Firm strategies on brands and social strategies on differentiation: an analysis from the automobilie perspective
DOI:
https://doi.org/10.1590/S0103-20702004000200009Keywords:
Brands, Corporate strategies, AutomobilesAbstract
The article analyses firm strategies in auto industry and focuses three main issues. First: building an specific brand requires close interaction between material and functional aspects, from one side, and symbolic aspects, from the other, articulating strategic actions in productive, commercial and communicative spheres; the coherence of those actions produces positive synergies allowing brand to work as a symbolic operator bindingcorporation and market actors. Second: once a particular brand has been consolidated, this symbolic operator can improve, or impede, a specific corporation to occupy segments in the market. Third: the meaning of consolidated brands and its impacts on corporation aims reflect social strategies of differentiation and identities construction. M. Sahlins, J. Baudrillard e C. Castoriadis ideas are influential on shaping those arguments.Downloads
References
AAKER, D. (1996), Criando e administrando marcas de sucesso. São Paulo, Futura.
BAUDRILLARD, J. (1972), Pour une critique de l’économie politique du signe. Paris, Gallimard.
BELLU, R. (1994), Toutes les Citroën (de 1919 à nos jours). Paris, Jean-Pierre Delville.
BOURDIEU, P. (1979), La distinction: critique sociale du jugement. Paris, Minuit.
BOYER, R. & FREYSSENET, M. (2000), “O mundo que mudou a máquina: síntese dos trabalhos do Gerpisa 1993-1999”. Nexos Econômicos, 2 (1): 15-47, Salvador.
BROUSTAIL, J. (1992), “L’éternel retour de l’automatisme”. Culture Technique, 25: 40-48, Neuilly-sur-Seine, CRCT.
BROUSTAIL, J. & GREGGIO, R. (2000), Citroën: essai sur 80 ans d’anti-stratégies. Paris, Institut Vital Roux.
CASTORIADIS, C. (1975), L’institution imaginaire de la société. Paris, Seuil.
JETIN, B. (2000), “A América Latina e o Brasil nas estratégias de internalização das firmas automobilísticas”. Nexos Econômicos, 2 (1): 63-77, Salvador.
KAPFERER, J.-N. (1998), Les marques, capital de l’entreprise. Paris, Organisation.
LENDREVIE, J. & LINDON, D. (1993), Mercator: théorie et pratique du marketing. Paris, Dalloz.
NORBERTO-SILVA, E. (1998), La différenciation innovatrice: une réflexion sur les changements conjoints des caractéristiques du produit et des préférences de la clientèle. Tese de doutorado, Université Paris-Dauphine.
NORBERTO-SILVA, E. (2003), “Consumo, mimesis e sentido”. In: As formas do sentido: estudos em estética da comunicação. Rio de Janeiro, DP&A Editora.
SAHLINS, M. (2003), Cultura e razão prática. Trad. Sérgio Tadeu de N. Lamarão. Rio de Janeiro, Jorge Zahar.
SLOAN Jr., A. P. (2001), Meus anos com a General Motors. Trad. Nivaldo Montingelli. São Paulo, Negócio Editora.
VALETTE-FLORENCE, P. (1994), Les styles de vie: bilan critique et perspectives: du mythe à la réalité. Paris, Nathan.
VAN HOVE, S. (1992), “La voiture du futur”. Culture Technique, 25: 263-273, Neuillysur-Seine, CRCT.
Downloads
Published
Issue
Section
License
Copyright (c) 2015 Tempo Social
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.