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Purpose – Stemming from extant literature on consumer brand narratives and the rising quest for consumption authenticity, the chapter aims at merging these two streams of…
Purpose – Stemming from extant literature on consumer brand narratives and the rising quest for consumption authenticity, the chapter aims at merging these two streams of knowledge. How can brand authenticity be defined and narrated? To what extent do companies and consumers interact? What are the consequences for branding?
Methodology – The chapter is case-based, and illustrates the branding strategy of l’Occitane en Provence, a company producing toiletries with a strong Mediterranean rooting. Data were collected through multisited ethnographic fieldwork in Paris and Manosque, Haute Provence. Depth and short interviews with customers and managers of l’Occitane were complemented by extensive observation and secondary data. The comprehensive dataset was analyzed consistently with interpretive research tenets.
Findings – Data document (i) five dimensions of brand authenticity contextualized to l’Occitane Mediterranean brand; (ii) the different branding strategies made possible to companies by the varied combination of these five dimensions; and (iii) the distinct profiles of brand consumers according to the specific authentic narrative each of them is more receptive to.
Practical implications – Implications for authentic brand narratives are drawn. I argue that when companies adopt a narrative approach to branding they can establish a stronger dialogue with customers and defend their competitive advantage more effectively. Actually, each brand narrative cannot be easily imitated by competitors since its imitation would turn out as a fake, unauthentic tale for the market.
Originality of the chapter – The chapter contributes to the fields of branding and authenticity, by extending the notion and understanding of consumption authenticity to brands.
The purpose of this paper is to investigate the role of strategic communication during a change management process within the internationally famous Ferrari corporation…
The purpose of this paper is to investigate the role of strategic communication during a change management process within the internationally famous Ferrari corporation. The aim is to show that strategic communication, through its main components, can be a pivotal lever that supports continuous improvement and helps drive organizational success.
The change management process at Ferrari is described and interpreted through the framework of the entrepreneurial organization theory (EOT), from which the four components of strategic communication are derived.
The paper explores the case of Ferrari, which started a reorganization process in which the main actors were employees and strategic communication represented the crucial component.
This paper focuses on one single organization. Additional research is needed to generalize the effectiveness of the proposed strategic communication model.
The paper shows that the four strategic communication components (i.e. aligning, energizing, visioning, and constituting), if applied in an integrated manner, can give insightful stimulus for the management of important change programs.
The paper contributes to the change management literature by linking strategic communication, continuous improvement and entrepreneurial theory.