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BUSINESS RESEARCH METHOD BRAND MANGEMENT ARTICLE: 1 Brand teams and the brand management structure in pharmaceutical and other fast-moving consumer goods companies Published online: 09 Dec 2010 . framework
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LIMITATIONS AND FUTURE RESEARCH This study has identified the group roles played in a brand management team. However, the study’s evaluation of the contribution and relative importance of the role of the various members was based upon the opinion of brand managers alone. This is a limitation in this study and should be addressed in future research.Moving beyond the endings of this research study, the interviews with the brand managers generated certain additional insights into their interfaces with their team members. They were increasingly placing emphasis on the development of long-term relationships and continuity in the membership of the individuals that worked in their teams. It would-be interesting to examine the views of other team members and their roles and expectations in a future study. This approach would tackle the
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main limitation of this study,i.e. its exclusive reliance on brand managers’ perception. In addition, analysis of the interrelations between team members and the problems of the management and evolution of an informal team that is supervised and controlled by brand managers without any real authority over the team members is a very exciting area for future analysis. Analysis of the role of international brand strategies, as expressed by head of ces and chief brand management in headquarters, on the management of a brand and its brand team was not examined in this paper. It was clear from the interviews that the in hence of inter-national strategies in the everyday life of local brand managers is constantly increasing. The team approach is an organizational solution developed for brand support and, as with al lorganizational solutions, needs to be consistent with the overall national and international brandstrategy developed by a company. Input from international chief brand managers and their role in the management, structure and function of a team should be investigated in a future study, as it would be most enlightening. BRAND TEAMS AND BRAND MANAGEMENT ARTICLE2
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