Benetton
BMW
Case Studies
Category=KJS
Category=KJVG
Category=KN
Coke
Corporate Cultures
Corporate Succession
DaimlerChrysler
Disney
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Fiat
Global Marketing
Ikea
International Branding
Kikkoman
Lego
Limits to Globalisation
Mars
McDonald's
National Corporate Identities
Nike
Nokia
Rover
Seibu-Season
Sony
Sprungli-Lindt
Toyota
Virgin
Zubrovka
Product details
- ISBN 9789812388568
- Publication Date: 26 Oct 2004
- Publisher: World Scientific Publishing Co Pte Ltd
- Publication City/Country: SG
- Product Form: Paperback
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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 consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.
