Linking the literature on brand management and family firms, this paper explores how family firms manage a founder-based brand identity during succession. An exploratory case study of an Italian family firm operating in the jewellery sector was conducted. Drawing on the resource-based view of the firm, brand identity is conceived as a resource that needs to be managed across generations. The case analysis highlighted that a joint effort between the first and second generations and non-family members is needed in order to preserve and adapt the family business resources and manage the founder-based brand identity over time.
Casprini, E., Melanthiou, Y., Pucci, T., Zanni, L. (2020). Managing founder‑based brand identity during succession. JOURNAL OF BRAND MANAGEMENT, 27, 1-14 [10.1057/s41262-019-00161-x].
Managing founder‑based brand identity during succession
Elena Casprini
;Tommaso Pucci;Lorenzo Zanni
2020-01-01
Abstract
Linking the literature on brand management and family firms, this paper explores how family firms manage a founder-based brand identity during succession. An exploratory case study of an Italian family firm operating in the jewellery sector was conducted. Drawing on the resource-based view of the firm, brand identity is conceived as a resource that needs to be managed across generations. The case analysis highlighted that a joint effort between the first and second generations and non-family members is needed in order to preserve and adapt the family business resources and manage the founder-based brand identity over time.File | Dimensione | Formato | |
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https://hdl.handle.net/11365/1075714