Internationalization of Brazilian brands of luxury: a case study of the H. Stern jewelry
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Data de Publicação: | 2009 |
Outros Autores: | , , , , |
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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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 |
format |
article |
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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1793890309082447872 |