, 2017, de http://www.rankingmarcas.com.br/2016/ranking2016.html
Kapferer, J. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term 4th edition (New Strategic Brand Management: Creating & Sustaining Brand Equity).
Keller, K. L. (2000). Building and Managing Corporate Brand Equity. S. In: Majken Schultz/Mary Jo Hatch/Mogens Holten Larsen (Hrsg.), The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand, 115–137.
Kennedy, S. H. (1977). Nurturing corporate images. European Journal of marketing, 11(3), 119-164.
Knott, P. (2009). Integrating resource-based theory in a practice-relevant form. Journal of Strategy and Management, v. 2, n. 2, p. 163–174.
Knox, S., & Bickerton, D. (2003). The six conventions of corporate branding. European Journal of Marketing, 37(7/8), 998-1016.
Lippman, S. A., & Rumelt, R. P. (1982). Uncertain imitability: An analysis of interfirm differences in efficiency under competition. The Bell Journal of Economics, 418-438.
Margulies, W. P. (1977). Make most of your corporate identity. Harvard Business Review, 55(4), 66-74.
Marshall, J., & Wise, R. (2013). The Resurgence of the Corporate Brand. Advertising Age.
Melewar, T. C., Gotsi, M., & Andriopoulos, C. (2012). Shaping the research agenda for corporate branding: avenues for future research. European Journal of Marketing, 46(5), 600-608.
Melin, F. (1997). Varumärket som strategiskt konkurrensmedel-Om konsten att bygga upp starka varumärken. Frans Melin, Stora Tomegatan 28, 223 51 LUND, tel/fax+ 46+ 46-127487,.
Mosmans, A. & Van der Vorst, R. (1998). Brand based strategic management. Journal of Brand Management, 6(2), 99-110.
Patton, M. Q. (2002). Two decades of developments in qualitative inquiry: A personal, experiential perspective. Qualitative social work, 1(3), 261-283.
Peteraf, M. A. (1993). The cornerstones of competitive advantage: a resource‐based view. Strategic management journal, 14(3), 179-191.
Peteraf, M. A., & Barney, J. B. (2003). Unraveling the resource‐based tangle. Managerial and decision economics, 24(4), 309-323.
Reno, M., & Resio, R. (2007). Building Your Brand from the Inside-Out. CPA Prac. Mgmt. F., 3(13).
Schmitt, B. H. (2000). Experiential marketing: How to get customers to sense, feel, think, act, relate. Simon and Schuster.
Schwenk, C. (1989). A meta‐analysis on the comparative effectiveness of devil's advocacy and dialectical inquiry. Strategic Management Journal, 10(3), 303-306.
Tosti, D. T., & Stotz, R. D. (2001). Brand: Building your brand from the inside out. Marketing Management, 10(2), 28.
Tybout, A. M., & Calkins, T. (2006). Branding. São Paulo: Atlas, 9.
Urde, M. (1994). Brand orientation–a strategy for survival. Journal of consumer marketing, 11(3), 18-32.
Urde, M. (1999). Brand orientation: A mindset for building brands into strategic resources. Journal of marketing management, 15(1-3), 117-133.
Urde, M., Baumgarth, C., & Merrilees, B. (2013). Brand orientation and market orientation—From alternatives to synergy. Journal of Business Research, 66(1), 13-20.
Urde, M. (2009). Uncovering the corporate brand's core values. Management Decision, 47(4), 616-638.
Wernerfelt, B. (1984). A resource‐based view of the firm. Strategic management journal, 5(2), 171-180.
Wong, H., & Merrilees, B. (2005). A brand orientation typology for SMEs: a case research approach. Journal of Product & Brand Management, 14(3), 155-162.
Wong, H., & Merrilees, B. (2007). Multiple roles for branding in international marketing. International Marketing Review, 24(4), 384-408.
Aaker, D. A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster.
Aaker, D. A., Kumar, V., & Day, G. S. (2001). Pesquisa de marketing. São Paulo: Atlas.
Aitken, A. & Paton, R. A. (2016). Professioal buyers and the value proposition. European Management Journal, 34, 223-231.
Allison, G. T. (1971). Essence of decision: strategic decisions in government. Boston: Little, Brown.
Amit, R. & Han, Xu. (Sep. 2017). Value Creation through Novel Resource Configurations in a Digitally Enabled World. Strategic Entrepreneurship Journal; Hoboken, 11(3), 228-242.
Anees-ur-Rehman, M., Wong, H. Y., & Hossain, M. (2016). The progression of brand orientation literature in twenty years: A systematic literature review. Journal of Brand Management, 23(6), 612-630.
Balmer, J. M. (2001). Corporate identity, corporate branding and corporate marketing-Seeing through the fog. European journal of marketing, 35(3/4), 248-291.
Balmer, J. M. (2012). Strategic corporate brand alignment: Perspectives from identity based views of corporate brands. European Journal of Marketing, 46(7/8), 1064-1092.
Balmer, J. M. (2013). Corporate brand orientation: What is it? What of it?. Journal of Brand management, 20(9), 723-741.
