Corporate Cultures and Global Brands

Edited by Albrecht Rothacher

in World Scientific Books from World Scientific Publishing Co. Pte. Ltd.

Abstract: This insightful volume covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. Each case study comprehensively reviews the changes in the company's corporate structure and the successes and failures of its marketing and branding strategies over time. A wide range of business sectors is covered, including food and drink, 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.

Keywords: Corporate Cultures; Global Brands; Corporate Identities; Corporate Growth; Intercultural Management; Mergers and Acquisitions; Mars Inc.; Sprüngli-Lindt; Kikkoman; McDonald's; Coca-Cola; Zubrowka Vodka; Ikea; Seibu Season; Benetton; Nike; Nokia; Sony; Richard Branson; Virgin; Toyota; Fiat; Daimler; Chrysler; BMW; Rover; Stellantis; Lego; Disney (search for similar items in EconPapers)
JEL-codes: L22 M16 M31 (search for similar items in EconPapers)
Date: 2025
ISBN: 9781800617117
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