Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry

Detalhes bibliográficos
Autor(a) principal: Albino, José Coelho de Andrade
Data de Publicação: 2009
Outros Autores: Guimarães, Felipe Jurdi, Oliveira, Adalberto Ribeiro de, Almeida, Bernardo Freitas de, Gomes, Bruna Mota Machado, Sepúlveda, Luiza Tanajura
Tipo de documento: Artigo
Idioma: por
Título da fonte: Internext
Texto Completo: https://internext.espm.br/internext/article/view/84
Resumo: This case study analyses the issues concerning the management of global luxury brands, specially those originated from third world countries, such as Brazil. In order to perform this research, the case study approach has been chosen, having as empirical object the Brazilian jewelry H. Stern. The study is based on bibliographical research as well as interviews with the company’s managers; technical visits to H. Stern’s headquarters and main stores, documental research and discourse analysis of the jewelry’s national and international advertisements compared to its competitors. The results found indicate that H. Stern has followed the Uppsala School´s assumptions in order to promote it´s internationalization. H. Stern branding practices can be considered a transition between the first and the second wave of branding, according to Antorini and Schultz (2005) classification. Related to the luxury brand managing model developed by Beverland (2004), it can be affirmed that H. Stern manages it´s brand in a global context, in a consistent and integrated way.
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spelling Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelryInternacionalização de marcas de luxo brasileiras: um estudo de caso da joalheria H. Stern.BrandingMarca de LuxoInternacionalizaçãoJoalheriaEstratégiaThis case study analyses the issues concerning the management of global luxury brands, specially those originated from third world countries, such as Brazil. In order to perform this research, the case study approach has been chosen, having as empirical object the Brazilian jewelry H. Stern. The study is based on bibliographical research as well as interviews with the company’s managers; technical visits to H. Stern’s headquarters and main stores, documental research and discourse analysis of the jewelry’s national and international advertisements compared to its competitors. The results found indicate that H. Stern has followed the Uppsala School´s assumptions in order to promote it´s internationalization. H. Stern branding practices can be considered a transition between the first and the second wave of branding, according to Antorini and Schultz (2005) classification. Related to the luxury brand managing model developed by Beverland (2004), it can be affirmed that H. Stern manages it´s brand in a global context, in a consistent and integrated way.Este estudo analisa os desafios que envolvem a gestão de marcas globais que atuam no campo do luxo, principalmente aquelas com origem em países do terceiro mundo como o Brasil. Para a realização da pesquisa, adotou-se como estratégia metodológica o estudo de caso único, tendo-se como objeto empírico a joalheria H. Stern. O estudo se baseia em pesquisas bibliográficas; entrevistas em profundidade com os dirigentes da empresa; visitas técnicas à sua sede e principais lojas, pesquisa documental e análise de discurso das campanhas nacionais e internacionais da marca e dos seus principais concorrentes. Concluiu-se, ao final da pesquisa, que a empresa seguiu os pressupostos da Escola de Uppsala ao promover sua internacionalização, assim como se encontra em fase de transição entre a primeira e segunda corrente do branding, conforme classificação proposta por Schultz, Antorini e Csaba (2005). Já com relação ao modelo de gestão de marcas de luxo desenvolvido por Beverland (2004), pode-se afirmar que a H. Stern gerencia, de forma consistente e integrada, sua marca em contexto global.Escola Superior de Propaganda e Marketing - ESPM2009-03-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://internext.espm.br/internext/article/view/8410.18568/1980-4865.41100-129Internext - International Business and Management Review ; Vol. 4 No. 1 (2009); 100-129Internext; v. 4 n. 1 (2009); 100-1291980-4865reponame:Internextinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMporhttps://internext.espm.br/internext/article/view/84/80Copyright (c) 2015 Internextinfo:eu-repo/semantics/openAccessAlbino, José Coelho de AndradeGuimarães, Felipe JurdiOliveira, Adalberto Ribeiro deAlmeida, Bernardo Freitas deGomes, Bruna Mota MachadoSepúlveda, Luiza Tanajura2023-03-27T20:33:07Zoai:ojs.emnuvens.com.br:article/84Revistahttps://internext.espm.br/internextPRIhttps://internext.espm.br/internext/oaiinternext@espm.br1980-48651980-4865opendoar:2023-03-27T20:33:07Internext - Escola Superior de Propaganda e Marketing (ESPM)false
dc.title.none.fl_str_mv Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry
Internacionalização de marcas de luxo brasileiras: um estudo de caso da joalheria H. Stern.
title Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry
spellingShingle Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry
Albino, José Coelho de Andrade
Branding
Marca de Luxo
Internacionalização
Joalheria
Estratégia
title_short Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry
title_full Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry
title_fullStr Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry
title_full_unstemmed Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry
title_sort Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry
author Albino, José Coelho de Andrade
author_facet Albino, José Coelho de Andrade
Guimarães, Felipe Jurdi
Oliveira, Adalberto Ribeiro de
Almeida, Bernardo Freitas de
Gomes, Bruna Mota Machado
Sepúlveda, Luiza Tanajura
author_role author
author2 Guimarães, Felipe Jurdi
Oliveira, Adalberto Ribeiro de
Almeida, Bernardo Freitas de
Gomes, Bruna Mota Machado
Sepúlveda, Luiza Tanajura
author2_role author
author
author
author
author
dc.contributor.author.fl_str_mv Albino, José Coelho de Andrade
Guimarães, Felipe Jurdi
Oliveira, Adalberto Ribeiro de
Almeida, Bernardo Freitas de
Gomes, Bruna Mota Machado
Sepúlveda, Luiza Tanajura
dc.subject.por.fl_str_mv Branding
Marca de Luxo
Internacionalização
Joalheria
Estratégia
topic Branding
Marca de Luxo
Internacionalização
Joalheria
Estratégia
description This case study analyses the issues concerning the management of global luxury brands, specially those originated from third world countries, such as Brazil. In order to perform this research, the case study approach has been chosen, having as empirical object the Brazilian jewelry H. Stern. The study is based on bibliographical research as well as interviews with the company’s managers; technical visits to H. Stern’s headquarters and main stores, documental research and discourse analysis of the jewelry’s national and international advertisements compared to its competitors. The results found indicate that H. Stern has followed the Uppsala School´s assumptions in order to promote it´s internationalization. H. Stern branding practices can be considered a transition between the first and the second wave of branding, according to Antorini and Schultz (2005) classification. Related to the luxury brand managing model developed by Beverland (2004), it can be affirmed that H. Stern manages it´s brand in a global context, in a consistent and integrated way.
publishDate 2009
dc.date.none.fl_str_mv 2009-03-11
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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status_str publishedVersion
dc.identifier.uri.fl_str_mv https://internext.espm.br/internext/article/view/84
10.18568/1980-4865.41100-129
url https://internext.espm.br/internext/article/view/84
identifier_str_mv 10.18568/1980-4865.41100-129
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://internext.espm.br/internext/article/view/84/80
dc.rights.driver.fl_str_mv Copyright (c) 2015 Internext
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2015 Internext
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing - ESPM
publisher.none.fl_str_mv Escola Superior de Propaganda e Marketing - ESPM
dc.source.none.fl_str_mv Internext - International Business and Management Review ; Vol. 4 No. 1 (2009); 100-129
Internext; v. 4 n. 1 (2009); 100-129
1980-4865
reponame:Internext
instname:Escola Superior de Propaganda e Marketing (ESPM)
instacron:ESPM
instname_str Escola Superior de Propaganda e Marketing (ESPM)
instacron_str ESPM
institution ESPM
reponame_str Internext
collection Internext
repository.name.fl_str_mv Internext - Escola Superior de Propaganda e Marketing (ESPM)
repository.mail.fl_str_mv internext@espm.br
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