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Carte Global Brands Teresa da Silva Lopes

Global Brands

The Evolution of Multinationals in Alcoholic Beverages

Autor: Teresa da Silva Lopes
Limbă: engleză
Legare: Copertă tare
Editura: Cambridge University Press
Disponibilitate: șansă 50%
Şanse de a obține acest titlu
279.81 lei
In a world focused on science and new technology, brands help to explain why several of the world's...

Informații despre carte

Autor
Teresa da Silva Lopes
Limbă
engleză
Legare
Carte - Copertă tare
Publicat
2007
Pagini
326
EAN
9780521833974
ISBN
0521833973
Enbook ID
02045967
Editura
Cambridge University Press
Greutate
640
Dimensiuni
236 x 164 x 27

Descriere completă

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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