Advanced Search
MyIDEAS: Login to save this paper or follow this series

Entrepreneurship, Brands and the Development of Global Business

Contents:

Author Info

  • Teresa da Silva Lopes
  • Mark Casson

Abstract

This 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.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL: http://webspace.qmul.ac.uk/pmartins/CGRWP02.pdf
Download Restriction: no

Bibliographic Info

Paper provided by Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research in its series Working Papers with number 2.

as in new window
Length:
Date of creation: Sep 2007
Date of revision:
Handle: RePEc:cgs:wpaper:2

Contact details of provider:
Postal: Mile End Road, London E1 4NS
Phone: +44-(0)20-7882-3167
Fax: 44-(0)20-7882-3615
Email:
Web page: http://www.busman.qmul.ac.uk/research/cgr/index.html
More information through EDIRC

Related research

Keywords:

This paper has been announced in the following NEP Reports:

References

No references listed on IDEAS
You can help add them by filling out this form.

Citations

Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
as in new window

Cited by:
  1. Stefan Schwarzkopf, 2008. "Turning Trade Marks into Brands: how Advertising Agencies Created Brands in the Global Market Place, 1900-1930," Working Papers, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research 18, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research.
  2. 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, Universidad Autónoma de Madrid (Spain), Department of Economic Analysis (Economic Theory and Economic History) 2009/01, Universidad Autónoma de Madrid (Spain), Department of Economic Analysis (Economic Theory and Economic History).
  3. 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, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research 21, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research.

Lists

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

Statistics

Access and download statistics

Corrections

When requesting a correction, please mention this item's handle: RePEc:cgs:wpaper:2. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Pedro S. Martins).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.