Global Brands: The Evolution of Multinationals in Alcoholic Beverages (Cambridge Studies in the Emergence of Global Enterprise)

Author: Lopes, Teresa da Silva

Brand: Cambridge University Press

Features:

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Number Of Pages: 326

EAN: 9780521833974

Release Date: 24-09-2007

Package Dimensions: 9.1 x 6.2 x 1.2 inches

Languages: English

Binding: hardcover

Part Number: 43187-18874

Details: 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.