The challenges of repositioning an international branda case study on the hospitality industry

Resumo

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.

Ficha do documento

Tipo

Dissertação

Ano

2011

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Inglês

Acesso

Acesso restrito

Identificador

oai:repositorio.fgv.br:10438/8665

Temas

Desenvolvimento Econômico

Palavras-chave

ChallengesDifferentiationHospitality industryInternational brandMarketing strategyCiência políticaMarketing - AdministraçãoPlanejamento estratégicoIndústria de hospitalidadeMarca registrada