Corporate rebranding on SMES: an analysis based on a framework appllied to big companies the case of Greenwish
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/19936 |
Resumo: | The subject of corporate rebranding has been increasingly gathering consideration among several businesses and organizations, as they continuously attempt to create new and differentiated images in customers minds and/or adapt to the market characteristics. Numerous researches have been done on this theme. However, these studies have been made in large companies' context, regardless the fact of small and medium enterprises representing the most common type of businesses. Accordingly, SMEs differ a lot from large companies, therefore, it is necessary to study how the corporate rebranding process is carried in their context and environment. Bearing in mind the limited studies on corporate rebranding in SMEs, this case study is focused on the rebranding that Greenwish, a healthy food restaurant, has been through. By doing so, this case seeks to comprehend what were the main reasons and motivations to rebrand, and in which ways differed from big companies. Likewise, a deep analysis to the rebranding process itself is conducted, considering the subprocesses, stages and actors involved with the aim of comparing with a theoretical framework applied, again, on big corporations. Ultimately, the findings showed that the corporate rebranding process includes few actors and is mostly owner- driven, as all the actions and decisions revolved around her. Moreover, the findings present unsuitability of the company name as a novel reason for rebranding. Also, due to the nature of the company, corporate rebranding involved product rebranding as well, and (re)launching was almost non-existing. Similarly, many phases and subprocesses were intertwined and/or overlapped. |
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Corporate rebranding on SMES: an analysis based on a framework appllied to big companies the case of GreenwishRebrandingSME Small and Medium EnterprisesRestaurantHealhty foodVegetarianSustainabilityPME Pequenas e Médias EmpresasRestauranteThe subject of corporate rebranding has been increasingly gathering consideration among several businesses and organizations, as they continuously attempt to create new and differentiated images in customers minds and/or adapt to the market characteristics. Numerous researches have been done on this theme. However, these studies have been made in large companies' context, regardless the fact of small and medium enterprises representing the most common type of businesses. Accordingly, SMEs differ a lot from large companies, therefore, it is necessary to study how the corporate rebranding process is carried in their context and environment. Bearing in mind the limited studies on corporate rebranding in SMEs, this case study is focused on the rebranding that Greenwish, a healthy food restaurant, has been through. By doing so, this case seeks to comprehend what were the main reasons and motivations to rebrand, and in which ways differed from big companies. Likewise, a deep analysis to the rebranding process itself is conducted, considering the subprocesses, stages and actors involved with the aim of comparing with a theoretical framework applied, again, on big corporations. Ultimately, the findings showed that the corporate rebranding process includes few actors and is mostly owner- driven, as all the actions and decisions revolved around her. Moreover, the findings present unsuitability of the company name as a novel reason for rebranding. Also, due to the nature of the company, corporate rebranding involved product rebranding as well, and (re)launching was almost non-existing. Similarly, many phases and subprocesses were intertwined and/or overlapped.O tema rebranding corporativo tem atraído cada vez mais atenção entre várias empresas e organizações, que tentam constantemente criar imagens novas e diferenciadas na mente dos consumidores e/ou adaptar-se às características do mercado. Inúmeros estudos foram feitos sobre o tema. No entanto, esses estudos foram feitos no contexto de grandes empresas, independentemente do fato das pequenas e médias empresas representarem a maioria do tecido empresarial. As PMEs diferem muito das grandes empresas, portanto, é necessário estudar como o processo de rebranding corporativo é realizado no seu contexto e ambiente. Tendo em conta o limite de estudos realizados sobre o rebranding das PMEs, este caso de estudo foca-se no rebranding do Greenwish, um restaurante saudável, em Cascais. Este caso procura compreender quais foram as principais razões e motivos do rebranding, e de que formas diferiram das grandes empresas. Da mesma forma, realizou-se uma análise profunda ao processo de rebranding, considerando os subprocessos, etapas