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Purchase the National Brand no. 1 to Rescue Entry Strategy? The Acquisition of Wedel by Cadbury-Schweppes

In: Acquisition Strategies in European Emerging Markets

Author

Listed:
  • Przemysław Kulawczuk

    (University of Gdansk and Institute for Private Enterprise and Democracy)

Abstract

Cadbury-Schweppes (CS) first entered Poland in 1993 by establishing a greenfield operation. In 1998, it accelerated its market penetration by taking over an old established Polish confectionery manufacturer that had been owned by PepsiCo for six years. Subsequently, CS developed its brand portfolio with a strong emphasis on local Wedel brands, even to the extent that the global Cadbury brands received less marketing support than before. The acquisition thus illustrates the power of loyalty to local brands, and how this loyalty can modify the global strategies of international companies.

Suggested Citation

  • Przemysław Kulawczuk, 2007. "Purchase the National Brand no. 1 to Rescue Entry Strategy? The Acquisition of Wedel by Cadbury-Schweppes," Palgrave Macmillan Books, in: Klaus E. Meyer & Saul Estrin (ed.), Acquisition Strategies in European Emerging Markets, chapter 16, pages 217-231, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-28654-2_16
    DOI: 10.1057/9780230286542_16
    as

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