Top 500 Global Brands

Figure 1: Top 500 Global Brands by Countries Sources: Data adopted from Forbes & Interbrand Database

Aims• To investigate how companies founded by immigrant entrepreneurs created world’s successful global brands.

• To understand why it matters to the world.

Research Questions• To what extent does immigrant entrepreneurship contribute to the creation of successful global brands in internet and cosmetic industry?

• Why this matters?

Context• The lack of research into immigrant entrepreneurship on a comparative study of the IT industry (internet) and cosmetic industry.

• Country: United States.• Entrepreneurs: 1st generation and 2nd generation of the immigrants.

• Comparative study• Case studies

Literature Reviews• Historical: Many immigrant

entrepreneurs played stellar roles in its evolution (Chandler, 1969, Godley & Casson, 2010, Kloosterman, 2006, Saxenian, 2000, 2012).

• Present: Contribution to the world’s economic, job creation, market opportunity (Saxenian & Wadhwa, 2008, 2012), (Anderson & Platzer, 2007, 2009).

• Theoretical:– Entrepreneurship (Schumpeter, 1961)

• new products, markets, processes, organization and material

– Innovation relies on marketing knowledge (Lopes & Casson, 2007)

– Networking (Light, Bhachu & Krageorgis, 1993)

– Characteristics (Baycan-Levent & Nijkamp, 2009)

Top 10 Industries – Immigrant Entrepreneurs

No.

Regions / Industries

Industry in North America

as a proportion of the total

industry in the world (%)

Immigrant percentages (%)

Ranking of industry

dominated by the immigrant

entrepreneurs in North America

1 Beverages 64.3 33.3 7

2Commercial Services 70 42.9 5

3 Internet 83.3 80 2

4Cosmetics / Personal Care 50 62.5 3

5 Food 40 83.3 16 Computer 83.3 40 67 Media 84.2 50 48 Retail 55.6 33.3 79 Software 85.7 16.7 10

10Telecommunications 21.2 27.3 9

TABLE 1. Top 10 industries identified in the North America.

Note: The top ten industries in the United States which are dominated by immigrant entrepreneurs.Sources: Adopted from Secondary data from Interbrand (2012); and Forbes 500 (2012) databases.

Methodology • Case Study• A mixed-method approach–Interview–Large Existing Database

–Companies archives

Case Studies: Global Brands

Global Brands by Immigrants

Sources: Data adopted from Forbes & Interbrand Database

Internet Industry

Cosmetic Industry

Preliminary Findings•IT environment shifted from “technology push” to “market pull” environment gradually.•Many immigrants from India, Taiwan, China, Korea, Canada, UK and others came to Silicon Valley and exhibited their talent in highly skilled jobs and became entrepreneurs mainly in IT (internet) •Immigrant entrepreneurs characteristics•Expand research –Lopes & Casson (2007) on innovation relies on other activities such as branding and marketing knowledge rather than technology.–Saxenian & Wadhwa (2007) on immigrant entrepreneurs in the United States

•Contribute to an immigrant entrepreneurship field focusing on IT (internet) and cosmetic industry. •Early days vs Present day. Linked to todays success of brands?