Global Branding and the Big Four Theory
Abstract
In an era of rapid change and uncertainty the ability to anticipate and capitalise on change has become a condition for prosperity and the survival of businesses. A strategic vision is required as a focal point and the challenge for management is to turn this into operational reality. The Big Four Theory views the western world as comprising four large, competitive groups in the not too distant future. The question then is which will be the Big Four? Taking examples from the liquor industry in particular, the possible emergence of the Big Four is catalogued and advice given to managers on how they should react to the challenges ahead.
Keywords
Citation
Espey, J. (1989), "Global Branding and the Big Four Theory", European Business Review, Vol. 89 No. 4. https://doi.org/10.1108/EUM0000000001833
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited