Work

Entrepreneurship and the Development of Global Brands

Year: 2007

Type: article

Abstract: Over the course of the twentieth century, entrepreneurs developed a number of successful global brands in consumer-goods industries. However, few independent brands survived the merger waves of the 1980s. To address the question of why so few independent brands survived, this paper examines successful brands in industries that rely principally on advertising for competitive success. Successful consumer-goods brands in several industries and countries are compared in order to highlight innovative strategies pursued by brand managers. The analyzed brands are mainly owned by Europeans, although a few examples of American and Japanese brands are covered as well.

Source: The Business History Review

DOI: 10.2307/25097419

Authors: Teresa da Silva Lopes, Mark Casson

Institutions: Queen Mary University of London, University of York, University of Reading

Language: English

Topic: American History and Culture

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

Funder: Economic and Social Research Council

Award: G1780952680