Balmer, J.M.T., Stewart, H. and Greyser, S.A. (2009), Aligning identity and strategy: corporate branding at British Airways in the late 20th century. California Management Review, 51(3), 6-23.
Bardin, L. (2011). Análise de conteúdo. Lisboa: Edições 70.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.
Barney, J. B., & Arikan, A. M. (2001). The resource-based view: Origins and implications. In M. A. Hitt, R. E. Freeman, & J. S. Harrison (Eds.), Handbook of strategic management: 124 –188. Oxford: Blackwell.
Barney, J. B., & Clark, D. N. (2007). Resource-based theory: Creating and sustaining competitive advantage. Oxford University Press on Demand.
Barney, J. & Hesterly, B. (2008). Strategic management and competitive advantage. England: Pearson Prentice Hall.
Baumgarth, C. (2009). Brand orientation of museums: Model and empirical results. International Journal of Arts Management, 30-45.
Baumgarth, C., & Schmidt, M. (2010). How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’in a business-to-business setting. Industrial Marketing Management, 39(8), 1250-1260.
Bowman, C. & Ambrosini, V. (2000). Value Creation Versus Value Capture: Towards a Coherent Definition of Value in Strategy. British Journal of Management, 11, 1–15.
Bowman, C. & Ambrosini, V. (2010). How value is created, captured and destroyed. European Business Review, 22(5).
Bridson, K., & Evans, J. (2004). The secret to a fashion advantage is brand orientation. International Journal of Retail & Distribution Management, 32(8), 403-411.
Brodie, R. J., Whittome, J. R., & Brush, G. J. (2009). Investigating the service brand: A customer value perspective. Journal of business research, 62(3), 345-355.
Collis, J., & Hussey, R. (2005). Pesquisa em administração: um guia prático para alunos de graduação e pós-graduação. Porto Alegre: Bookman.
Collis, D. J., & Montgomery, C. (Jul./Aug. 1995). Competing on Resources: Strategy in the 1990s Harvard Business Review, 119-128.
Davis, S. M., & Dunn, M. (2002). Building the brand-driven business: Operationalize your brand to drive profitable growth. San Francisco: Jossey-Bass.
Day, G. S., Wensley, R. (1988). Assessing advantage: A framework for diagnosing competitive superiority. Journal of Marketing, 52(2), 1-20.
De Chernatony, L. (2001). A model for strategically building brands. Journal of Brand Management, 9(1), 32-44.
De Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of marketing management, 15(1-3), 157-179.
Ewing, M. T., & Napoli, J. (2005). Developing and validating a multidimensional nonprofit brand orientation scale. Journal of Business Research, 58(6), 841-853.
Evans, J., Bridson, K., & Rentschler, R. (2012). Drivers, impediments and manifestations of brand orientation: An international museum study. European Journal of Marketing, 46(11/12), 1457-1475.
Finfgeld-Connett, D. (2013). Use of content analysis to conduct knowledge-building and theory-generating qualitative systematic review. Qualitative Research, 14(3), 341 –352.
Flick, U. (Jan 2017). Challenges for a New Critical Qualitative Inquiry: Introduction to the Special Issue. Qualitative Inquiry, 23(1), 3-7.
Flick, U. (2011). Mixing methods, triangulation, and integrated research. Qualitative inquiry and global crises, 132.
Gibbert, M., & Ruigrok, W. (2010). The ‘‘what’’and ‘‘how’’of case study rigor: Three strategies based on published work. Organizational research methods, 13(4), 710-737.
Gibbs, G. (2009). Análise de dados qualitativos: coleção pesquisa qualitativa. Porto Alegre: Bookman.
Godoi, C. K., & Mattos, P. L. C. L. (2006). Entrevista qualitativa: instrumento de pesquisa e evento dialógico. Pesquisa qualitativa em estudos organizacionais: paradigmas, estratégias e métodos. São Paulo: Saraiva.
Godoy, A. S. (1995). Introdução à pesquisa qualitativa e suas possibilidades. Revista de administração de empresas, 35(2), 57-63.
Grant, R. M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. In: Knowledge and strategy, 3-23.
Gromark, J., & Melin, F. (2011). The underlying dimensions of brand orientation and its impact on financial performance. Journal of Brand Management, 18(6), 394-410.
Hankinson, P. (2001). Brand orientation in the charity sector: A framework for discussion and research. International Journal of Nonprofit and Voluntary Sector Marketing, 6(3), 231-242.
Hatch, M. J., & Schultz, M. (2001). Are the strategic stars aligned for your corporate brand. Harvard business review, 79(2), 128-134.
Helfat, C. E., & Peteraf, M. A. (2003). The dynamic resource‐based view: Capability lifecycles. Strategic management journal, 24(10), 997-1010.
Helfat, C. E., & Peteraf, M. A. (Jun. 2015). Managerial cognitive capabilities and the microfoundations of dynamic capabilities. Strategic Management Journal; Chicago, 36(6), 831.
