Innovation and Brands: The Managers’ Perspective in a Multiple Case Study in a Brazilian Region
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Redalyc
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| Formato: | Artículo científico |
| Lenguaje: | en |
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FUCAPE Business School
2020
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| _version_ | 1876444672099876864 |
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| author | Rogerio Bevilacqua |
| author_facet | Rogerio Bevilacqua |
| contents | Innovation and Brands: The Managers’ Perspective in a Multiple Case Study in a Brazilian Region Rogerio Bevilacqua Verica Freitas Veronica Angélica Freitas de Paula Administración y Contabilidad Brands Innovation Innovative Brands This article aims to identify what an innovative brand is from the perspective of business managers in a region of Brazil, and describe how they manage innovative brands. A multiple case study was carried out with five innovative companies from four economic sectors: telecommunications, information technology, chemicals, and electricity. The interviews with these managers were processed with content analysis, being established sixteen categories which include: definition of innovation; innovative brand features; reasons for innovation; relationship between brands and innovation; area responsible for innovation; dissemination of innovation; organizational culture of new ideas; types of innovation; reduction of time, costs and risks to innovation; relationship between the company and the market; brand strategies; brand personality; integration of the end consumer into innovation; rewards for the consumer; and brand heritage. At the end, theoretical and managerial contributions are presented that can be applied or adapted to other organizations in their process of innovation and brand management. In this sense, it is important to highlight that, in the studied cases, incremental innovation is dominant; the stage at which successful innovations improve consumer brand awareness, attitude, and usage prevails; and the companies studied could be distributed in two of the innovation possibilities proposed by Brexendorf et al. (2015): follower brands and craft-designer led brands. 2020 artículo científico 1807-734X https://www.redalyc.org/articulo.oa?id=123075326005 https://www.redalyc.org/journal/1230/123075326005/ https://www.redalyc.org/journal/1230/123075326005/html/ https://www.redalyc.org/journal/1230/123075326005/123075326005.epub https://www.redalyc.org/journal/1230/123075326005/movil http://dx.doi.org/10.15728/bbr.2020.17.6.5 en http://www.redalyc.org/revista.oa?id=1230 BBR - Brazilian Business Review application/pdf FUCAPE Business School BBR - Brazilian Business Review (Brasil) Num.6 Vol.17 |
| format | Artículo científico |
| id | redalyc_123075326005 |
| institution | Redalyc |
| language | en |
| publishDate | 2020 |
| publisher | FUCAPE Business School |
| spellingShingle | Innovation and Brands: The Managers’ Perspective in a Multiple Case Study in a Brazilian Region Rogerio Bevilacqua Administración y Contabilidad Brands Innovation Innovative Brands Innovation and Brands: The Managers’ Perspective in a Multiple Case Study in a Brazilian Region Rogerio Bevilacqua Verica Freitas Veronica Angélica Freitas de Paula Administración y Contabilidad Brands Innovation Innovative Brands This article aims to identify what an innovative brand is from the perspective of business managers in a region of Brazil, and describe how they manage innovative brands. A multiple case study was carried out with five innovative companies from four economic sectors: telecommunications, information technology, chemicals, and electricity. The interviews with these managers were processed with content analysis, being established sixteen categories which include: definition of innovation; innovative brand features; reasons for innovation; relationship between brands and innovation; area responsible for innovation; dissemination of innovation; organizational culture of new ideas; types of innovation; reduction of time, costs and risks to innovation; relationship between the company and the market; brand strategies; brand personality; integration of the end consumer into innovation; rewards for the consumer; and brand heritage. At the end, theoretical and managerial contributions are presented that can be applied or adapted to other organizations in their process of innovation and brand management. In this sense, it is important to highlight that, in the studied cases, incremental innovation is dominant; the stage at which successful innovations improve consumer brand awareness, attitude, and usage prevails; and the companies studied could be distributed in two of the innovation possibilities proposed by Brexendorf et al. (2015): follower brands and craft-designer led brands. 2020 artículo científico 1807-734X https://www.redalyc.org/articulo.oa?id=123075326005 https://www.redalyc.org/journal/1230/123075326005/ https://www.redalyc.org/journal/1230/123075326005/html/ https://www.redalyc.org/journal/1230/123075326005/123075326005.epub https://www.redalyc.org/journal/1230/123075326005/movil http://dx.doi.org/10.15728/bbr.2020.17.6.5 en http://www.redalyc.org/revista.oa?id=1230 BBR - Brazilian Business Review application/pdf FUCAPE Business School BBR - Brazilian Business Review (Brasil) Num.6 Vol.17 |
| title | Innovation and Brands: The Managers’ Perspective in a Multiple Case Study in a Brazilian Region |
| topic | Administración y Contabilidad Brands Innovation Innovative Brands |
| url | https://www.redalyc.org/articulo.oa?id=123075326005 https://www.redalyc.org/journal/1230/123075326005/ https://www.redalyc.org/journal/1230/123075326005/html/ https://www.redalyc.org/journal/1230/123075326005/123075326005.epub https://www.redalyc.org/journal/1230/123075326005/movil http://dx.doi.org/10.15728/bbr.2020.17.6.5 |