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

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dc.contributor.author Lado, Nora
dc.contributor.author Martínez Ros, Ester
dc.contributor.author Martos Partal, Mª de las Mercedes
dc.contributor.editor Universidad Carlos III de Madrid. Instituto para el Desarrollo Empresarial (INDEM)
dc.date.accessioned 2010-09-28T10:35:33Z
dc.date.available 2010-09-28T10:35:33Z
dc.date.issued 2010-09
dc.identifier.issn 1989-8843
dc.identifier.uri http://hdl.handle.net/10016/9312
dc.description.abstract An 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.mimetype application/octet-stream
dc.format.mimetype application/octet-stream
dc.format.mimetype application/pdf
dc.language.iso eng
dc.relation.ispartofseries INDEM Working Paper Business Economic
dc.relation.ispartofseries 10-02
dc.rights Atribución-NoComercial-SinDerivadas 3.0 España
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/3.0/es/
dc.title Trends in packaging claims for new products : impacts on firm value
dc.type workingPaper
dc.subject.eciencia Empresa
dc.rights.accessRights openAccess
dc.identifier.repec id-10-02
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