Gestão estratégica de marca em redes interorganizacionais

Abstract

The fact that enterprises, specially the small and medium ones, are acting more and more in the cooperated form, makes the use of collective strategies a way of transposing obstacles imposed by the hostilities of the market, such as limitations of competitiveness front big enterprises. The interorganizational networks have been presented as an alternative organizational form for the enterprises in search of a higher competitiveness. In the last years, several new networks were formed in the State of Rio Grande do Sul, as well as several new brands appeared as a result of this union of enterprises. So, the objective of this inquiry is to analyze the role of the cooperation between enterprises in the process of strategic management of brands in networks. Aiming to reach this objective two case studies were carried out in interorganizational networks, formed by enterprises of small and medium size, located in the State of Rio Grande do Sul and inserted in the sector of the retail commerce. Therefore, during the year of 2007 there were carried out 12 semi-structured interviews were carried out with key persons from Rede Construir (building materials enterprises association) and from Redefort (grocer enterprises association). The results were analyzed qualitatively and among the main conclusions were detached that the management of collective brands can produce a series of positive results for the participant enterprises of this cooperation process, like for example the increase of visibility and credibility, not to mention the reach of a stronger competitive instance.