Corporate Cultures and Global BrandsAlbrecht Rothacher This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from ownerOCofounderOCorun companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril. Contents: Corporate Identities and Successful Branding; Mars Inc.: More than Candies and Cat Food; The Bitter Sweet Chocolates of Sprngli-Lindt; Kikkoman: Far Travelled Sauces; Who Loves McDonald's ?; For God, America and the Real Thing: The Coke Story; Zubrowka Bison Vodka: The High Is the Limit; Ikea: The SmNland Way Goes Global; The Rise and Fall of the Seibu-Saison Empire; United, the Benetton Way; Nike Just Did It; Nokia: Connecting People through a Disconnected Past; Sony: Made by Morita; Sir Richard Branson's Virgins; Toyota: The Reluctant Multinational; Fiat: The Festa Is Over; Corporate Mergers, Merged Brands in Trouble: DaimlerChrysler and BMW-Rover; The Lego Universe of Building Bricks; The Magic of Disney. Readership: Students, professionals and lay people interested in management and business issues." |
Contents
Far Travelled Sauces | 49 |
Made by Morita | 183 |
Sir Richard Bransons Virgins | 193 |
The Reluctant Multinational | 209 |
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Adidas advertising Agnelli American anchor bottler Asia athletes became Benetton billion bison bought brand Brenner brothers candy chocolate Chrysler Coca-Cola Company Coke company's competition competitors consumers corporate culture countries customers Daimler Disney's diversification drink electronics employees Europe European factory Fiat Fiat's Forrest Mars franchise furniture Giovanni Agnelli global IKEA IKEA's industry innovative Internet investment Japan Japanese Kairamo Kamprad Kikkoman Kroc labour Lego Lindt & Sprüngli Luciano Luciano Benetton M&Ms manufacturing Mars Inc McDonald's Corporation merger mobile phones Morita Nike Nike's Nokia Ollila operations organisation overseas Pepsi Pernod Ricard plant Poland Polmos profits purchase Reebok remains restaurant retail Richard Branson Seibu Seiji sell shareholders shoes sold Sony strategy success takeovers Toyota Motor Corporation Virgin Virgin group vodka Walt Disney Woodruff workers worldwide Zubrowka