THE TRANSNATIONAL STRATEGIES OF THE FOOD INDUSTRY: THE ROLE OF THE MARKS

Detalhes bibliográficos
Autor(a) principal: Saracini, Terezinha
Data de Publicação: 2000
Outros Autores: da Camara, Márcia Regina Gabardo
Tipo de documento: Artigo
Idioma: por
Título da fonte: Informe Gepec (Online)
Texto Completo: https://e-revista.unioeste.br/index.php/gepec/article/view/1094
Resumo: This article discusses the role of the marks in the competitively strategies of the transnational food companies. In recent years, those companies have carried yours expansion process by means of mergers and acquisitions oriented by the search of strategic patrimony defined in form of technological and managerial capabilities and consolidated local marks. The main conclusion is that the marks can be seen as a link between the strategy of conquest of new markets and the differentiation of products as “competitively weapon” of producer company of food for final consumption. 
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spelling THE TRANSNATIONAL STRATEGIES OF THE FOOD INDUSTRY: THE ROLE OF THE MARKSESTRATÉGIAS DAS TRANSNACIONAIS DA INDÚSTRIA DE ALIMENTOS: O PAPEL DAS MARCASempresas transnacionaisindustria de alimentosmarcas.This article discusses the role of the marks in the competitively strategies of the transnational food companies. In recent years, those companies have carried yours expansion process by means of mergers and acquisitions oriented by the search of strategic patrimony defined in form of technological and managerial capabilities and consolidated local marks. The main conclusion is that the marks can be seen as a link between the strategy of conquest of new markets and the differentiation of products as “competitively weapon” of producer company of food for final consumption.  O artigo discute o papel das marcas nas estratégias concorrenciais das empresas transnacionais de alimentos. no período recente essas empresas têm conduzido seus processos de expansão por meio de fusões e aquisições orientadas pela busca de patrimônio estratégico na forma de capacidades tecnológica e organizacional e de marcas consolidadas em mercados regionais. a principal conclusão é de que, as marcas podem ser vistas como um elo de ligação entre a estratégia de conquista de novos mercados, e, da diferenciação de produtos como principal “arma” concorrencial das empresas produtoras de alimentos para consumo final.  EdUnioeste2000-01-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://e-revista.unioeste.br/index.php/gepec/article/view/109410.48075/igepec.v11i1.1094Informe GEPEC; v. 11 n. 1 (2007)1679-415X1676-067010.48075/igepec.v11i1reponame:Informe Gepec (Online)instname:Universidade Estadual do Oeste do Paraná (UNIOESTE)instacron:UNIOESTEporhttps://e-revista.unioeste.br/index.php/gepec/article/view/1094/920Saracini, Terezinhada Camara, Márcia Regina Gabardoinfo:eu-repo/semantics/openAccess2023-05-16T22:15:07Zoai:ojs.e-revista.unioeste.br:article/1094Revistahttps://e-revista.unioeste.br/index.php/gepecPUBhttps://e-revista.unioeste.br/index.php/gepec/oairevista.gepec@gmail.com1679-415X1676-0670opendoar:2023-05-16T22:15:07Informe Gepec (Online) - Universidade Estadual do Oeste do Paraná (UNIOESTE)false
dc.title.none.fl_str_mv THE TRANSNATIONAL STRATEGIES OF THE FOOD INDUSTRY: THE ROLE OF THE MARKS
ESTRATÉGIAS DAS TRANSNACIONAIS DA INDÚSTRIA DE ALIMENTOS: O PAPEL DAS MARCAS
title THE TRANSNATIONAL STRATEGIES OF THE FOOD INDUSTRY: THE ROLE OF THE MARKS
spellingShingle THE TRANSNATIONAL STRATEGIES OF THE FOOD INDUSTRY: THE ROLE OF THE MARKS
Saracini, Terezinha
empresas transnacionais
industria de alimentos
marcas.
title_short THE TRANSNATIONAL STRATEGIES OF THE FOOD INDUSTRY: THE ROLE OF THE MARKS
title_full THE TRANSNATIONAL STRATEGIES OF THE FOOD INDUSTRY: THE ROLE OF THE MARKS
title_fullStr THE TRANSNATIONAL STRATEGIES OF THE FOOD INDUSTRY: THE ROLE OF THE MARKS
title_full_unstemmed THE TRANSNATIONAL STRATEGIES OF THE FOOD INDUSTRY: THE ROLE OF THE MARKS
title_sort THE TRANSNATIONAL STRATEGIES OF THE FOOD INDUSTRY: THE ROLE OF THE MARKS
author Saracini, Terezinha
author_facet Saracini, Terezinha
da Camara, Márcia Regina Gabardo
author_role author
author2 da Camara, Márcia Regina Gabardo
author2_role author
dc.contributor.author.fl_str_mv Saracini, Terezinha
da Camara, Márcia Regina Gabardo
dc.subject.por.fl_str_mv empresas transnacionais
industria de alimentos
marcas.
topic empresas transnacionais
industria de alimentos
marcas.
description This article discusses the role of the marks in the competitively strategies of the transnational food companies. In recent years, those companies have carried yours expansion process by means of mergers and acquisitions oriented by the search of strategic patrimony defined in form of technological and managerial capabilities and consolidated local marks. The main conclusion is that the marks can be seen as a link between the strategy of conquest of new markets and the differentiation of products as “competitively weapon” of producer company of food for final consumption. 
publishDate 2000
dc.date.none.fl_str_mv 2000-01-01
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://e-revista.unioeste.br/index.php/gepec/article/view/1094
10.48075/igepec.v11i1.1094
url https://e-revista.unioeste.br/index.php/gepec/article/view/1094
identifier_str_mv 10.48075/igepec.v11i1.1094
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://e-revista.unioeste.br/index.php/gepec/article/view/1094/920
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 EdUnioeste
publisher.none.fl_str_mv EdUnioeste
dc.source.none.fl_str_mv Informe GEPEC; v. 11 n. 1 (2007)
1679-415X
1676-0670
10.48075/igepec.v11i1
reponame:Informe Gepec (Online)
instname:Universidade Estadual do Oeste do Paraná (UNIOESTE)
instacron:UNIOESTE
instname_str Universidade Estadual do Oeste do Paraná (UNIOESTE)
instacron_str UNIOESTE
institution UNIOESTE
reponame_str Informe Gepec (Online)
collection Informe Gepec (Online)
repository.name.fl_str_mv Informe Gepec (Online) - Universidade Estadual do Oeste do Paraná (UNIOESTE)
repository.mail.fl_str_mv revista.gepec@gmail.com
_version_ 1796797389607010304

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