INNOVATION AND NETWORK ASPECTS AFFECTING BRAND IMAGE: THE CASE OF HARKEY-DAVIDOSN AND BUELL

Detalhes bibliográficos
Autor(a) principal: Rimoli, Celso Augusto
Data de Publicação: 2013
Outros Autores: Pastori Noronha, Léo Eduardo, Serralvo, Francisco Antonio
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/41235
Resumo: Among the many trends impacting the business world nowadays two have become most prominent: the high tax of innovation and the fact that society is more and more organizing itself as networks. In addition, some authors pose that in such a society aspects relating to brand management tend to be more relevant for competitive differentiation than those relating to the quality of products. In this context, this paper aims at analyzing how aspects of innovation and networks affect the image of two global brands from the same company in Brazil. This is one of the first empirical investigations on the contributions of a theoretical essay and because of that the work is characterized as an exploratory and descriptive research that employed the case study research strategy. The brands chosen for analysis were Harley-Davidson and Buell, from the motorcycles produced by the Harley-Davidson Motor Company, because they conform to the requirements implicit in the objective. The analysis performed revealed great convergence and adherence between concepts and secondary and primary data collection, reinforcing the conclusions and allowing the formulation of suggestions for future research.
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spelling INNOVATION AND NETWORK ASPECTS AFFECTING BRAND IMAGE: THE CASE OF HARKEY-DAVIDOSN AND BUELLASPECTOS DE INNOVACIÓN Y DE REDES QUE AFECTAN LA IMAGEN DE LA MARCA: EL CASO HARLEY – DAVIDSON Y BUELLASPECTOS DE INOVAÇÃO E DE REDES QUE AFETAM A IMAGEM DA MARCA: O CASO HARLEY-DAVIDSON E BUELLbrand imagebrand identityinnovationbusiness networksImagen de la marcaidentidad de la marcainnovaciónredes de negocio.imagem da marcaidentidade da marcainovaçãoredes de negócio Among the many trends impacting the business world nowadays two have become most prominent: the high tax of innovation and the fact that society is more and more organizing itself as networks. In addition, some authors pose that in such a society aspects relating to brand management tend to be more relevant for competitive differentiation than those relating to the quality of products. In this context, this paper aims at analyzing how aspects of innovation and networks affect the image of two global brands from the same company in Brazil. This is one of the first empirical investigations on the contributions of a theoretical essay and because of that the work is characterized as an exploratory and descriptive research that employed the case study research strategy. The brands chosen for analysis were Harley-Davidson and Buell, from the motorcycles produced by the Harley-Davidson Motor Company, because they conform to the requirements implicit in the objective. The analysis performed revealed great convergence and adherence between concepts and secondary and primary data collection, reinforcing the conclusions and allowing the formulation of suggestions for future research. Entre las diversas tendencias que impactan actualmente el mundo de los negocios dos se destacan: el alta taja de innovación y el facto de la sociedad se organizar cada vez más en redes. En complementación, algunos autores resaltan que en una sociedad como esa los aspectos relacionados a la marca tienden a ser más relevantes para la diferenciación competitiva de la oferta de las empresas que aquellos vinculados a la calidad del producto. En ese contexto, el objetivo de este artículo es analizar como aspectos de innovación y de redes afectan la imagen de dos marcas globales de una empresa en Brasil. Se trata de una de las primeras investigaciones empíricas de las contribuciones de un ensayo teórico y así el trabajo envolvió la realización de una investigación exploratorio-descriptiva que empleó la estrategia de investigación estudio de casos. Se analizó las marcas Harley-Davidson y Buell, de motocicletas fabricadas por la empresa Harley-Davidson Motor Company por cumplir los requisitos implícitos en el objetivo. Las análisis realizadas permitieron verificar una gran convergencia y adherencia de resultados entre la parte conceptual, las informaciones secundarias y las informaciones primarias colectadas, afirmando las conclusiones y permitiendo la formulación de sugerencias para investigaciones futuras. Entre as diversas tendências que impactam atualmente o mundo dos negócios duas se destacam: a alta taxa de inovação e o fato de a sociedade se organizar cada vez mais em redes. Em complementação, alguns autores ressaltam que, em uma sociedade como essa os aspectos relacionados à marca tendem a ser mais relevantes para a diferenciação competitiva da oferta das empresas do que aqueles ligados à qualidade do produto. Nesse contexto, o objetivo deste artigo é analisar como aspectos de inovação e de redes afetam a imagem de duas marcas globais de uma mesma empresa no Brasil. Trata-se de uma das primeiras investigações empíricas das contribuições de um ensaio teórico e por isso o trabalho envolveu a realização de uma pesquisa exploratório-descritiva que empregou a estratégia de pesquisa estudo de casos. Foram analisadas