{"id":114137,"date":"2013-09-05T00:00:00","date_gmt":"2013-09-05T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/la-organizacion-en-torno-a-marcas-como-ventaja-competitiva-el-caso-de-unidad-editorial\/"},"modified":"2013-09-05T00:00:00","modified_gmt":"2013-09-05T00:00:00","slug":"la-organizacion-en-torno-a-marcas-como-ventaja-competitiva-el-caso-de-unidad-editorial","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/organizacion-y-gestion-de-empresas\/la-organizacion-en-torno-a-marcas-como-ventaja-competitiva-el-caso-de-unidad-editorial\/","title":{"rendered":"La organizaci\u00f3n en torno a marcas como ventaja competitiva: el caso de unidad editorial"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Gustavo Guillermo Garc\u00eda Mansilla <\/strong><\/h2>\n<p>The research describes the full process of organizing all the activities of a multimedia conglomerate around its brands, making them the main asset and the center of strategic and managerial decisions. It is based on a case analysis method, taking as a study object the spanish multimedia group unidad editorial (publisher of three of the top strong media brands in spain: el mundo -daily newspaper-, marca \u00c2\u00bfsports- and expansi\u00f3n -financial contents-). a change management process took place within the company after top management decided to put brands in the middle of their decisions. A deep analysis of brands positioning, value and equity is deployed throughout the research based on unpublished data. main conclusions are: 1)\torganizing a media company around its brands implies a deep cultural change for the whole organization. 2)\tthe process is complex and has impacts on the organization as a whole. A key success factor is to discover and empower key leaders for developing a new organizational model. 3)\tit is a must for shareholders and senior managers to realize how strong their brands are before moving into a new organizational model around brans. Those brands that not fit into a strong-brand category would not be competitive and its continuity should be reconsidered. 4)\tputting brands as the center of the strategy and organization only makes sense if a company is keen on moving to less comfortable market positions, where new players and customers would appear as competitors and opportunities. 5)\tbrand building is a process that overpasses fiscal years. It has a different rhythm and as a consequence senior managers must manage the long term as a horizon instead of year or quarterly reporting. 6)\timproving business skills around its brands grants to a company the development of a unique character and personality in front of its clients and competitors. In the end it leads to the main goal of any competitive strategy: being different.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>La organizaci\u00f3n en torno a marcas como ventaja competitiva: el caso de unidad editorial<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 La organizaci\u00f3n en torno a marcas como ventaja competitiva: el caso de unidad editorial <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Gustavo Guillermo Garc\u00eda Mansilla <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Navarra<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 09\/05\/2013<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>tabernero S\u00e1nchez S\u00e1nchez<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Juan  manuel De toro mart\u00edn <\/li>\n<li>pedro Garc\u00eda alonso (vocal)<\/li>\n<li>\u00e1ngel Arrese reca (vocal)<\/li>\n<li>M\u00aa rosario De mateo p\u00e9rez (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Gustavo Guillermo Garc\u00eda Mansilla The research describes the full process of organizing all the activities of a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[17749,1302],"tags":[17814,226377,226378,226380,226379,61038],"class_list":["post-114137","post","type-post","status-publish","format-standard","hentry","category-navarra","category-organizacion-y-gestion-de-empresas","tag-angel-arrese-reca","tag-gustavo-guillermo-garcia-mansilla","tag-juan-manuel-de-toro-martin","tag-ma-rosario-de-mateo-perez","tag-pedro-garcia-alonso","tag-tabernero-sanchez-sanchez"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/114137","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=114137"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/114137\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=114137"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=114137"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=114137"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}