Book contents
- Frontmatter
- Contents
- List of Illustrations
- List of Figures
- List of Tables
- Series Editors' Preface
- Preface
- List of Abbreviations
- 1 Brands and the Evolution of Multinationals
- 2 Leading Firms – The Historical Legacy
- 3 Growth and Survival
- 4 Family Ownership and Managerial Control
- 5 Channel Management
- 6 Diversification Strategies
- 7 Acquiring Brands
- 8 The Life of Brands
- 9 Conclusion
- Appendix 1 Value-Added Chain in Alcoholic Beverages
- Appendix 2 Brands Owned by the Leading Multinationals in 2005
- Appendix 3 Annual Sales for Each Firm in Alcoholic Beverages
- Appendix 4 Selection of the Sample
- Appendix 5 Biographies of the World's Largest Multinationals in Alcoholic Beverages
- Appendix 6 Types of Governance Structures in Distribution, 1900–2005
- Appendix 7 Schematic Representation: Alliances as Dynamic Processes for Acquiring Marketing Knowledge
- Appendix 8 Diversification Strategies
- Appendix 9 Patterns of Diversification within Alcoholic Beverages
- Appendix 10 Schematic Representation: Brands and Marketing Knowledge in Mergers and Acquisitions
- Appendix 11 Evolution of Sales of the World's Leading Brands by Beverage Type
- Bibliography
- Index
- Plate section
3 - Growth and Survival
Published online by Cambridge University Press: 10 December 2009
- Frontmatter
- Contents
- List of Illustrations
- List of Figures
- List of Tables
- Series Editors' Preface
- Preface
- List of Abbreviations
- 1 Brands and the Evolution of Multinationals
- 2 Leading Firms – The Historical Legacy
- 3 Growth and Survival
- 4 Family Ownership and Managerial Control
- 5 Channel Management
- 6 Diversification Strategies
- 7 Acquiring Brands
- 8 The Life of Brands
- 9 Conclusion
- Appendix 1 Value-Added Chain in Alcoholic Beverages
- Appendix 2 Brands Owned by the Leading Multinationals in 2005
- Appendix 3 Annual Sales for Each Firm in Alcoholic Beverages
- Appendix 4 Selection of the Sample
- Appendix 5 Biographies of the World's Largest Multinationals in Alcoholic Beverages
- Appendix 6 Types of Governance Structures in Distribution, 1900–2005
- Appendix 7 Schematic Representation: Alliances as Dynamic Processes for Acquiring Marketing Knowledge
- Appendix 8 Diversification Strategies
- Appendix 9 Patterns of Diversification within Alcoholic Beverages
- Appendix 10 Schematic Representation: Brands and Marketing Knowledge in Mergers and Acquisitions
- Appendix 11 Evolution of Sales of the World's Leading Brands by Beverage Type
- Bibliography
- Index
- Plate section
Summary
Introduction
What, then, are the general patterns that explain the independent survival and growth of multinational firms in the global alcoholic beverages industry since 1960? The term growth is used to mean “increase in size as a result of a process of development” either organically or through merger and acquisition, and “size is a by-product of the process of growth.” Survival is used to mean the maintenance of the firm's autonomy of action. In this respect, nonsurvivals or “exits” include firms that have either been liquidated, dissolved, discontinued, or absorbed, as well as firms that were merged or acquired by other firms, even if they were able to retain their corporate identity and continuity of existence for a significant period of time.
Two questions are being asked: What principles will determine firm growth? How fast and for how long can they grow? The next section examines the main determinants in the growth and survival of firms, giving some examples to illustrate their changing relevance over time. The following section provides a general framework to explain the different patterns of growth and survival, illustrating each of these patterns with some examples. The final section provides a summary of the preliminary findings that are analyzed in more detail in the following chapters.
Determinants
Although there is no “secret recipe” that explains survival and sustained growth, it is possible to monitor the evolution of firms by making systematic comparisons between the largest multinationals from different countries and assessing the type of relationship, such as cooperation and competition, they established among themselves.
- Type
- Chapter
- Information
- Global BrandsThe Evolution of Multinationals in Alcoholic Beverages, pp. 43 - 66Publisher: Cambridge University PressPrint publication year: 2007