A orientação para a marca como fonte de vantagem competitiva sustentável no desenvolvimento de negócios.
Keywords:
Brand orientation, Competitive Advantage, Resources, Capabilities, Resource-Based ViewAbstract
This work aims to identify which resources and capabilities are strategic for the development and sustainability of companies’ businesses, in adopting the brand orientation as a source of competitive advantage. The authors used a qualitative method applying the basic technique of descriptive and exploratory character. Data collection was carried out based on in-depth interviews with six company executives with guidance for a consolidated brand, in the state of São Paulo. The work investigated what supports this orientation, based on the Resource-Based View, which argues that strategic resources and capabilities are the determinants of sustainable competitive advantage. They are: the organizational culture, the integrated organizational structure with the management area, and critical people representing the brand, as well as the ability to act consistently in the contact points and generate emotional and symbolic benefits for the stakeholders. Furthermore, it shows how they can interrelate, aiming at creating a sustainable competitive advantage for companies to develop their businesses. This work is relevant for those who intend to implement or are already implementing a strategy aimed at brand orientation, as the corporate brand valorization has been growing in the business world.Downloads
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References
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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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Published
2020-09-02
How to Cite
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). Retrieved from http://editorarevistas.mackenzie.br/index.php/pcg/article/view/13371
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