as marcas Harley-Davidson e Buell, de motocicletas fabricadas pela empresa Harley-Davidson Motor Company em função de elas atenderem aos requisitos implícitos no objetivo. As análises realizadas permitiram verificar uma grande convergência e aderência de resultados entre a parte conceitual, as informações secundárias e as informações primárias coletadas, reforçando as conclusões e permitindo a formulação de sugestões para pesquisas futuras. Universidade Federal do Rio Grande do Sul2013-08-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionscientific articleestudio de casoAvaliado pelos paresinfo:eu-repo/semantics/otherapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/41235Electronic Review of Administration; Vol. 19 No. 2 (2013): Edição 75 - mai/ago 2013; 401-432Revista Electrónica de Administración; Vol. 19 Núm. 2 (2013): Edição 75 - mai/ago 2013; 401-432Revista Eletrônica de Administração; v. 19 n. 2 (2013): Edição 75 - mai/ago 2013; 401-4321413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/41235/26117Rimoli, Celso AugustoPastori Noronha, Léo EduardoSerralvo, Francisco Antonioinfo:eu-repo/semantics/openAccess2013-08-14T18:40:38Zoai:seer.ufrgs.br:article/41235Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-08-14T18:40:38REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv INNOVATION AND NETWORK ASPECTS AFFECTING BRAND IMAGE: THE CASE OF HARKEY-DAVIDOSN AND BUELL
ASPECTOS DE INNOVACIÓN Y DE REDES QUE AFECTAN LA IMAGEN DE LA MARCA: EL CASO HARLEY – DAVIDSON Y BUELL
ASPECTOS DE INOVAÇÃO E DE REDES QUE AFETAM A IMAGEM DA MARCA: O CASO HARLEY-DAVIDSON E BUELL
title INNOVATION AND NETWORK ASPECTS AFFECTING BRAND IMAGE: THE CASE OF HARKEY-DAVIDOSN AND BUELL
spellingShingle INNOVATION AND NETWORK ASPECTS AFFECTING BRAND IMAGE: THE CASE OF HARKEY-DAVIDOSN AND BUELL
Rimoli, Celso Augusto
brand image
brand identity
innovation
business networks
Imagen de la marca
identidad de la marca
innovación
redes de negocio.
imagem da marca
identidade da marca
inovação
redes de negócio
title_short INNOVATION AND NETWORK ASPECTS AFFECTING BRAND IMAGE: THE CASE OF HARKEY-DAVIDOSN AND BUELL
title_full INNOVATION AND NETWORK ASPECTS AFFECTING BRAND IMAGE: THE CASE OF HARKEY-DAVIDOSN AND BUELL
title_fullStr INNOVATION AND NETWORK ASPECTS AFFECTING BRAND IMAGE: THE CASE OF HARKEY-DAVIDOSN AND BUELL
title_full_unstemmed INNOVATION AND NETWORK ASPECTS AFFECTING BRAND IMAGE: THE CASE OF HARKEY-DAVIDOSN AND BUELL
title_sort INNOVATION AND NETWORK ASPECTS AFFECTING BRAND IMAGE: THE CASE OF HARKEY-DAVIDOSN AND BUELL
author Rimoli, Celso Augusto
author_facet Rimoli, Celso Augusto
Pastori Noronha, Léo Eduardo
Serralvo, Francisco Antonio
author_role author
author2 Pastori Noronha, Léo Eduardo
Serralvo, Francisco Antonio
author2_role author
author
dc.contributor.author.fl_str_mv Rimoli, Celso Augusto
Pastori Noronha, Léo Eduardo
Serralvo, Francisco Antonio
dc.subject.por.fl_str_mv brand image
brand identity
innovation
business networks
Imagen de la marca
identidad de la marca
innovación
redes de negocio.
imagem da marca
identidade da marca
inovação
redes de negócio
topic brand image
brand identity
innovation
business networks
Imagen de la marca
identidad de la marca
innovación
redes de negocio.
imagem da marca
identidade da marca
inovação
redes de negócio
description Among the many trends impacting the business world nowadays two have become most prominent: the high tax of innovation and the fact that society is more and more organizing itself as networks. In addition, some authors pose that in such a society aspects relating to brand management tend to be more relevant for competitive differentiation than those relating to the quality of products. In this context, this paper aims at analyzing how aspects of innovation and networks affect the image of two global brands from the same company in Brazil. This is one of the first empirical investigations on the contributions of a theoretical essay and because of that the work is characterized as an exploratory and descriptive research that employed the case study research strategy. The brands chosen for analysis were Harley-Davidson and Buell, from the motorcycles produced by the Harley-Davidson Motor Company, because they conform to the requirements implicit in the objective. The analysis performed revealed great convergence and adherence between concepts and secondary and primary data collection, reinforcing the conclusions and allowing the formulation of suggestions for future research.
publishDate 2013
dc.date.none.fl_str_mv 2013-08-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
scientific article
estudio de caso
Avaliado pelos pares
info:eu-repo/semantics/other
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/41235
url https://seer.ufrgs.br/index.php/read/article/view/41235
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/41235/26117
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 19 No. 2 (2013): Edição 75 - mai/ago 2013; 401-432
Revista Electrónica de Administración; Vol. 19 Núm. 2 (2013): Edição 75 - mai/ago 2013; 401-432
Revista Eletrônica de Administração; v. 19 n. 2 (2013): Edição 75 - mai/ago 2013; 401-432
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
repository.name.fl_str_mv REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ea_read@ufrgs.br
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