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Immigrant Entrepreneurs on World Successful Brands Prepared by Nur Suhaili Ramli [email protected] 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 21 st Association of Business History (ABH) Annual Conference 28 -29 June 2013
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Business History: Immigrant Entrepreneurs Vs World Successful Brands

Oct 19, 2014

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Immigrant Entrepreneurship, Branding, Marketing
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Page 1: Business History: Immigrant Entrepreneurs Vs World Successful Brands

Immigrant Entrepreneurs on World Successful Brands

Prepared by

Nur Suhaili [email protected]

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

Page 2: Business History: Immigrant Entrepreneurs Vs World Successful Brands

Objectives

Longevity of brands by immigrant entrepreneurs

Comparing immigrant entrepreneurship in both New and Old World

More global brands by immigrant entrepreneurs

Page 3: Business History: Immigrant Entrepreneurs Vs World Successful Brands

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

Page 4: Business History: Immigrant Entrepreneurs Vs World Successful Brands

Origin of the top 500 successful brands 2012

Examples of brands by immigrant entrepreneurs: Africa, 1

Asia,

110

Eu-rope,

176

North

America, 192

Oceania , 7

South America, 14

Source: Brand Finance Report 2012

Page 5: Business History: Immigrant Entrepreneurs Vs World Successful Brands

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

Page 6: Business History: Immigrant Entrepreneurs Vs World Successful Brands

ComparisonGroup A Successful Brands by Immigrant EntrepreneursExamples: General Electric, Estee Lauder, Tropicana, eBay, Danone ….

Group BSuccessful Brands by Non-Immigrant EntrepreneursExamples: Honda, Nivea, Heineken, HP, Kellogg's ….

Group CLess-Successful Brands byImmigrant EntrepreneursExample: those Outsider brands (brands that not survive long)

Group DLess-Successful Brands by Non-ImmigrantsExample: those Outsider brands (brands that not survive long)

Immigrant entrepreneurs in this study is defined1. Immigrant (first generation)2. Children of Immigrant

Successful brands in this study is defined1. 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)

Page 7: Business History: Immigrant Entrepreneurs Vs World Successful Brands

Preliminary study: Top 10 successful brands founded by immigrant and non-immigrant founders between 2001 to 2011

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 20110

1

2

3

4

5

6

7

Immigrant Non-Immigrant

Source: Interbrand Reports on Best Global Brands between 2001 to 2011

Page 8: Business History: Immigrant Entrepreneurs Vs World Successful Brands

Preliminary study: Origin of the top 10 successful brands between 2001 to 2011

Immigrant founders fromNorth America

Non-Immigrant founders fromNorth America

Non-Immigrant founders fromEurope

Non-Immigrant founders fromAsia

Source: Interbrand Reports on Best Global Brands between 2001 to 2011

Page 9: Business History: Immigrant Entrepreneurs Vs World Successful Brands

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

Page 10: Business History: Immigrant Entrepreneurs Vs World Successful Brands

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