Purchase the National Brand no. 1 to Rescue Entry Strategy? The Acquisition of Wedel by Cadbury-Schweppes

Przemysław Kulawczuk
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Przemysław Kulawczuk: University of Gdansk and Institute for Private Enterprise and Democracy

Chapter 16 in Acquisition Strategies in European Emerging Markets, 2007, pp 217-231 from Palgrave Macmillan

Abstract: Abstract Cadbury-Schweppes (CS) first entered Poland in 1993 by establishing a greenfield operation. In 1998, it accelerated its market penetration by taking over an old established Polish confectionery manufacturer that had been owned by PepsiCo for six years. Subsequently, CS developed its brand portfolio with a strong emphasis on local Wedel brands, even to the extent that the global Cadbury brands received less marketing support than before. The acquisition thus illustrates the power of loyalty to local brands, and how this loyalty can modify the global strategies of international companies.

Keywords: National Brand; Original Brand; Local Brand; Greenfield Investment; Advertise Brand (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-28654-2_16

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DOI: 10.1057/9780230286542_16

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