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 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. |
Contents
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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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 Ingvar Kamprad innovative Internet investment Japan Japanese Kairamo Kamprad Kikkoman Kroc labour Lego Lindt & Sprüngli Luciano Luciano Benetton M&Ms manufacturing Mars Inc McDonald's 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