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

Type

Book

Authors

Teresa da Silva Lopes

ISBN 10

0521833973

ISBN 13

9780521833974

Tags

Economic History, International, Wine & Spirits, United States, World, Reference & Test Preparation, Sociology, Economics, International Business

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. - from Amzon

Number of Copies