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CORPORATE CULTURES AND GLOBAL BRANDS
edited by Albrecht Rothacher (Asia-Europe Foundation, Singapore)
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:
- Corporate Identities and Successful Branding
- Mars
Inc.: More than Candies and Cat Food
- The Bitter Sweet Chocolates of Sprüngli-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 Småland 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.
"This book is required reading for practitioners and students of global branding. It gives informed and valuable insights into culture-specific elements in the international business arena. The editor brings these insights to bear admirably in this remarkable collection of essays on products and services that achieved a global reach."
Dr Tom Hardiman
Chairman, IBM International Treasury Services Company
Fellow of the Irish Management Institute and of the Marketing Institute of Ireland |
"A remarkable study with valuable contributions which explore the decisive soft factors of international mergers. Economic cooperation between Europe and Asia urgently requires this expert input."
Professor Helmut Haussmann
Vice Chairman, Cap Gemini Ernst & Young GmbH
Former Federal Minister of Economics, Germany |
"'Corporate Cultures and Global Brands' offers a thoughtful glimpse into the very soul of every successful product — the brand"
Michael Laczynski
International Economics Editor, Wirtschaftsblatt |
| 280pp |
Pub. date: Oct 2004 |
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