Global Brands: The Evolution of Multinationals in Alcoholic Beverages

348 Pages·2007·4.55 MB·English

by  Teresa da Silva Lopes

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Global Brands
Brandshelpexplainwhy,inaworldfocusedonscienceandnewtechnology,sev-
eraloftheworld’slargestmultinationalcorporationshavelittletodowitheither.
Rathertheyareoldfirmswithlittlecriticalinvestmentinpatentsorcopyrights.
Forthesefirms,thecriticalintellectualpropertyistrademarks.GlobalBrands
explainshowtheworld’slargestmultinationalsinalcoholicbeveragesachieved
global leadership; the predominant corporate governance structures for firms’
marketing-basedindustries;andwhythesefirmsformallianceswithdirectcom-
petitors. Brands also determine the waves of mergers and acquisitions in the
beverageindustry.Notonlydotheyhavepersonalitiesoftheirown,butbrands
alsohavethecapacitytohaveindependentandeternallives.
GlobalBrandscontrastswithexistingstudiesbyprovidinganewdimension
to the literature on the growth of multinationals through the focus on brands,
usinganinstitutionalandevolutionaryapproachbasedonoriginalandpublished
sourcesabouttheindustryandthefirms.
TeresadaSilvaLopesisaReaderintheSchoolofBusinessandManagementat
QueenMary,UniversityofLondon.ShehaspreviouslytaughtattheUniversity
ofOxfordandUniversidadeCato´licaPortuguesa.Sheistheauthorofnumerous
publicationsoninternationalbusinessandbusinesshistoryandothertopicsin
journalssuchasBusinessHistory,BusinessHistoryReview,andEnterpriseand
Society. She is currently co-director of the Centre for Globalization Research
at Queen Mary, University of London; reviews editor for the journal Business
History;councilmemberoftheAssociationofBusinessHistorians;andtrustee
oftheAmericanBusinessHistoryConference.Lopeshasheldvisitingresearch
fellowships at the University of California, Berkeley, and E´cole Polytechnique
in Paris. Currently she is a Fellow of Dynamics of Institutions and Markets in
EuropeNetwork,aResearchFellowatUniversidadeCato´licaPortuguesa,and
a Research Associate of the Centre for International Business History and the
CentreforInstitutionalPerformance,bothattheUniversityofReading.
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CAMBRIDGESTUDIESINTHEEMERGENCE
OFGLOBALENTERPRISE
Editors
LouisGalambos,TheJohnsHopkinsUniversity
GeoffreyJones,HarvardBusinessSchool
Otherbooksintheseries
NationalCulturesandInternationalCompetition:TheExperienceof
ScheringAG,1851–1950,byChristopherKobrak,ESCP-EAP,European
SchoolofManagement
KnowledgeandCompetitiveAdvantage:TheCoevolutionofFirms,
Technology,andNationalInstitutions,byJohannPeterMurmann,
AustralianGraduateSchoolofManagement
TheWorld’sNewestProfession:ManagementConsultinginthe
Twentieth Century, byChristopher D. McKenna, Sa ¨ıd Business
SchoolandBrasenoseCollege,UniversityofOxford
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Global Brands
The Evolution of Multinationals
in Alcoholic Beverages
TERESA DA SILVA LOPES
QueenMary,UniversityofLondon
v
CAMBRIDGE UNIVERSITY PRESS
Cambridge, New York, Melbourne, Madrid, Cape Town, Singapore, São Paulo
Cambridge University Press
The Edinburgh Building, Cambridge CB2 8RU, UK
Published in the United States of America by Cambridge University Press, New York
www.cambridge.org
Information on this title: www.cambridge.org/9780521833974
© Teresa da Silva Lopes 2007
This publication is in copyright. Subject to statutory exception and to the
provision of relevant collective licensing agreements, no reproduction of any part
may take place without the written permission of Cambridge University Press.
First published in print format 2007
ISBN-13 978-0-511-50804-2 eBook (NetLibrary)
ISBN-13 978-0-521-83397-4 hardback
Cambridge University Press has no responsibility for the persistence or accuracy
of urls for external or third-party internet websites referred to in this publication,
and does not guarantee that any content on such websites is, or will remain,
accurate or appropriate.
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To My Father, Jose´ daSilva Lopes
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Contents
ListofIllustrations page xi
ListofFigures xii
ListofTables xiii
SeriesEditors’Preface xv
Preface xvii
ListofAbbreviations xxi
1. Brands and the Evolution of Multinationals 1
2. LeadingFirms–TheHistoricalLegacy 23
3. GrowthandSurvival 43
4. FamilyOwnershipandManagerialControl 67
5. ChannelManagement 87
6. DiversificationStrategies 107
7. AcquiringBrands 129
8. TheLifeofBrands 148
9. Conclusion 180
Appendix1.Value-AddedChaininAlcoholicBeverages 191
Appendix2.BrandsOwnedbytheLeadingMultinationals
in2005 198
Appendix3.AnnualSalesforEachFirminAlcoholicBeverages 202
Appendix4.SelectionoftheSample 216
Appendix5.BiographiesoftheWorld’sLargestMultinationals
inAlcoholicBeverages 218
Appendix6.TypesofGovernanceStructuresinDistribution,
1900–2005 232
Appendix7.SchematicRepresentation:AlliancesasDynamic
ProcessesforAcquiringMarketingKnowledge 238
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