Fatores de sucesso para a representação de marcas internacionais

: estudo de caso do grupo Brodheim

Abstract

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.

Date of Award	24 Sept 2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)