Frontmatter

Chapters in this book

1. Frontmatter i
2. Content v
3. 1 Anniversary dates and transformation phases in the company’s history 1
4. 2 Founder Consortia, Major Investors and Key Shareholders Corporate Governance and Prominent Figures in Continental’s History 49
5. 3 The People of Continental Identities and Interests in Times of Upheaval in the Working World 99
6. 4 Rubber—Resource Management, Sustainability and Environment, or: the Metamorphosis of a Key Raw Material 162
7. 5 A Brief History of the Continental Tire, or: the Metamorphoses of a High-tech Product and the Continental Product Portfolio 191
8. 6 The Continental Shares The Life Cycle of a Security in a Changing Capital Market 228
9. 7 From Local Trademark to Global Brand The Brand and its Marketing in Continental’s History 269
10. 8 Continental as a Global Company The Long Road Toward Internationalization 306
11. 9 Between Vision and Speculation Continental in 2046, or: The History of Past and Present Expectations for the Future within the Company 339
12. Annex 365
13. Image credits 379