Global Brands: The Evolution of Multinationals in Alcoholic Beverages

ISBN-13: 9780521833974 / Angielski / Twarda / 2007 / 326 str.

Teresa Da Silva Lopes

Opis

Brands help explain why, in a world focused on science and new technology, several of the world's multinational corporations have little to do with either. Rather they are old firms with little critical investment in patents or copyrights. For these firms, the critical intellectual property is trademarks. Global Brands explains how the world's largest multinationals in alcoholic beverages achieved global leadership; the predominant corporate governance structures for firms' marketing-based industries; and why these firms form alliances with direct competitors.

Recenzje

"This is the first major historical study of the evolution of global brands and the multinational enterprises that control them. It charts the rise of brands in the modern global economy. It is a work of impressive scholarship, based on unrivalled access to corporate archives. Drawing on the latest theories of entrepreneurship and international business, Teresa da Silva Lopes identifies the key changes in technologies, lifestyles and logistics which have driven the growth of global brands. Her conclusions have major implications for the contemporary management of global brands."
Professor Mark Casson, University of Reading

Spis treści

1. Brands and the growth of multinationals; 2. Leading firms - the historical legacy; 3. Growth or survival; 4. Family ownership and managerial control; 5. Channel management; 6. Diversification strategies; 7. Acquiring brands; 8. The life of brands; 9. Conclusion.