Gestão das marcas no ciberespaço: uma reflexão sobre a atuação da enciclopédia britânica

Abstract

Nowadays, we can observe that the environment has incorporated the cyber space dimension and those enterprises are adequately positioned in that enlarged environment areobtaining market share, image and moread vantageous economic profits. One possible reason for the delay of some of these enterprises to option to work in the cyberspace occurs due the necessity of these organizations to include in their management models the perspective of a new paradigm linked to the environment and to the market. This article establishes a reflection about the difficulties of the Enciclopaedia Britannica inadapting of the cyberspace, because of its management was built in the perspective of the physical space. Such positioning of the company caused its sale and the posterior construction of a new strategy linked to the virtual reality by the new management. KEYWORDS: Strategic adaptation; Cyberspace; Strategy; Brand management; Brands; Virtual