Corporate Cultures and Global Brands

“This book is required reading for practitioners and students of global branding. It gives informed and valuable insights into culturespecific elements in the international business arena. The editor brings these insights to bear admirably in this remarkable collection of essays on products and services that achieved a global reach.” Dr Tom Hardiman Chairman, Ibm International Treasury Services Company Fellow of the Irish Management Institute and of the Marketing Institute of Ireland “A remarkable study with valuable contributions which explore the decisive soft factors of international mergers. Economic cooperation between Europe and Asia urgently requires this expert input.” Professor Helmut Haussmann Vice Chairman, Cap Gemini Ernst & Young GmbH Former Federal Minister of Economics, Germany “'Corporate Cultures and Global Brands' offers a thoughtful glimpse into the very soul of every successful product - the brand.” Michael Laczynski International Economics Editor Wirtschaftsblatt 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 managementled 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 crossnational mergers ignore at their peril.