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Entrepreneurship and the Development of Global Brands

Author

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  • da Silva Lopes, Teresa
  • Casson, Mark

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.

Suggested Citation

  • da Silva Lopes, Teresa & Casson, Mark, 2007. "Entrepreneurship and the Development of Global Brands," Business History Review, Cambridge University Press, vol. 81(4), pages 651-680, January.
    • Handle: RePEc:cup:buhirw:v:81:y:2007:i:04:p:651-680_03
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    Cited by:

    1. Teresa da Silva Lopes & Mark Casson & Geoffrey Jones, 2019. "Organizational innovation in the multinational enterprise: Internalization theory and business history," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(8), pages 1338-1358, October.
    2. Gian Luca Gregori & Silvia Cardinali & Meri Travaglini, 2013. "Imprese calzaturiere e competitivit? nel mercato mondiale: il caso di una media luxury brand company," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(3), pages 151-168.
    3. Patricio Saiz & Jose Luis Zofio, 2020. "The Making and Consolidation of the First National Trademark System: Diffusion of Trademarks across Spanish Regions (1850–1920)," Papers in Evolutionary Economic Geography (PEEG) 2060, Utrecht University, Department of Human Geography and Spatial Planning, Group Economic Geography, revised Dec 2020.
    4. Paul Duguid & Teresa da Silva Lopes & John Mercer, 2008. "Shifting Patterns in Marks and Registration: France, the United States and United Kingdom, 1870-1970," Working Papers 21, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research.
    5. Castaldi, Carolina, 2018. "To trademark or not to trademark: The case of the creative and cultural industries," Research Policy, Elsevier, vol. 47(3), pages 606-616.
    6. Sáiz, Patricio & Fernández, Paloma, 2009. "Intangible assets and competitiveness in Spain: an approach based on trademark registration data in Catalonia (1850-1946)," Working Papers in Economic History 2009/01, Universidad Autónoma de Madrid (Spain), Department of Economic Analysis (Economic Theory and Economic History).
    7. Noor Ismail & Olli Kuivalainen, 2015. "The effect of internal capabilities and external environment on small- and medium-sized enterprises’ international performance and the role of the foreign market scope: The case of the Malaysian halal," Journal of International Entrepreneurship, Springer, vol. 13(4), pages 418-451, December.
    8. Stefan Schwarzkopf, 2008. "Turning Trade Marks into Brands: how Advertising Agencies Created Brands in the Global Market Place, 1900-1930," Working Papers 18, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research.

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