Show simple item record

dc.contributor.advisorPereira, Luís Henrique
dc.contributor.authorRivet, Virginie
dc.contributor.otherLimeira, Tânia Maria Vidigal
dc.contributor.otherRossi, George Bedinelli
dc.date.accessioned2011-10-19T12:31:35Z
dc.date.available2011-10-19T12:31:35Z
dc.date.issued2011-06-29
dc.identifier.citationRIVET, Virginie. The challenges of repositioning an international brand: a case study on the hospitality industry. Dissertação (Mestrado Profissional em Gestão Internacional) - FGV - Fundação Getúlio Vargas, São Paulo, 2011.
dc.identifier.urihttp://hdl.handle.net/10438/8665
dc.description.abstractMuch has been said in the literature about brand positioning, as well as about international branding and their importance on ever more competitive world marketplaces. Concerning repositioning, however, the literature is not extensive, and if the subject has been considered by a few scholars, it has been, as Ryan, Moroney, Geoghehan and Cunnigham (2007) noted 'in passing' and 'without elaboration'. It is nevertheless considered as an integral part of 'strategic competition' (Porter, M., 1996, as cited in Ryan, P., Moroney, M., Geoghegan, W., Cunningham, J., 2007), as well as an element indispensable to corporate transformation (Dunphy, D., Stace, D., 1993, as cited in Ryan, P., Moroney, M., Geoghegan, W., Cunningham, J., 2007). Investigating it further, looking at it in an international setting, and understanding what challenges can arise when an international firm engages in such practice is thus of interest. This is conducted looking at the recent repositioning of Accor´s brand Sofitel from the high-end to the luxury market segment of the hospitality industry.eng
dc.language.isoeng
dc.subjectChallengeseng
dc.subjectDifferentiationeng
dc.subjectHospitality industryeng
dc.subjectInternational brandeng
dc.subjectMarketing strategyeng
dc.titleThe challenges of repositioning an international brand: a case study on the hospitality industryeng
dc.typeDissertationeng
dc.embargo.termsforevereng
dc.embargo.liftdate10000-01-01
dc.subject.areaCiência políticapor
dc.contributor.unidadefgvEscolas::EAESPpor
dc.subject.bibliodataMarketing - Administraçãopor
dc.subject.bibliodataPlanejamento estratégicopor
dc.subject.bibliodataIndústria de hospitalidadepor
dc.subject.bibliodataMarca registradapor


Files in this item

Thumbnail
Thumbnail

This item appears in the following Collection(s)

Show simple item record