Return to search

The challenges of repositioning an international brand: a case study on the hospitality industry

Submitted by Cristiane Oliveira (cristiane.oliveira@fgv.br) on 2011-10-19T12:17:25Z
No. of bitstreams: 1
DISSERT_VIRGINIE CLAUDE ALIX RIVET.pdf: 770947 bytes, checksum: cbebf4767272b214bad91bde5d8d8630 (MD5) / Approved for entry into archive by Gisele Isaura Hannickel (gisele.hannickel@fgv.br) on 2011-10-19T12:29:35Z (GMT) No. of bitstreams: 1
DISSERT_VIRGINIE CLAUDE ALIX RIVET.pdf: 770947 bytes, checksum: cbebf4767272b214bad91bde5d8d8630 (MD5) / Made available in DSpace on 2011-10-19T12:31:35Z (GMT). No. of bitstreams: 1
DISSERT_VIRGINIE CLAUDE ALIX RIVET.pdf: 770947 bytes, checksum: cbebf4767272b214bad91bde5d8d8630 (MD5)
Previous issue date: 2011-06-29 / Much 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.

Identiferoai:union.ndltd.org:IBICT/oai:bibliotecadigital.fgv.br:10438/8665
Date29 June 2011
CreatorsRivet, Virginie
ContributorsLimeira, Tânia Maria Vidigal, Rossi, George Bedinelli, Escolas::EAESP, Pereira, Luís Henrique
Source SetsIBICT Brazilian ETDs
LanguageEnglish
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis
Sourcereponame:Repositório Institucional do FGV, instname:Fundação Getulio Vargas, instacron:FGV
Rightsinfo:eu-repo/semantics/openAccess

Page generated in 0.0018 seconds