Entrepreneurship, Brands and the Development of Global Business
AbstractThis paper provides an account of how entrepreneurs have contributed to the development of successful global brands in consumer goods industries in the twentieth century and why so few independent brands survived the merger waves of the 1980s. The industries analysed are those where the promotion of the brand relies principally on advertising rather than the technology embodied in the product. Drawing on cross-industry and cross-country comparisons of brands in consumer goods, and using a ‘stretched’ definition of the entrepreneur, the paper highlights the entrepreneurial and innovative strategies pursued by brand managers. It emphasises the role of distinct types of entrepreneurs and marketing knowledge in the creation and development of brands in successful global businesses.
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Bibliographic InfoPaper provided by Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research in its series Working Papers with number 2.
Date of creation: Sep 2007
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This paper has been announced in the following NEP Reports:
- NEP-ALL-2007-11-24 (All new papers)
- NEP-CSE-2007-11-24 (Economics of Strategic Management)
- NEP-ENT-2007-11-24 (Entrepreneurship)
- NEP-HIS-2007-11-24 (Business, Economic & Financial History)
- NEP-MKT-2007-11-24 (Marketing)
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- 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).
- 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.
- 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.
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