Książka Global Brands Teresa da Silva Lopes

Global Brands

The Evolution of Multinationals in Alcoholic Beverages

Język: Angielski
Oprawa: Miękka
Dostępność: Dostępna u dostawcy
Wysyłamy za 14-21 dni
189.81
In a world focused on science and new technology, brands help to explain why several of the world's...

Informacje o książce

Język
Angielski
Oprawa
Książka - Miękka
Data wydania
2013
strony
348
EAN
9781107669734
ISBN
1107669731
Enbook ID
02053201
Waga
514
Wymiary
154 x 230 x 23

Pełny opis

In a world focused on science and new technology, brands help to explain why 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, first published in 2007, explains how the world's largest multinationals in alcoholic beverages achieved global leadership; considers the predominant corporate governance structures for such firms; and looks at why these firms form alliances with direct competitors. Brands also determine the waves of mergers and acquisitions in the beverage industry. Global Brands contrasts with existing studies by providing a new dimension to the literature on the growth of multinationals through the focus on brands, using an institutional and evolutionary approach based on original and published sources about the industry and the firms.

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