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Brands and the Evolution of Multinationals in Alcoholic Beverages


  • Teresa da Silva Lopes


Brands have played a critical role in the evolution of multinationals in alcoholic beverages. As this article shows, brands often determined the nature and scope of mergers and acquisitions in this industry and so help explain the successive merger waves that have transformed it since the 1960s. The firms that became truly global were primarily those that developed a portfolio of successful brands recognised in many countries. By acquiring and repositioning such brands, firms were able to respond to changes in consumption, competition and regulation, to move from familiar to geographically and culturally distant markets, and thereby to achieve continuous growth and long-term survival. Standard accounts of growth and internationalisation tend to give primacy to investments in science and technology. By looking at brands, this article shows how other kinds of knowledge - in this case the marketing knowledge inherent in brand management - are fundamental in explaining the evolution of firms in industries like alcoholic beverages where technology is not a major input.

Suggested Citation

  • Teresa da Silva Lopes, 2002. "Brands and the Evolution of Multinationals in Alcoholic Beverages," Business History, Taylor & Francis Journals, vol. 44(3), pages 1-30.
  • Handle: RePEc:taf:bushst:v:44:y:2002:i:3:p:1-30 DOI: 10.1080/713999275

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    References listed on IDEAS

    1. Jacobsen, Siv Fagerland & Tschoegl, Adrian E, 1999. "The Norwegian Banks in the Nordic Consortia: A Case of International Strategic Alliances in Banking," Industrial and Corporate Change, Oxford University Press, vol. 8(1), pages 137-165, March.
    2. Engwall, L. & Wallenstål, M., 1988. "Tit for tat in small steps: the internationalization of Swedish banks," Scandinavian Journal of Management, Elsevier, vol. 4(3-4), pages 147-155.
    3. Kindleberger, Charles P., 1983. "International banks as leaders or followers of international business : An historical perspective," Journal of Banking & Finance, Elsevier, vol. 7(4), pages 583-595, December.
    4. Ball, Clifford A. & Tschoegl, Adrian E., 1982. "The Decision to Establish a Foreign Bank Branch or Subsidiary: An Application of Binary Classification Procedures," Journal of Financial and Quantitative Analysis, Cambridge University Press, vol. 17(03), pages 411-424, September.
    5. Heinkel, Robert L. & Levi, Maurice D., 1992. "The structure of international banking," Journal of International Money and Finance, Elsevier, vol. 11(3), pages 251-272, June.
    6. Edward Brown Flowers, 1976. "Oligopolistic Reactions in European and Canadian Direct Investment in the United States," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 7(2), pages 43-56, June.
    7. Chwo-Ming J Yu & Kiyohiko Ito, 1988. "Oligopolistic Reaction and Foreign Direct Investment: The Case of the U.S. Tire and Textiles Industries," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 19(3), pages 449-460, September.
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    Cited by:

    1. Bakker, Gerben, 2012. "Adopting the rights-based model: music multinationals and local music industries since 1945," Economic History Working Papers 47507, London School of Economics and Political Science, Department of Economic History.
    2. Tomomichi Mizuno, 2009. "Divisionalization And Horizontal Mergers In A Vertical Relationship," Manchester School, University of Manchester, vol. 77(3), pages 317-336, June.
    3. 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).
    4. 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.
    5. repec:spr:jglont:v:7:y:2017:i:1:d:10.1186_s40497-017-0068-0 is not listed on IDEAS

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