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Global brands : the evolution of multinationals in alcoholic beverages /
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 i...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Cambridge ; New York :
Cambridge University Press,
2007.
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| Colección: | Cambridge studies in the emergence of global enterprise.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | 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 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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| Descripción Física: | 1 online resource (xxii, 303 pages, 22 unnumbered pages of plates) : illustrations (some color) |
| Bibliografía: | