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Abstract(s)
Esta dissertação teve por objetivo responder à questão de investigação “Quais os
fatores que permitem a representação, com sucesso, de marcas internacionais de
vestuário e acessórios?”. Para o efeito foi efetuada uma revisão bibliográfica aos
corpos teóricos: (A) fatores que permitem a representação com sucesso. (B)
sucesso e performance e (C) marcas internacionais/globais, distribuição e retalho.
De seguida foi desenvolvido um modelo conceptual que aplicado ao estudo de caso
do Grupo Brodheim identificou 16 fatores de sucesso, agregados em 6 categorias:
(1) gestão estratégica formalizada e com foco na satisfação dos stakeholders, (2)
história da empresa, solidez financeira e rigor na gestão dos recursos, (3) ênfase no
capital humano e sistemas de informação, (4) elevadas competências de marketing
e de gestão de marcas, (5) elevadas competências na gestão de redes de contactos
e parcerias e (6) competências e capacidades para decisões imobiliárias inerentes à
localização, gestão e manutenção das lojas monomarca próprias.
This thesis aimed to answer the research question "What factors allow the successfully representation of international brand of clothing and accessories?". For this purpose a literature review was conducted on theoretical approaches: (A) factors that allow the representation successfully. (B) success and performance and (C) international/global brands, distribution and retail. Then was developed a framework that applied to the case study of Brodheim Group identified 16 success factors, aggregated into 6 categories: (1) strategic and formalized management with a focus on stakeholder satisfaction, (2) the company's history, financial strength and rigor in the management of resources, (3) emphasis on human capital and information systems, (4) high skills on marketing and brand management, (5) high competencies in managing networks of contacts and partnerships and (6) skills and capabilities for real estate decisions inherent to the location, management and maintenance of single-brand owned stores.
This thesis aimed to answer the research question "What factors allow the successfully representation of international brand of clothing and accessories?". For this purpose a literature review was conducted on theoretical approaches: (A) factors that allow the representation successfully. (B) success and performance and (C) international/global brands, distribution and retail. Then was developed a framework that applied to the case study of Brodheim Group identified 16 success factors, aggregated into 6 categories: (1) strategic and formalized management with a focus on stakeholder satisfaction, (2) the company's history, financial strength and rigor in the management of resources, (3) emphasis on human capital and information systems, (4) high skills on marketing and brand management, (5) high competencies in managing networks of contacts and partnerships and (6) skills and capabilities for real estate decisions inherent to the location, management and maintenance of single-brand owned stores.
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Keywords
Gestão de Marcas Distribuição Retalho Brand Management Distribution Retail