Tesis doctoral de Gustavo Guillermo García Mansilla
The research describes the full process of organizing all the activities of a multimedia conglomerate around its brands, making them the main asset and the center of strategic and managerial decisions. It is based on a case analysis method, taking as a study object the spanish multimedia group unidad editorial (publisher of three of the top strong media brands in spain: el mundo -daily newspaper-, marca ¿sports- and expansión -financial contents-). a change management process took place within the company after top management decided to put brands in the middle of their decisions. A deep analysis of brands positioning, value and equity is deployed throughout the research based on unpublished data. main conclusions are: 1) organizing a media company around its brands implies a deep cultural change for the whole organization. 2) the process is complex and has impacts on the organization as a whole. A key success factor is to discover and empower key leaders for developing a new organizational model. 3) it is a must for shareholders and senior managers to realize how strong their brands are before moving into a new organizational model around brans. Those brands that not fit into a strong-brand category would not be competitive and its continuity should be reconsidered. 4) putting brands as the center of the strategy and organization only makes sense if a company is keen on moving to less comfortable market positions, where new players and customers would appear as competitors and opportunities. 5) brand building is a process that overpasses fiscal years. It has a different rhythm and as a consequence senior managers must manage the long term as a horizon instead of year or quarterly reporting. 6) improving business skills around its brands grants to a company the development of a unique character and personality in front of its clients and competitors. In the end it leads to the main goal of any competitive strategy: being different.
Datos académicos de la tesis doctoral «La organización en torno a marcas como ventaja competitiva: el caso de unidad editorial«
- Título de la tesis: La organización en torno a marcas como ventaja competitiva: el caso de unidad editorial
- Autor: Gustavo Guillermo García Mansilla
- Universidad: Navarra
- Fecha de lectura de la tesis: 09/05/2013
Dirección y tribunal
- Director de la tesis
- tabernero Sánchez Sánchez
- Tribunal
- Presidente del tribunal: Juan manuel De toro martín
- pedro García alonso (vocal)
- ángel Arrese reca (vocal)
- Mª rosario De mateo pérez (vocal)