Título: | CHALLENGES AND OPPORTUNITIES IN MANAGING LIFESTYLE BRANDS ACQUIRED BY LARGE COMPANIES | ||||||||||||
Autor: |
VINICIUS AGUIAR RIBEIRO |
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Colaborador(es): |
LUIS ALEXANDRE GRUBITS DE PAULA PESSOA - Orientador |
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Catalogação: | 18/ABR/2022 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | THESIS | ||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=58627&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=58627&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.58627 | ||||||||||||
Resumo: | |||||||||||||
In the last decades, the business environment has been undergoing several
transformations, influenced by the consequences of globalization, the evolution of
digital media, the impacts on the environment, among other aspects. This scenario
imposes significant challenges for the companies, such as the rise of the so-called
Lifestyle Brands, brands that build deep connections with their users through purposes,
values and principles, often linked to ESG factors (Environmental, Social and
Governance). As a growth and defense strategy, several large companies have been
acquiring Lifestyle Brands in different segments of products and services, which
creates challenges and opportunities, from a marketing management point of view, for
companies, as well as for the new brands. The present study sought to identify and
explore these issues, as well as pointing out managerial contributions to companies and
brands, based on in-depth interviews with a panel of experts formed by marketing
professionals who worked in the management of Lifestyle Brands during the transition
period of the brands to the new company. Through the interviews, it was possible to
point out and analyze the main challenges faced, which include, mainly, the potential
impacts on the authenticity of the brand; the risks associated with the internal
prioritizations made by the new company; the tensions generated between short-term
and long-term decisions; and the possible different business models between the brand
and the company. Regarding the opportunities, the highlights were the potential
learning and influences of Lifestyle Brands on other company brands; and the synergies
and expansions that the new company can provide for the acquired Lifestyle Brand.
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