A inteligência competitiva aplicada à comunicação e à arquitetura da marca de uma organização 10.5007/1518-2924.2004v9nesp1p47

Encontros Bibli: revista eletrônica de biblioteconomia e ciência da informação

Reginaldo C. Padovani¹  Fernando L. C. Miquelino¹  Raimundo N. M. Santos² 

[1] CPqD - Campinas - SP;PUC - Campinas - SP

关键词: Marca;    Branding;    Vantagem competitiva;    Inteligência competitiva;    Comunicação;    Brand;    Competitive advantage;    Competitive intelligence;    Communication;   

DOI  :  

学科分类：社会科学、人文和艺术（综合）

来源: Universidade Federal de Santa Catarina * Departamento da Ciencia da Informacao

【 摘 要 】

This paper intends to present that the simple choice of an exclusive positioning does not establish guarantee of creation of a real sustainable competitive advantage. First because if it will not be shared by the organization, it can not be feasible, second due to threat of the imitation of the competitors, for the obviously or low entrance barrier. The organization have to define a positioning associated with the distinct form that its operates the chain value, considering the skill of being and making that it creates systems, procedures, services, rites, etc., that are characteristic and only, as if derived from the same genetic identity, of difficult imitation for others that dont have the organization essence. This essence must be reflected in the organization brand and its products, which finds in the communication constructed on the competitive intelligence basis its more important tool.

【 授权许可】

Unknown