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
Appendix 10 - Schematic Representation: Brands and Marketing Knowledge in Mergers and Acquisitions
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
Figure a10.1 provides a schematic representation of the process of growth of the largest multinationals of alcoholic beverages at the beginning of the twenty-first century. It illustrates how brands influenced that evolution by constantly changing the boundaries of firms in a series of different stages. It is based on the assumption that a standard multinational of alcoholic beverages P1 evolves in several stages corresponding largely to “waves” of international mergers and acquisitions. Penrose's concepts on the growth of the firm, and Johanson and Vahlne's stages model of the internationalization of the firm are used to help explain the internationalization process, despite not directly addressing entry into foreign markets through globalization of brands. The figure shows that the world's largest alcoholic beverages firms first grew through geographical expansion using their existing successful brands, and through international mergers, acquisitions, and alliances. It highlights the increasing importance of marketing knowledge in the development of firms. Figure a10.1 does not, however, suggest that the industry evolved over time into a monopoly, but rather that P1 grew from being the leader in its domestic market to being a globalized multinational firm.
The schematic representation focuses in particular on three types of growth strategies of firms – exports, mergers and acquisitions, and alliances. As in other industries in developed economies, these were the predominant forms of international expansion of alcoholic beverages firms since the 1960s.
- Type
- Chapter
- Information
- Global BrandsThe Evolution of Multinationals in Alcoholic Beverages, pp. 251 - 256Publisher: Cambridge University PressPrint publication year: 2007