Corporate Cultures and Global Brands

Book excerpt: 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 ownerOCofounderOCorun companies to consolidated management-led 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 cross-national mergers ignore at their peril. Contents: Corporate Identities and Successful Branding; Mars Inc.: More than Candies and Cat Food; The Bitter Sweet Chocolates of Sprngli-Lindt; Kikkoman: Far Travelled Sauces; Who Loves McDonald's ?; For God, America and the Real Thing: The Coke Story; Zubrowka Bison Vodka: The High Is the Limit; Ikea: The SmNland Way Goes Global; The Rise and Fall of the Seibu-Saison Empire; United, the Benetton Way; Nike Just Did It; Nokia: Connecting People through a Disconnected Past; Sony: Made by Morita; Sir Richard Branson's Virgins; Toyota: The Reluctant Multinational; Fiat: The Festa Is Over; Corporate Mergers, Merged Brands in Trouble: DaimlerChrysler and BMW-Rover; The Lego Universe of Building Bricks; The Magic of Disney. Readership: Students, professionals and lay people interested in management and business issues."