Publication:
Trends in packaging claims for new products : impacts on firm value

dc.affiliation.institutoUC3M. Instituto para el Desarrollo de Empresas y Mercados (INDEM)en
dc.contributor.authorLado, Nora
dc.contributor.authorMartínez-Ros, Ester
dc.contributor.authorMartos Partal, Mª de las Mercedes
dc.contributor.editorUniversidad Carlos III de Madrid. Instituto para el Desarrollo Empresarial (INDEM)
dc.date.accessioned2010-09-28T10:35:33Z
dc.date.available2010-09-28T10:35:33Z
dc.date.issued2010-09
dc.description.abstractAn important reason why individuals join groups or communities is to satisfy their needs for identity. Firms might exploit this societal tendency to gain a competitive advantage. Using the strategic approach adopted by Kiehl’s, a U.S. cosmetic producer and retailer, as a source of inspiration and illustration, this paper develops a novel theoretical framework to investigate how firms interact with communities to access privileged customers’ information, from which they can build a product differentiation advantage. We argue that by adhering and supporting a well-defined set of values, Kiehl’s both achieves community membership and strengthens the sense of identity that its target communities provide to their members. These investments prompt reciprocal community member behaviors, which the company channels into its customer knowledge development process. Finally, this article describes how firm–community interactions can protect the differentiation advantage by turning products into symbols of the communities to which its customers belong.
dc.format.mimetypeapplication/octet-stream
dc.format.mimetypeapplication/octet-stream
dc.format.mimetypeapplication/pdf
dc.identifier.issn1989-8843
dc.identifier.repecid-10-02
dc.identifier.urihttps://hdl.handle.net/10016/9312
dc.language.isoeng
dc.relation.ispartofseriesINDEM Working Paper Business Economic
dc.relation.ispartofseries10-02
dc.rightsAtribución-NoComercial-SinDerivadas 3.0 España
dc.rights.accessRightsopen access
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
dc.subject.ecienciaEmpresa
dc.titleTrends in packaging claims for new products : impacts on firm value
dc.typeworking paper*
dspace.entity.typePublication
Files
Original bundle
Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
indemwp10_02.pdf
Size:
222.78 KB
Format:
Adobe Portable Document Format
Description: