Global Brands

Name: Global Brands
Brand: Cambridge University Press
SKU: 9781107669734
Price: 41.69 EUR
Availability: InStock

The Evolution of Multinationals in Alcoholic Beverages

Autor: Teresa da Silva Lopes

Jazyk:

Väzba: Brožovaná

Vydavateľ: Cambridge University Press

Dostupnosť: Skladom u dodávateľa

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41.69 €

In a world focused on science and new technology, brands help to explain why several of the world's...

Informácie o knihe

Autor

Teresa da Silva Lopes

Jazyk

Angličtina

Väzba

Kniha - Brožovaná

Vydalo

2013

Stránok

348

EAN

9781107669734

ISBN

1107669731

Enbook ID

02053201

Vydavateľ

Cambridge University Press

Hmotnosť

514

Rozmery

154 x 230 x 23

Kompletný popis

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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Global Brands

The Evolution of Multinationals in Alcoholic Beverages

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Kompletný popis

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