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Global Branding and the Big Four Theory

European Business Review

ISSN: 0955-534X

Article publication date: 1 April 1989


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.



Espey, J. (1989), "Global Branding and the Big Four Theory", European Business Review, Vol. 89 No. 4.




Copyright © 1989, MCB UP Limited