Book contents
- Frontmatter
- Contents
- List of Illustrations
- List of Figures
- List of Tables
- Series Editors' Preface
- Preface
- List of Abbreviations
- 1 Brands and the Evolution of Multinationals
- 2 Leading Firms – The Historical Legacy
- 3 Growth and Survival
- 4 Family Ownership and Managerial Control
- 5 Channel Management
- 6 Diversification Strategies
- 7 Acquiring Brands
- 8 The Life of Brands
- 9 Conclusion
- Appendix 1 Value-Added Chain in Alcoholic Beverages
- Appendix 2 Brands Owned by the Leading Multinationals in 2005
- Appendix 3 Annual Sales for Each Firm in Alcoholic Beverages
- Appendix 4 Selection of the Sample
- Appendix 5 Biographies of the World's Largest Multinationals in Alcoholic Beverages
- Appendix 6 Types of Governance Structures in Distribution, 1900–2005
- Appendix 7 Schematic Representation: Alliances as Dynamic Processes for Acquiring Marketing Knowledge
- Appendix 8 Diversification Strategies
- Appendix 9 Patterns of Diversification within Alcoholic Beverages
- Appendix 10 Schematic Representation: Brands and Marketing Knowledge in Mergers and Acquisitions
- Appendix 11 Evolution of Sales of the World's Leading Brands by Beverage Type
- Bibliography
- Index
- Plate section
1 - Brands and the Evolution of Multinationals
Published online by Cambridge University Press: 10 December 2009
- Frontmatter
- Contents
- List of Illustrations
- List of Figures
- List of Tables
- Series Editors' Preface
- Preface
- List of Abbreviations
- 1 Brands and the Evolution of Multinationals
- 2 Leading Firms – The Historical Legacy
- 3 Growth and Survival
- 4 Family Ownership and Managerial Control
- 5 Channel Management
- 6 Diversification Strategies
- 7 Acquiring Brands
- 8 The Life of Brands
- 9 Conclusion
- Appendix 1 Value-Added Chain in Alcoholic Beverages
- Appendix 2 Brands Owned by the Leading Multinationals in 2005
- Appendix 3 Annual Sales for Each Firm in Alcoholic Beverages
- Appendix 4 Selection of the Sample
- Appendix 5 Biographies of the World's Largest Multinationals in Alcoholic Beverages
- Appendix 6 Types of Governance Structures in Distribution, 1900–2005
- Appendix 7 Schematic Representation: Alliances as Dynamic Processes for Acquiring Marketing Knowledge
- Appendix 8 Diversification Strategies
- Appendix 9 Patterns of Diversification within Alcoholic Beverages
- Appendix 10 Schematic Representation: Brands and Marketing Knowledge in Mergers and Acquisitions
- Appendix 11 Evolution of Sales of the World's Leading Brands by Beverage Type
- Bibliography
- Index
- Plate section
Summary
Issues
This book is concerned with the growth of multinational firms in the global alcoholic beverages industry since 1960. This is a period when the industry underwent several major changes, the most significant of which was a profound concentration as leading local and regional firms made multiple international mergers and acquisitions, becoming large multinationals. This concentration accompanied rapid internationalization, diversification, and ultimately globalization. Until the 1960s, production and consumption were essentially country and culture specific. Each country consumed predominantly one type of alcoholic beverage, usually domestically produced, and this pattern determined the kind of firms that developed faster.
This story of multinational growth within the alcoholic beverages industry highlights the role of brands in the dynamic evolution of firms and industries. The focus in this book is on developing the understanding of the role of brands in the growth strategies of internationally competing firms. Brands can affect the life of firms in many subtle ways: they can enhance total turnover, bulk up the financial statements, and cause changes in organizational structures. Brands allow firms to take advantage of premium prices, obtain efficiencies in distribution, and accumulate marketing knowledge. These income-enhancing attributes led in the 1980s to important changes in accounting practices by firms that started to include brands in their balance sheets. Since financial analysts tend to favor companies with strong brands, firms find their competitive positions strengthened.
- Type
- Chapter
- Information
- Global BrandsThe Evolution of Multinationals in Alcoholic Beverages, pp. 1 - 22Publisher: Cambridge University PressPrint publication year: 2007