RT Generic
T1 Trends in packaging claims for new products : impacts on firm value
A1 Lado, Nora
A1 Martínez-Ros, Ester
A1 Martos Partal, Mª de las Mercedes
A2 Universidad Carlos III de Madrid. Instituto para el Desarrollo Empresarial (INDEM), 
AB 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 strategicapproach adopted by Kiehl’s, a U.S. cosmetic producer and retailer, as a source of inspiration andillustration, this paper develops a novel theoretical framework to investigate how firms interact withcommunities to access privileged customers’ information, from which they can build a productdifferentiation 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 targetcommunities provide to their members. These investments prompt reciprocal community memberbehaviors, which the company channels into its customer knowledge development process. Finally,this article describes how firm–community interactions can protect the differentiation advantage byturning products into symbols of the communities to which its customers belong.
SN 1989-8843
YR 2010
FD 2010-09
LK https://hdl.handle.net/10016/9312
UL https://hdl.handle.net/10016/9312
LA eng
DS e-Archivo
RD 27 jul. 2024