Entrepreneurship, Brands and the Development of Global Business

Teresa Lopes and Mark Casson

No 2, Working Papers from Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research

Abstract: This paper provides an account of how entrepreneurs have contributed to the development of successful global brands in consumer goods industries in the twentieth century and why so few independent brands survived the merger waves of the 1980s. The industries analysed are those where the promotion of the brand relies principally on advertising rather than the technology embodied in the product. Drawing on cross-industry and cross-country comparisons of brands in consumer goods, and using a ‘stretched’ definition of the entrepreneur, the paper highlights the entrepreneurial and innovative strategies pursued by brand managers. It emphasises the role of distinct types of entrepreneurs and marketing knowledge in the creation and development of brands in successful global businesses.

Date: 2007-09
New Economics Papers: this item is included in nep-cse, nep-ent, nep-his and nep-mkt
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