Corporate cultures and global brands / edited by Albrecht Rothacher.

Format:

Book

Contributor:

Rothacher, Albrecht.

Language:

English

Subjects (All):

Brand name products--Management--Congresses.

Brand name products.

Branding (Marketing)--Congresses.

Branding (Marketing).

Corporate culture--Congresses.

Corporate culture.

Corporate image--Congresses.

Corporate image.

Competition, International--Congresses.

Competition, International.

Physical Description:

1 online resource (279 p.)

Edition:

1st ed.

Place of Publication:

Hackensack, New Jersey : World Scientific Pub., c2004.

Language Note:

English

Summary:

This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner-founder-run companies to consolid

Contents:

Contents ; Acknowledgements ; Corporate Identities and Successful Branding ; Bibliography ; Mars Inc.: More Than Candies and Cat Food ; History ; Forrest Mars the Man ; The Five Principles ; Corporate Structure of the Company ; Expansion Globally ; Future Prospects

Bibliography The Bitter Sweet Chocolates of Sprungli-Lindt; Bibliography ; Kikkoman: Far Travelled Sauces ; Bibliography ; Who Loves McDonald's? ; Bibliography ; For God America and the Real Thing: The Coke Story ; The ""Good Ole"" Days ; Robert W. Woodruff ""The Boss""

Coke Nation Embodying Corporate Culture Criticism of Coca-Cola's Culture ; Turning to the World (Global Strategy) ; Coca-Cola's Asian Strategy ; Global Culture ; The Pepsi Challenge ; A World without End for Coca-Cola? ; Bibliography ; Zubrowka Bison Vodka: The High Is the Limit

History of Vodka How Vodka is Produced ; Vodka in Poland ; Zubrowka Bison Brand Vodka ; The Polish Alcohol Industry and Privatisation ; Pernod Ricard ; Corporate Challenges ; Conclusion ; Bibliography ; Ikea: The Smaland Way Goes Global ; Origins of IKEA ; The Early Years

The Man Himself The Culture Within ; European Business Culture ; The American Business Culture ; The Empire ; Prospects ; Bibliography ; The Rise and Fall of the Seibu-Saison Empire ; Bibliography ; United the Benetton Way ; Advertising Campaigns ; Benetton's Company Culture

Bibliography

Notes:

"All participants of the seminar on "Comparative Business Cultures" held at the Economics Department of the National University of Singapore during 2003 shared ... intellectural excitement and discovery of the most diverse corporate and marketing worlds which are captured in the contributions of this volume"--Acknowledgements.

Includes bibliographical references.

ISBN:

9786611872595

9781281872593

1281872598

9789812563057

9812563059

OCLC:

879025442