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- Title
LES ENJEUX DE L'ABANDON D'UNE MARQUE LOCALE.
- Authors
Pauwels-Delassus, Véonique; Fosse-Gomez, Marie-Hélène
- Abstract
Abandoning a local brand in favour of a global brand is a strategy often used by multinational companies to optimize their portfolio of brands. However, this strategy is risky because local brands have an undeniable value that may be lost. Using the application of the central core theory to brands, the aim of this paper is to understand if it is possible to transfer some values of a local brand to a global one. The research focuses on a real case study. The replacement of the Marie Thumas brand by the Bonduelle brand is analyzed with a longitudinal approach over a period of three years. The results indicate a possible transfer of both peripheral and central associations, and also that an attachment to the local brand plays an important role in the process.
- Subjects
BRAND name products; BUSINESS planning; INTERNATIONAL business enterprises; PORTFOLIO management (Investments); LONGITUDINAL method; COMMERCIAL products
- Publication
Décisions Marketing, 2012, Issue 67, p11
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.067.11.22