e atores envolvidos com o objetivo de comparar com um framework aplicado, novamente, em grandes empresas. Em última análise, os resultados mostraram que o processo de rebranding inclui poucos atores e é principalmente orientado pelo proprietário, pois todas as ações e decisões giraram em torno do mesmo. Além disso, a inadequação do nome da empresa revelou-se como uma nova razão para o rebranding. Devido à natureza da empresa, o rebranding corporativo envolveu o rebranding do produto, e o (re) lançamento foi quase inexistente. Da mesma forma, muitas fases e subprocessos foram interligados e / ou sobrepostos.2020-02-18T13:06:10Z2019-07-29T00:00:00Z2019-07-292019-07info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10071/19936TID:202312240engTravassos, André Marquesinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:49:43Zoai:repositorio.iscte-iul.pt:10071/19936Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:24:26.671699Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Corporate rebranding on SMES: an analysis based on a framework appllied to big companies the case of Greenwish |
title |
Corporate rebranding on SMES: an analysis based on a framework appllied to big companies the case of Greenwish |
spellingShingle |
Corporate rebranding on SMES: an analysis based on a framework appllied to big companies the case of Greenwish Travassos, André Marques Rebranding SME Small and Medium Enterprises Restaurant Healhty food Vegetarian Sustainability PME Pequenas e Médias Empresas Restaurante |
title_short |
Corporate rebranding on SMES: an analysis based on a framework appllied to big companies the case of Greenwish |
title_full |
Corporate rebranding on SMES: an analysis based on a framework appllied to big companies the case of Greenwish |
title_fullStr |
Corporate rebranding on SMES: an analysis based on a framework appllied to big companies the case of Greenwish |
title_full_unstemmed |
Corporate rebranding on SMES: an analysis based on a framework appllied to big companies the case of Greenwish |
title_sort |
Corporate rebranding on SMES: an analysis based on a framework appllied to big companies the case of Greenwish |
author |
Travassos, André Marques |
author_facet |
Travassos, André Marques |
author_role |
author |
dc.contributor.author.fl_str_mv |
Travassos, André Marques |
dc.subject.por.fl_str_mv |
Rebranding SME Small and Medium Enterprises Restaurant Healhty food Vegetarian Sustainability PME Pequenas e Médias Empresas Restaurante |
topic |
Rebranding SME Small and Medium Enterprises Restaurant Healhty food Vegetarian Sustainability PME Pequenas e Médias Empresas Restaurante |
description |
The subject of corporate rebranding has been increasingly gathering consideration among several businesses and organizations, as they continuously attempt to create new and differentiated images in customers minds and/or adapt to the market characteristics. Numerous researches have been done on this theme. However, these studies have been made in large companies' context, regardless the fact of small and medium enterprises representing the most common type of businesses. Accordingly, SMEs differ a lot from large companies, therefore, it is necessary to study how the corporate rebranding process is carried in their context and environment. Bearing in mind the limited studies on corporate rebranding in SMEs, this case study is focused on the rebranding that Greenwish, a healthy food restaurant, has been through. By doing so, this case seeks to comprehend what were the main reasons and motivations to rebrand, and in which ways differed from big companies. Likewise, a deep analysis to the rebranding process itself is conducted, considering the subprocesses, stages and actors involved with the aim of comparing with a theoretical framework applied, again, on big corporations. Ultimately, the findings showed that the corporate rebranding process includes few actors and is mostly owner- driven, as all the actions and decisions revolved around her. Moreover, the findings present unsuitability of the company name as a novel reason for rebranding. Also, due to the nature of the company, corporate rebranding involved product rebranding as well, and (re)launching was almost non-existing. Similarly, many phases and subprocesses were intertwined and/or overlapped. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-07-29T00:00:00Z 2019-07-29 2019-07 2020-02-18T13:06:10Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10071/19936 TID:202312240 |
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http://hdl.handle.net/10071/19936 |
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TID:202312240 |
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eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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