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O impacto da distância entre países na estratégia de marketing internacional: ...
Antunes, Isabel Cristina Martins; Barandas Karl, Hortênsia; Martins, Francisco VitorinoA natureza dinâmica do negócio internacional e os contextos diferenciados ditados pelas diferenças entre países, leva a que as empresas internacionais enfrentem o desafio de encontrar o equilíbrio entre estandardizar e adaptar a sua estratégia de marketing mix nos mercados externos de modo a terem sucesso. O propósito deste estudo é contribuir para a compreensão do modo como as empresas portuguesas desenvo...
The impact of national cultures on international marketing strategy and subsidi...
Antunes, Isabel Cristina Martins; Barandas-Karl, Hortênsia; Martins, Francisco VitorinoThe dynamic of the international business and its multidimensional nature requires the understanding of the complexities of different contexts dictated by cultural differences between countries. The purpose of this paper is to study, in depth howsmall and medium-sized companies develop their international marketing mix strategy in their overseas subsidiaries. We use the theoretical constr...
Corporate brand identity in higher education: a relational perspective
Barros, Teresa; Martins, Francisco Vitorino; Barandas, Hortênsia Gouveia; Machado, Joana CésarIdentity is traditionally defined as an emission concept (Kapferer, 2008). Yet, some research points out that there are external factors that that can influence it (Kennedy, 1975; Markwick e Fill, 1997; Balmer e Gray, 2000). This subject is even more interesting if one considers corporate brands. According to Aaker (2004) the number, the power and the credibility of corporate associations are bigger in the case...
Corporate brand identity management – proposal of a new framework
Barros, Teresa; Martins, Francisco Vitorino; Barandas, Hortênsia GouveiaThe term “corporate brand” has been widely used in literature since the eighties. According to Balmer (1998) this concept tends to be used as an alternative to the concept of corporate identity. The author argues that the use of branding principles to discuss corporate identity has tended to align the area more closely with marketing. However, the literature on brand management (Aaker, 1991; Kapferer, 1991 and ...
Identity – towards a conceptualization
Barros, Teresa; Martins, Francisco Vitorino; Barandas, Hortênsia GouveiaThe development of economical relations increases the interaction between organizations and stakeholders. It is no more acceptable to manage an organization under a transactional perspective where suppliers had a fundamental role. Nowadays organizations are being managed under a relational perspective where relations and relationship management in general have consequences in identity management (Hakansson e Sn...
Corporate brand identity – a conceptual redefinition
Barros, Teresa; Martins, Francisco VitorinoThere is a wide agreement that identity is a multidisciplinary concept. Branding is an identity expression. Although there are some frameworks to assess brand identity there isn’t an accepted definition. The authors consider this a gap in literature and investigate the components to assess brand identity under a holistic approach. Literature was reviewed and reinterpreted under an integrated perspective evolvin...
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