'Entrepreneurship and the development of global brands' in M Casson, Entrepreneurship. Theory, networks and history

Details:

Author(s) Casson, Mark, with Teresa da Silva Lopes
Publication type Chapter
Year published 2010
Pages pp264-87
Publisher Edward Elgar
Place Published Cheltenham

Topics:

Name Entrepreneurship inc cultural influences, opportunity, etc
Name Marketing inc brand & product development, distribution, etc
Name Advertising

Countries:

Library:

Name British Library
City London
County Greater London
Country England
Postcode NW1 2DB
Visit British Library's website

Groups:

Notes:

Explains now entrepreneurs and entrepreneurial managers have contributed to the development of successful global consumer goods brands in 20th century, focusing on industries where advertising is principal means of promotion rather than product performance and referring to such businesses as Cadbury, Rowntree, drinks businesses, etc. Has sections: 'review of the evidence'; 'strategies for global success - single firm brands'; 'strategies for global success - multi-firm brands'; 'rejuvenation of brands'