BRAND VALUE AND ORGANIZATIONAL CULTURE AS STRATEGIC STRONGHOLDS IN THE LIFE CYCLE OF A BUSINESS: 92 YEARS INDUSTRY BALAS SOBERANA

• Autor(a) principal: Maciel, Eliana Ribas
• Data de Publicação: 2011
• Outros Autores: Maciel, Marinês Ribas, Froemming, Lurdes Marlene Seide
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Eletrônica de Ciência Administrativa
• Texto Completo: http://www.periodicosibepes.org.br/index.php/recadm/article/view/710
• topic: Brand value; Organizational culture; Marketing strategy; Valor da marca; cultura organizacional; marketing estratégico

This article focuses on the topic of organizational culture related to the brand value as a marketing strategy. Considering the organizational culture as unique and hard to replication, while the brand perceived as an attribute value for customers requires supportive elements to keep in an uncertain environment and continuous changes. Thus, each company has its own history and culture, its context and structure, from which develops strategies for the purpose of achieving their goals. The research behind this method was the case study conducted in the company of Industry Balas Soberana, in Ijuí - RS. From the biographical study, are systematised information from the perspective of management, organizational culture and brand. The results of the analysis of systematic information in this study indicate that among the important factors that promoted the revival of the company can be highlighted the history of the brand, product quality, entrepreneurship of management and employee commitment, which are intrinsic in organizational culture.