The influence of key capabilities on brand portfolio-based competitive advantage
by Claude Chailan
International Journal of Trade and Global Markets (IJTGM), Vol. 6, No. 2, 2013

Abstract: This research aims to clarify the nature of the links between brand portfolio management, competences and competitive advantage. In a series of interviews within four different cosmetics companies, the author explores their approach to managing the brands they own. This work shows that brand portfolio management is enmeshed in an ensemble of competences acquired over time which are part of the companies' history. The reality that emerges is that a brand portfolio strategy once truly established in an organisation, makes replication by a competitor very difficult due to the in determinability of the causes and effects, and also because it takes a long period of time to build the relevant competencies.

Online publication date: Mon, 29-Sep-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Trade and Global Markets (IJTGM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com