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Entrepreneurship, Brands and the Development of Global Business

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  • 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.

Suggested Citation

  • Teresa da Silva Lopes & Mark Casson, 2007. "Entrepreneurship, Brands and the Development of Global Business," Working Papers 2, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research.
    • Handle: RePEc:cgs:wpaper:2
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    File URL: http://cgr.sbm.qmul.ac.uk/CGRWP02.pdf
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    Cited by:

    1. 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).
    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. 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.
    4. 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.
    5. 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.
    6. 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.

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