Partnership-Based International Expansion

“Rembrandt’s overseas investments took on a particular pattern. First, the best possible local partners were found and a new company established. In the initial phase and with the launching, advice and assistance were given from South Africa on an ongoing basis. Rembrandt would revitalise the new acquisition. Through cost-cutting and an emphasis on marketing and advertising the business would take off on its own steam. After the local partners had been trained and empowered, however, the Rembrandt Group moved into the background.”

“The 1960s were a period of consolidation as well as expansion of Rupert’s tobacco and cigarette interests. The takeover of Carreras and Rothmans led to expansion in other parts of the world. Using Rothmans as his flagship, he created a stir with his philosophy of industrial partnership in various countries where he embarked on new initiatives. Partnership companies were established on a bilateral basis in Australia and New Zealand, Malaysia, Singapore, Indonesia, Canada, Jamaica, Northern and Southern Rhodesia (now Zambia and Zimbabwe) and Nyassaland (now Malawi) − eventually even beyond the Iron Curtain in Russia and China.”