TY - JOUR
T1 - Transnational organization and symbolic production: Creating and managing a global brand
AU - Amis, John
AU - Silk, Michael
PY - 2010
Y1 - 2010
N2 - In recent years, there has been sustained debate pertaining to how global markets should be conceptualized, enacted, and addressed. The purpose of this study was to expose the pivotal managerial thought processes and practices of senior managers at Guinness and the actions of symblic workers involved in the reconciliation of trends toward increasing global cultural convergence and a need for local cultural differentiation within the “global culture industry.” Our findings reveal the strategic processes and mechanisms involved in the creation of a series of polysemic, multi-vocal texts positioned to allow multi-level interpretation of the brand in ways that permit simultaneous engagement with, and negation of, local idiosyncrasies.
AB - In recent years, there has been sustained debate pertaining to how global markets should be conceptualized, enacted, and addressed. The purpose of this study was to expose the pivotal managerial thought processes and practices of senior managers at Guinness and the actions of symblic workers involved in the reconciliation of trends toward increasing global cultural convergence and a need for local cultural differentiation within the “global culture industry.” Our findings reveal the strategic processes and mechanisms involved in the creation of a series of polysemic, multi-vocal texts positioned to allow multi-level interpretation of the brand in ways that permit simultaneous engagement with, and negation of, local idiosyncrasies.
KW - global brand management
KW - cultural intermediaries
KW - transnational corporatism
KW - MNCs
KW - global strategy
KW - Guinness
UR - http://www.scopus.com/inward/record.url?scp=79958830500&partnerID=8YFLogxK
UR - http://dx.doi.org/10.1080/10253860903562155
U2 - 10.1080/10253860903562155
DO - 10.1080/10253860903562155
M3 - Article
SN - 1025-3866
VL - 13
SP - 159
EP - 179
JO - Consumption Markets & Culture
JF - Consumption Markets & Culture
IS - 2
ER -