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Title: Brand teams and the brand management structure in pharmaceutical and other fast-moving consumer goods companies
Authors: Veloutsou, Cleopatra A. 
Panigyrakis, George G. 
Keywords: Brand management;Greece;Marketing organization;Pharmaceutical industry;Teams
Category: Media and Communications
Field: Social Sciences
Issue Date: 1-Jan-2001
Source: Journal of Strategic Marketing, Volume 9, Issue 3, 2001, Pages 233-251
Journal: Journal of Strategic Marketing 
Abstract: In the modern business environment, team building and the development of relationships with the various interfaces for the benefit of their brands are very important activities for brand managers. This study examines an extending organizational phenomenon, namely the development of teams for effective brand management in various local markets. In particular, it investigates the way brand managers in the fast moving consumer goods and pharmaceutical industries comprehend team roles and activities by analysing the allocation of their working time and the perceived contact and significance of relationships with their interfaces. Based on the product management literature, the structure of the local brand’s team was empirically examined using data collected from a sample of 187 product managers working for 58 companies in different sectors in Greece. The results show that four subgroups were developed in the various sectors, but with different members. © 2001 Taylor & Francis Ltd.
ISSN: 0965254X
DOI: 10.1080/09652540121770
Type: Article
Appears in Collections:Άρθρα/Articles

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