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- Title
DOWNSIZING TAKES ITS TOLL ON BRANDS.
- Authors
Stanton, John L.; George, Richard J.
- Abstract
This article addresses the long term effects that the downsizing of American corporations has had and will continue to have on branded goods and services. The data has been collected by interviewing executives during the three stages of downsizing: executives before the announcement of downsizing, executives retained after the announcement, and downsized (fired) executives. The conclusion is that brand equity is often sacrificed for short-term higher stock market prices, which in turn leads to a weakening of the firm's longer term market position. Brand managers and others responsible for the nurturing and care of corporate brands suffer from a combination of low morale and mistrust of management and are too time starved to build back lost equity.
- Subjects
UNITED States; DOWNSIZING of organizations; CORPORATIONS; BRAND equity; BRAND name products; STOCK prices; MARKET positioning
- Publication
Journal of Marketing Management (10711988), 1998, Vol 8, Issue 1, p80
- ISSN
1071-1988
- Publication type
Article