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Valor de marca e cultura organizacional como baluartes estratégicos no ciclo de vida de uma empresa: os 85 anos da Indústria de Balas Soberana
| Content Provider | Semantic Scholar |
|---|---|
| Author | Maciel, Eliana Ribas Maciel, Marinês Ribas Froemming, Lurdes Marlene Seide |
| Copyright Year | 2011 |
| Abstract | This article focuses on the topic of organizational culture related to the brand value as a marketing strategy. Considering the organizational culture as unique and hard to replication, while the brand perceived as an attribute value for customers requires supportive elements to keep in an uncertain environment and continuous changes. Thus, each company has its own history and culture, its context and structure, from which develops strategies for the purpose of achieving their goals. The research behind this method was the case study conducted in the company of Industry Balas Soberana, in Ijui - RS. From the biographical study, are systematised information from the perspective of management, organizational culture and brand. The results of the analysis of systematic information in this study indicate that among the important factors that promoted the revival of the company can be highlighted the history of the brand, product quality, entrepreneurship of management and employee commitment, which are intrinsic in organizational culture. |
| Starting Page | 128 |
| Ending Page | 139 |
| Page Count | 12 |
| File Format | PDF HTM / HTML |
| DOI | 10.5329/RECADM.20111001009 |
| Volume Number | 10 |
| Alternate Webpage(s) | http://www.periodicosibepes.org.br/index.php/recadm/article/download/710/533 |
| Alternate Webpage(s) | https://doi.org/10.5329/RECADM.20111001009 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
