ENGLISH

Global Brands: The Evolution of Multinationals in Alcoholic Beverages

By Teresa da Silva Lopes

Book information

Publisher
Cambridge University Press
Year
2007
ISBN
0521833973, 9780521833974
LCC
HD9350.5 .L66 2007
Language
english
Format
PDF
Filesize
5 MB (4774793 bytes)
Series
Cambridge Studies in the Emergence of Global Enterprise
Pages
348\348
Scanned
yes
Time added
2010-02-18 13:16:04

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.

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