RT info:eu-repo/semantics/article
T1 Brand deletion implementation: the effect on performance of context and process factors
A1 Temprano García, Víctor
A1 Rodríguez Escudero, Ana Isabel
A1 Rodríguez Pinto, Javier
K1 Brand deletion; Strategic implementation; Formalization; Decentralization; Consensus; Communication; Brand deletion performance
K1 5311 Organización y Dirección de Empresas
AB Although brand deletion (BD) is a key strategic decision within brand portfolio management, it has received very little attention in the scientific literature. This research expands the knowledge base on the BD strategy, particularly in the execution phase. Based on the literature addressing strategic change and marketing strategy implementation, this study explores the main and interaction effects of context (decentralization and consensus) and process (formalization and communication) implementation factors on the success of BD, measured in terms of its contribution to the firm’s economic performance. Using a representative sample of 155 cases of BD, we show that the four factors are related to BD performance, although these relations are complex and intertwined. Consensus, communication, and decentralization positively affect BD performance, with consensus being particularly influential. Formalization is found to be a double-edged sword as the effects of formalizing the execution of the deletion are particularly convoluted.
PB Elsevier
SN 0263-2373
YR 2021
FD 2021
LK https://uvadoc.uva.es/handle/10324/64811
UL https://uvadoc.uva.es/handle/10324/64811
LA eng
NO European Management Journal, Volume 39, Issue 1, Pages 147-161
DS UVaDOC
RD 12-may-2024