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Brands and the Evolution of Multinationals in Alcoholic Beverages

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  • Teresa da Silva Lopes

Abstract

Brands have played a critical role in the evolution of multinationals in alcoholic beverages. As this article shows, brands often determined the nature and scope of mergers and acquisitions in this industry and so help explain the successive merger waves that have transformed it since the 1960s. The firms that became truly global were primarily those that developed a portfolio of successful brands recognised in many countries. By acquiring and repositioning such brands, firms were able to respond to changes in consumption, competition and regulation, to move from familiar to geographically and culturally distant markets, and thereby to achieve continuous growth and long-term survival. Standard accounts of growth and internationalisation tend to give primacy to investments in science and technology. By looking at brands, this article shows how other kinds of knowledge - in this case the marketing knowledge inherent in brand management - are fundamental in explaining the evolution of firms in industries like alcoholic beverages where technology is not a major input.

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  • Teresa da Silva Lopes, 2002. "Brands and the Evolution of Multinationals in Alcoholic Beverages," Business History, Taylor & Francis Journals, vol. 44(3), pages 1-30.
    • Handle: RePEc:taf:bushst:v:44:y:2002:i:3:p:1-30
    DOI: 10.1080/713999275
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    Cited by:

    1. Bakker, Gerben, 2012. "Adopting the rights-based model: music multinationals and local music industries since 1945," Economic History Working Papers 47507, London School of Economics and Political Science, Department of Economic History.
    2. Maria Benedita Almada Camara, 2011. "Madeira embroidery: A failed collective brand (1935-59)," Business History, Taylor & Francis Journals, vol. 53(4), pages 583-599.
    3. Nur Suhaili Ramli, 2017. "A review of marketing strategies from the European chocolate industry," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 7(1), pages 1-17, December.
    4. Julie Bower & Howard Cox, 2013. "Merger regulation, firms, and the co-evolutionary process: An empirical study of internationalisation in the UK alcoholic beverages industry 1985-2005," Working Papers 48, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research.
    5. Tomomichi Mizuno, 2009. "Divisionalization And Horizontal Mergers In A Vertical Relationship," Manchester School, University of Manchester, vol. 77(3), pages 317-336, June.
    6. Ramon Ramon Munoz, 2010. "Product differentiation and entry barriers: Mediterranean export firms in the American markets for olive oil prior to World War II," Business History, Taylor & Francis Journals, vol. 52(3), pages 390-416.
    7. Sáiz, Patricio & Fernández, Paloma, 2009. "Intangible assets and competitiveness in Spain: an approach based on trademark registration data in Catalonia (1850-1946)," Working Papers in Economic History 2009/01, Universidad Autónoma de Madrid (Spain), Department of Economic Analysis (Economic Theory and Economic History).
    8. Stefan Schwarzkopf, 2008. "Turning Trade Marks into Brands: how Advertising Agencies Created Brands in the Global Market Place, 1900-1930," Working Papers 18, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research.

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