Skip to main content

Managing Successful Brands: An Empirical Study which Compares the Corporate Cultures of Companies Managing the World's Top 100 Brands with Those Managing Outsider Brands.

Buy Article:

$55.00 plus tax (Refund Policy)

Corporate culture can be a significant, strategic factor in the successful management of brands. Through a comparative research survey into the World's Top 100 brand companies and those outside this category (Outsider brand companies), this article explores whether the corporate cultures of the Top 100 brand companies are different from those of Outsider brand companies.

Most of the significant differences were found in the consumer goods sector, traditionally associated with strong brands. Top 100 managers were found to be more at ease with themselves and their companies than managers of Outsider brands. They were also better able to handle conflict through corporate cultures which emphasised open discussion, (even argument). Significantly, the research found that the corporate cultures of Top 100 brand companies were perceived as 'stronger' than those of Outsider brands, and, though not necessarily a success factor in itself, when linked to values, beliefs and behaviours such as those identified in this paper, were associated with successful brands.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Data/Media
No Metrics

Document Type: Research Article

Publication date: 1999-04-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more