Global Brands: The Evolution of Multinationals in Alcoholic Beverages
(Part of the Cambridge Studies in the Emergence of Global Enterprise Series)
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Book Overview
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.
Format:Paperback
Language:English
ISBN:1107669731
ISBN13:9781107669734
Release Date:September 2013
Publisher:Cambridge University Press
Length:348 Pages
Weight:1.03 lbs.
Dimensions:0.7" x 6.0" x 9.0"
Related Subjects
Accounting & Finance Business Business & Finance Business & Investing Cooking Cooking Drinks & Beverages Economic History Economics Education & Reference History Holiday Cooking Humanities International International Business Modern (16th-21st Centuries) Politics & Social Sciences Spirits WorldCustomer Reviews
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