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Business History: Immigrant Entrepreneurs Vs World Successful Brands
Business History: Immigrant Entrepreneurs Vs World Successful Brands
Business History: Immigrant Entrepreneurs Vs World Successful Brands
Business History: Immigrant Entrepreneurs Vs World Successful Brands
Business History: Immigrant Entrepreneurs Vs World Successful Brands
Business History: Immigrant Entrepreneurs Vs World Successful Brands
Business History: Immigrant Entrepreneurs Vs World Successful Brands
Business History: Immigrant Entrepreneurs Vs World Successful Brands
Business History: Immigrant Entrepreneurs Vs World Successful Brands
Business History: Immigrant Entrepreneurs Vs World Successful Brands
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Business History: Immigrant Entrepreneurs Vs World Successful Brands

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Immigrant Entrepreneurship, Branding, Marketing

Immigrant Entrepreneurship, Branding, Marketing

Published in: Business
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  • 1. Immigrant Entrepreneurs on World Successful Brands Prepared by Nur Suhaili Ramli nbr500@York.ac.uk THE YORK MANAGEMENT SCHOOL (TYMS) The Centre for Evolution of Global Business and Institutions (CEGBI) Supervisors: Professor Teresa Da Silva Lopes, Professor Bob Doherty for 21st Association of Business History (ABH) Annual Conference 28 -29 June 2013
  • 2. Objectives Longevity of brands by immigrant entrepreneurs Comparing immigrant entrepreneurship in both New and Old World More global brands by immigrant entrepreneurs
  • 3. Wadhwa et al (2007). da Silva Lopes, Casson (2007). Wadhwa, et. Al (2008). Saxenian (2000). Evolution of Research Field Immigrant Entrepreneurs Economic Growth Global Brands Successful Global Brands by Immigrant Entrepreneurs Entrepreneurship Economic Growth Economic Growth Successful Brands
  • 4. Origin of the top 500 successful brands 2012 Examples of brands by immigrant entrepreneurs: [CATEGOR Y NAME], [V ALUE] [CATEGOR Y NAME], [V ALUE] [CATEGOR Y NAME], [V ALUE] [CATEGOR Y NAME], [V ALUE] [CATEGOR Y NAME], [V ALUE] [CATEGOR Y NAME], [V ALUE] Source: Brand Finance Report 2012
  • 5. Preliminary study: Analyzing Database Data analysis on top 100 Best Global Brands in the world, spanning the period of 20 years, between 1992 and 2012 Trends Industries Immigrant and non immigrant entrepreneurs Regions Brands • Database source: Interbrand Report • Period of 20 years, but today presentation tracing the first 10 years
  • 6. Comparison Group A Successful Brands by Immigrant Entrepreneurs Examples: General Electric, Estee Lauder, Tropicana, eBay, Danone …. Group B Successful Brands by Non- Immigrant Entrepreneurs Examples: Honda, Nivea, Heineken, HP, Kellogg's …. Group C Less-Successful Brands by Immigrant Entrepreneurs Example: those Outsider brands (brands that not survive long) Group D Less-Successful Brands by Non- Immigrants Example: those Outsider brands (brands that not survive long) Immigrant entrepreneurs in this study is defined 1. Immigrant (first generation) 2. Children of Immigrant Successful brands in this study is defined 1. Weight (dominant market share) 2. Length (to stretch into new categories and markets) 3. Breadth (franchise the brand had achieved in term of age and international appeal) 4. Depth (commitment, relationship with their customers)
  • 7. Preliminary study: Top 10 successful brands founded by immigrant and non-immigrant founders between 2001 to 2011 0 1 2 3 4 5 6 7 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Immigrant Non-Immigrant Source: Interbrand Reports on Best Global Brands between 2001 to 2011
  • 8. Preliminary study: Origin of the top 10 successful brands between 2001 to 2011 Immigrant founders from North America Non-Immigrant founders from North America Non-Immigrant founders from Europe Non-Immigrant founders from Asia Source: Interbrand Reports on Best Global Brands between 2001 to 2011
  • 9. Example: North America Combined revenues of 500 companies founded by immigrants or children of immigrants would constitute the third largest economy with ($4.25T), outside the US ($14.6T) itself and after Japan ($5.4T). However, companies founded by purely immigrants contribute ($1.7T). Country of Destination Country of Origin Example of Brands Sectors Company Owner still alive? Date of Creation United States Russia Google Internet Services Yes 1998 United States Canada General Electric Diversified No 1892 United States France/Iran eBay Internet Services Yes 1995 United States Germany Budweiser Beverages No 1876 United States Italy Tropicana Beverages No 1952 Canada Greece/Turkey Blackberry Electronics Yes 1984
  • 10. Research Questions 1. What are the differences between the immigrant and non-immigrant entrepreneurs of top 100 best global brands? 2. Why immigrant entrepreneurs increase in the top 100 best global brands? (in the spanning period of 10 years? 20 years? 50 years? 100 years?) 3. Why more immigrant entrepreneurs or at least some brands by the immigrant entrepreneurs survived during recession period? 4. How does the longevity of brands relevant to their success? Case Study • Google • General Electric • Budweiser Vs. Coca Cola

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