Lopes, Teresa da Silva orcid.org/0000-0002-6944-414X and Casson, Mark (2008) Entrepreneurship and the development of global brands. Business history review. pp. 651-680. ISSN 0007-6805
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.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | Copyright © The President and Fellows of Harvard College 2007. |
Dates: |
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Institution: | The University of York |
Academic Units: | The University of York > Faculty of Social Sciences (York) > The York Management School |
Depositing User: | Pure (York) |
Date Deposited: | 07 Jun 2012 16:53 |
Last Modified: | 23 Jan 2025 00:05 |
Published Version: | https://doi.org/10.2307/25097419 |
Status: | Published |
Refereed: | Yes |
Identification Number: | 10.2307/25097419 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:64125 |