Desenvolvimento e sustentação da orientação para a marca: um estudo com base na visão baseada em recursos
Tipo
Dissertação
Data de publicação
2018-02-07
Periódico
Citações (Scopus)
Autores
Magalhães, Thiago Augusto e Vasconcelos
Orientador
Marcondes, Reynaldo Cavalheiro
Título da Revista
ISSN da Revista
Título de Volume
Membros da banca
Prado, Karen Perrotta Lopes de Almeida
Rosenthal, Benjamin
Rosenthal, Benjamin
Programa
Administração de Empresas
Resumo
Considering the growing importance of the corporate brand in the academic literature and the
brand orientation phenomenon as a strategic organizational direction capable of generate
sustainable competitive advantage, the central objective of this research was to identify which
resources and capabilities of the company are strategic for the development and the support of
brand orientation. It was highlighted the importance of studying the antecedents affecting
brand orientation under the aspect of organizational resources, since studies that directly
relate resources and capabilities to brand orientation are still limited. Besides, there is lack of
Brazilian researches that investigate and analyze the existence of this orientation and its role
in the national scenario. Considering the purpose of the research, it was decided to study the
subject from a Resource Based View (RBV) perspective, since among the theories of strategic
administration RBV places emphasis on the specific internal attributes of the organization. As
for the methodological procedures, the qualitative method was adopted as use of basic
technique, of a descriptive and exploratory character. Data collection was based on in-depth
interviews with six brand-oriented organizations in the State of São Paulo. As data collection
instrument, a semi-structured script was used, based on the literature review of this research.
The data interpreted and analyzed pointed out that the resources that are related to the
organizational culture, as solid and manifest fundamental values and an environment of
proximity, collaboration and learning, an integrated organizational structure with focused
management and key people representatives of the brand, as well as the capabilities to act
consistently at the brand touchpoints and to generate emotional and symbolic benefits for
stakeholders were the basis for the strategies that allowed the companies studied to develop
and sustain brand orientation.
Descrição
Palavras-chave
orientação para a marca , marca corporativa , recursos , capacidades , visão baseada em recursos
Assuntos Scopus
Citação
MAGALHÃES, Thiago Augusto e Vasconcelos. Desenvolvimento e sustentação da orientação para a marca: um estudo com base na visão baseada em recursos. 2018. 71 f. Dissertação (Mestrado em Administração de Empresas) - Universidade Presbiteriana Mackenzie, São Paulo.