Immigrant Entrepreneurship, Branding, Marketing

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