Brand Portfolio Strategy And Firm Performance Pdf

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brand portfolio strategy and firm performance pdf

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October 30, Journal article Open Access.

AMA Academic Journals publish the latest peer-reviewed research aimed at advancing our industry and equipping business professionals with the insight needed to make better managerial decisions. Digital access to all four of our journals is an included benefit that comes with being an AMA member. Journal of Marketing. Journal of Marketing Research.

Brand Portfolio Strategy and Firm Performance

The brand research on product level is the main position of the origin and development of brand theory. In recent years, more and more attention has been paid to the issue of corporate brand system management. Scholars have developed the theory of brand architecture strategy to study it, which has become an important field of corporate level branding research. As a brand theory at the company level, it aims at and explains how a company promotes business growth and corporate performance by systematically managing the relationship between brands and products, the role of each brand and their relationships. In terms of research units, theoretical construction and research methods, it is also different from the brand research on product level. Most of the existing studies are conceptual analysis and case study, which explore the concept of brand architecture strategy, and the driving factors of the development and evolution of measurement methods. In recent years, empirical studies have emerged to analyze the relationship between corporate brand architecture strategy, business activities and corporate performance, which indicates the shifting of research from initial basic concepts and measurement methods to the core issues of corporate branding strategy and the causal relationship between them.

A key ingredient in success for a hotel company is the successful building and management of a strong brand portfolio. This study proposes four dimensions of HBPS: brand portfolio scope, intra-portfolio competition, brand portfolio location and brand portfolio element. By employing ten additional sub-items, the study evaluates the HBPS practices of hotel firms and tests performance differences. This study will aid executives in making important HBPS decisions such as whether to add a brand or how to reallocate resources among brands. This study also provides executives with a tool with which to monitor the relative position of their HBPS within the market.

JavaScript is disabled for your browser. Some features of this site may not work without it. The brand deletion strategy in brand portfolio management. Author Shah, Purvi. Metadata Show full item record. Abstract Many large firms in consumer markets own and market an array of different brands i. However, managers devote relatively less managerial time, attention, and effort to the strategic decision of brand deletion Varadrajan, Defanti, and Busch i.

Hotel brand portfolio strategy

JavaScript is disabled for your browser. Some features of this site may not work without it. Brand Portfolio Management in the Norwegian Brewing Industry - An assessment of external and internal factors influencing the brand portfolio management of large established breweries in Norway. Master thesis. Utgivelsesdato Sammendrag Brand portfolios of established Norwegian breweries have become increasingly paramount for firms to manage successfully. Due to an extensive history of consolidations and acquisitions, a large amount of brands are currently present under firms corporate umbrellas, fighting each other for resources and market share.


Most large firms operating in consumer markets own and market more than one brand (i.e., they have a brand portfolio). Although firms make.


Alliance portfolios are ubiquitous and influential for firm performance. Extant research addresses attributes of high-performing alliance portfolios but not how executives originate such portfolios. In our inductive case study of six entrepreneurial rivals in the wireless gaming industry, we find that executives are more likely to originate high-performing portfolios when they visualize their portfolios in the context of the entire industry as opposed to a series of single ties and when they simultaneously form ties with multiple partners.

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По-видимому, Танкадо считал, что два эти события чем-то различались между. Выражение лица Фонтейна не изменилось. Но надежда быстро улетучивалась. Похоже, нужно было проанализировать политический фон, на котором разворачивались эти события, сравнить их и перевести это сопоставление в магическое число… и все это за пять минут. ГЛАВА 124 - Атаке подвергся последний щит. На ВР отчетливо было видно, как уничтожалось окно программной авторизации.

Он снова говорил с этим американцем, и если все прошло, как было задумано, то Танкадо сейчас уже нет в живых, а ключ, который он носил с собой, изъят. В том, что он, Нуматака, в конце концов решил приобрести ключ Энсея Танкадо, крылась определенная ирония.

Сеньор Ролдан забирал большую часть ее заработка себе, но без него ей пришлось бы присоединиться к бесчисленным шлюхам, что пытаются подцепить пьяных туристов в Триане. А у ее клиентов по крайней мере есть деньги. Они ее не бьют, им легко угодить.

Нуматака подавил смешок. Все знали про Северную Дакоту. Танкадо рассказал о своем тайном партнере в печати. Это был разумный шаг - завести партнера: даже в Японии нравы делового сообщества не отличались особой чистотой.

2 Comments

  1. Melani B. 20.05.2021 at 22:05

    PDF | Most large firms operating in consumer markets own and market more than one brand (i.e., they have a brand portfolio). Although firms.

  2. Jeanne G. 22.05.2021 at 01:11

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