Transnational organization and symbolic production: Creating and managing a global brand

Authors: Amis, J. and Silk, M.L.

Journal: Consumption Markets and Culture

Volume: 13

Issue: 2

Pages: 159-179

eISSN: 1477-223X

ISSN: 1025-3866

DOI: 10.1080/10253860903562155

Abstract:

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. © 2010 Taylor & Francis.

Source: Scopus

Preferred by: Michael Silk

Transnational organization and symbolic production: Creating and managing a global brand

Authors: Amis, J. and Silk, M.L.

Journal: CONSUMPTION MARKETS & CULTURE

Volume: 13

Issue: 2

Pages: 159-179

eISSN: 1477-223X

ISSN: 1025-3866

DOI: 10.1080/10253860903562155

Source: Web of Science (Lite)