Hirvonen, S., & Laukkanen, T. (2014). Brand orientation in small firms: an empirical test of the impact on brand performance. Journal of Strategic Marketing, 22(1), 41-58.
Hotchkiss, G. B., & Franken, R. B. (1923). The leadership of advertised brands: A study of 100 representative commodities showing the names and brands that are most familiar to the public. Doubleday, Page.
Huang, Y. T., & Tsai, Y. T. (2013). Antecedents and consequences of brand-oriented companies. European journal of marketing, 47(11/12), 2020-2041.
Iglesias, O., & Bonet, E. (2012). Persuasive brand management: How managers can influence brand meaning when they are losing control over it. Journal of Organizational Change Management, 25(2), 251-264.
Interbrand - Marcas Brasileiras Mais Valiosas 2016 Ranking (2016). Recuperado em 8 junho, 2017, de http://www.rankingmarcas.com.br/2016/ranking2016.html
Kapferer, J. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term 4th edition (New Strategic Brand Management: Creating & Sustaining Brand Equity).
Keller, K. L. (2000). Building and Managing Corporate Brand Equity. S. In: Majken Schultz/Mary Jo Hatch/Mogens Holten Larsen (Hrsg.), The Expressive Organization: Linking Identity, Reputation, and the Corporate Brand, 115–137.
Kennedy, S. H. (1977). Nurturing corporate images. European Journal of marketing, 11(3), 119-164.
Knott, P. (2009). Integrating resource-based theory in a practice-relevant form. Journal of Strategy and Management, v. 2, n. 2, p. 163–174.
Knox, S., & Bickerton, D. (2003). The six conventions of corporate branding. European Journal of Marketing, 37(7/8), 998-1016.
Lippman, S. A., & Rumelt, R. P. (1982). Uncertain imitability: An analysis of interfirm differences in efficiency under competition. The Bell Journal of Economics, 418-438.
Margulies, W. P. (1977). Make most of your corporate identity. Harvard Business Review, 55(4), 66-74.
Marshall, J., & Wise, R. (2013). The Resurgence of the Corporate Brand. Advertising Age.
Melewar, T. C., Gotsi, M., & Andriopoulos, C. (2012). Shaping the research agenda for corporate branding: avenues for future research. European Journal of Marketing, 46(5), 600-608.
Melin, F. (1997). Varumärket som strategiskt konkurrensmedel-Om konsten att bygga upp starka varumärken. Frans Melin, Stora Tomegatan 28, 223 51 LUND, tel/fax+ 46+ 46-127487,.
Mosmans, A. & Van der Vorst, R. (1998). Brand based strategic management. Journal of Brand Management, 6(2), 99-110.
Patton, M. Q. (2002). Two decades of developments in qualitative inquiry: A personal, experiential perspective. Qualitative social work, 1(3), 261-283.
Peteraf, M. A. (1993). The cornerstones of competitive advantage: a resource‐based view. Strategic management journal, 14(3), 179-191.
Peteraf, M. A., & Barney, J. B. (2003). Unraveling the resource‐based tangle. Managerial and decision economics, 24(4), 309-323.
Reno, M., & Resio, R. (2007). Building Your Brand from the Inside-Out. CPA Prac. Mgmt. F., 3(13).
Schmitt, B. H. (2000). Experiential marketing: How to get customers to sense, feel, think, act, relate. Simon and Schuster.
Schwenk, C. (1989). A meta‐analysis on the comparative effectiveness of devil's advocacy and dialectical inquiry. Strategic Management Journal, 10(3), 303-306.
Tosti, D. T., & Stotz, R. D. (2001). Brand: Building your brand from the inside out. Marketing Management, 10(2), 28.
Tybout, A. M., & Calkins, T. (2006). Branding. São Paulo: Atlas, 9.
Urde, M. (1994). Brand orientation–a strategy for survival. Journal of consumer marketing, 11(3), 18-32.
Urde, M. (1999). Brand orientation: A mindset for building brands into strategic resources. Journal of marketing management, 15(1-3), 117-133.
Urde, M., Baumgarth, C., & Merrilees, B. (2013). Brand orientation and market orientation—From alternatives to synergy. Journal of Business Research, 66(1), 13-20.
Urde, M. (2009). Uncovering the corporate brand's core values. Management Decision, 47(4), 616-638.
Wernerfelt, B. (1984). A resource‐based view of the firm. Strategic management journal, 5(2), 171-180.
Wong, H., & Merrilees, B. (2005). A brand orientation typology for SMEs: a case research approach. Journal of Product & Brand Management, 14(3), 155-162.
Wong, H., & Merrilees, B. (2007). Multiple roles for branding in international marketing. International Marketing Review, 24(4), 384-408.
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Publicado
2020-09-02
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Cavalheiro Marcondes, R., & e Vasconcelos Magalhães, T. A. . (2020). A orientação para a marca como fonte de vantagem competitiva sustentável no desenvolvimento de negócios. Práticas Em Contabilidade E Gestão, 8(2). Recuperado de http://editorarevistas.mackenzie.br/index.php/pcg/article/view/13371
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