Corporate Cultures And Global Brands

Front Cover
Rothacher Albrecht
World Scientific, Oct 25, 2004 - Business & Economics - 280 pages
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 owner-founder-run 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.
 

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Contents

Corporate Identities and Successful Branding
1
More Than Candies and Cat Food
19
The Bitter Sweet Chocolates of SprungliLindt
41
Far Travelled Sauces
49
Who Loves McDonalds?
57
The Coke Story
65
The High Is the Limit
89
The Smaland Way Goes Global
103
Nike Just Did It
145
Connecting People through a Disconnected Past
165
Made by Morita
183
Sir Richard Bransons Virgins
193
The Reluctant Multinational
209
The Festa Is Over
225
DaimlerChrysler and BMWRover
239
The Lego Universe of Building Bricks
247

The Rise and Fall of the SeibuSaison Empire
121
United the Benetton Way
131
The Magic of Disney
257
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