Global Brands: The Evolution of Multinationals in Alcoholic Beverages (Cambridge Studies in the Emergence of Global Enterprise) Book + PRICE WATCH * Amazon pricing is not included in price watch

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

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 beverage industry and firms.Read More

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  • Product Description

    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.

  • 0521833973
  • 9780521833974
  • Teresa da Silva Lopes
  • 24 September 2007
  • Cambridge University Press
  • Hardcover (Book)
  • 326
  • illustrated edition
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