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Entrepreneurship and the Development of Global Brands

Part of: Henrietta Larson Award Winner

Published online by Cambridge University Press:  13 December 2011

Teresa da Silva Lopes  and
Mark Casson
Teresa da Silva Lopes
Affiliation:
TERESA DA SILVA LOPES is reader in international business history and codirector of the Centre for Globalisation Research at Queen Mary College at the University of London.
Mark Casson
Affiliation:
MARK CASSON is professor of economics and director of the Centre for Institutional Performance at the University of Reading.
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Abstract

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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.

Type
Articles
Information
Business History Review , Volume 81 , Issue 4 , Winter 2007 , pp. 651 - 680
Copyright
Copyright © The President and Fellows of Harvard College 2007

References

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