The paper analyzes multibrand strategy in symbolintense industries to verify if it supports company performance and their competitiveness. We find no systematic difference in results between mono and multi-brand companies and we discover that the key drivers are the maximization of the company size and the focus on the symbolic competition.
I gruppi multi-brand nei settori ad elevato contenuto simbolico
CARCANO, LUANA;ROVETTA, BARBARA
2010
Abstract
The paper analyzes multibrand strategy in symbolintense industries to verify if it supports company performance and their competitiveness. We find no systematic difference in results between mono and multi-brand companies and we discover that the key drivers are the maximization of the company size and the focus on the symbolic competition.
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