Corporate cultures and global brands / edited by Albrecht Rothacher.

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

Includes bibliographical references.

Corporate identities and successful branding -- Mars Inc.: more than candies and cat food -- The bitter sweet chocolates of Sprungli-Lindt -- Kikkoman: far travelled sauces -- Who loves McDonald's? -- For God, America and the real thing: the Coke story -- Zubrowka Bison Vodka: the high is the limit -- Ikea: the smaland way goes global -- The rise and fall of the Seibu-Saison Empire -- United, the Benetton way -- Nike just did it -- Nokia: connecting people through a disconnected past -- Sony: made by Morita -- Sir Richard Branson's Virgins -- Toyota: the reluctant multinational -- Fiat: the Festa is over -- Corporate mergers, merged brands in trouble: DaimlerChrysler and BMW-Rover -- The Lego Universe of building blocks -- The magic of Disney.

Print version record.

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 consolida.

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