Global Brands: The Evolution of Multinationals in Alcoholic Beverages

Half-title......Page 3
Series-title......Page 4
Title......Page 6
Copyright......Page 7
Dedication......Page 8
Contents......Page 10
List of Illustrations......Page 12
List of Figures......Page 13
List of Tables......Page 14
Series Editors’ Preface......Page 16
Preface......Page 18
List of Abbreviations......Page 22
Issues......Page 24
Brands......Page 28
Marketing Knowledge and Entrepreneurship......Page 30
Ownership and Corporate Control......Page 32
Alliances......Page 35
Context......Page 36
Sources and Data Sets......Page 41
Levels of Institutional Analysis......Page 44
Leading Firms Since 1960......Page 46
Historical Legacy......Page 56
United Kingdom and Ireland......Page 58
United States and Canada......Page 59
Continental Europe......Page 62
Remainder of the World......Page 63
Conclusion......Page 64
Introduction......Page 66
Determinants......Page 67
Systems of Corporate Governance......Page 69
Institutional Environment......Page 71
Consumption......Page 72
International Competition......Page 76
Diageo and Its Predecessors......Page 77
Industry Structure......Page 81
Firm-Specific Determinants......Page 83
Analytical Framework: Patterns of Growth and Survival......Page 85
Conclusion......Page 88
Country of Origin......Page 90
Early Development of Leading Alcoholic Beverages......Page 94
Differences in Performance......Page 96
Combining Ownership With Corporate Control......Page 99
Marketing-Based Industries......Page 101
Corporate Control......Page 102
Concentrated Ownership: Does It Matter?......Page 104
The Case of LVMH......Page 105
Other Sources of Concentration of Shareholdings......Page 107
Conclusion......Page 108
Differing Levels of Commitment, 1960s......Page 110
United Kingdom - Development of Alliances Between Competitors......Page 111
North America - Domestic Distributors of Foreign Brands......Page 113
Continental Europe - In Strategic Markets......Page 115
Japan - Focus on Distribution of Domestic Beverages......Page 117
Vertical Integration......Page 118
Spread of Joint Ventures With Local Partners......Page 122
Alliances Between Competing Partners From the 1990s......Page 124
Long-Term Patterns in Distribution......Page 127
Introduction......Page 130
Shifts in Diversification Strategies Over Time......Page 131
From Physical Linkages to Knowledge Linkages......Page 133
Geographical Markets......Page 139
The Role of Marketing Knowledge Linkages......Page 141
Cycles of Diversification Within Alcoholic Beverages......Page 145
Diversification and Branding......Page 150
Mergers and Acquisitions Waves......Page 152
Consolidation in the United Kingdom......Page 156
Domestic Leaders......Page 157
Acquiring Brands with the Potential to Become Global......Page 161
Rationalizing Portfolios of Brands......Page 166
Conclusion......Page 169
The Origins of Leading Brands......Page 171
Recently Launched Successful Brands......Page 179
Building Portfolios of Successful Brands......Page 182
The Case of LVMH......Page 183
Extending Brands......Page 185
Brand Portfolios......Page 188
Trading Brands......Page 189
Rationalization of Portfolios......Page 193
From Adaptation to Standardization......Page 217
Brands in Firms' Everyday Lives......Page 219
In Search of an Independent and "Eternal" Life......Page 221
Conclusion......Page 222
Growth and Survival......Page 225
Building Capabilities......Page 226
Diversification......Page 228
Corporate Governance......Page 229
Power of Brands: Imagery and Performance......Page 230
Multiple Brand Ownerships......Page 231
Beyond Alcoholic Beverages......Page 232
Characteristics of the Beverages......Page 236
Description of the Value-added Chain......Page 238
Value-added Chain Over Time......Page 241
Appendix 2: Brands Owned by the Leading Multinationals in 2005......Page 243
Appendix 3: Annual Sales for Each Firm in Alcoholic Beverages......Page 247
Appendix 4: Selection of the Sample......Page 261
Appendix 5: Biographies of the World's Largest Multinationals in Alcoholic Beverages......Page 263
Appendix 6: Types of Governance Structures in Distribution, 1900-2005......Page 277
Appendix 7: Schematic Representation: Alliances as Dynamic Processes for Acquiring Marketing Knowledge......Page 283
Appendix 8: Diversification Strategies......Page 287
Appendix 9: Patterns of Diversification within Alcoholic Beverages......Page 294
Appendix 10: Schematic Representation: Brands and Marketing Knowledge in Mergers and Acquisitions......Page 296
Appendix 11: Evolution of Sales of the World's Leading Brands by Beverage Type......Page 302
Annual Reports......Page 308
Archives......Page 309
Interviews......Page 310
Magazines and Newspapers......Page 311
Secondary Sources......Page 312
Index......Page 332