El Sistema de Gestión de Marca en el Sector del Ocio y La Ventaja Competitiva Caso de Estudio: Club Amnesia (Ibiza - España)
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Investigación y Negocios
Abstract
La gestión de marca en las pequeñas y medianas empresas de servicios (PYMES) es un aspecto emergente en la literatura académica, aunque todavía virgen en su aplicación a la industria del ocio/turismo, sector de gran importancia para la economía española. En este ámbito, el propósito de este trabajo es realizar un estudio exploratorio para conocer cómo la gestión de marca en las PYMES del sector ocio se relaciona con la ventaja competitiva. Concretamente, este estudio explora el impacto del Sistema de Gestión de Marca (BMS) en la creación de una marca fuerte y su relación con la ventaja competitiva en el sector del ocio. El método de investigación adoptado para el presente trabajo es de orden cualitativo mediante el estudio de caso de una mediana empresa de servicios perteneciente a la industria del ocio de la isla de Ibiza. Asimismo, lastécnicasde investigación utilizadas fueron la entrevista en profundidad y la revisión de documentos relacionados. Los principales resultados muestran que un Sistema de Gestión de Marca contribuye directamente a la creación de una marca fuerte en las pequeñas y medianas empresas del sector ocio, y a su vez tiene la capacidad de generar ventaja competitiva, cabe destacar que los resultados deben ser ampliados y confirmados con otras pequeñas y medianas empresas del sector del ocio para su generalización.
The brand management in service small and medium companies (SMEs) is an emerging issue in the academic literature, although still untouched in its application to the leisure/tourism industry, a sector of significant importance to the Spanish economy. In this area, the purpose of this research is conduct an exploratory study to learn how brand management in the leisure sector SMEs relates to competitive advantage. Specifically, this study explores the impact of Brand Management System (BMS) in creating a strong brand and its relationship with competitive advantage in the leisure sector. The research method adopted for this qualitative paper is the study of cases, being treated a particular case of a service medium enterprise belonging the leisure industry of the island of Ibiza (singular case). The research techniques used were in-depth interviews and reviewofdocuments. The principal results showthat Brand Management System contributes directly to the creation of a strong brand in the small and medium companies in the leisure sector, and this in turn could generate competitive advantage. Results should be expanded and confirmed with other small and medium enterprises in the leisure industry for generalization. The SMEs managers should be aware of the scope and importance of a strong brand, so they must be able to perform an efficient brand management.
The brand management in service small and medium companies (SMEs) is an emerging issue in the academic literature, although still untouched in its application to the leisure/tourism industry, a sector of significant importance to the Spanish economy. In this area, the purpose of this research is conduct an exploratory study to learn how brand management in the leisure sector SMEs relates to competitive advantage. Specifically, this study explores the impact of Brand Management System (BMS) in creating a strong brand and its relationship with competitive advantage in the leisure sector. The research method adopted for this qualitative paper is the study of cases, being treated a particular case of a service medium enterprise belonging the leisure industry of the island of Ibiza (singular case). The research techniques used were in-depth interviews and reviewofdocuments. The principal results showthat Brand Management System contributes directly to the creation of a strong brand in the small and medium companies in the leisure sector, and this in turn could generate competitive advantage. Results should be expanded and confirmed with other small and medium enterprises in the leisure industry for generalization. The SMEs managers should be aware of the scope and importance of a strong brand, so they must be able to perform an efficient brand management.
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Vol. 10, No. 15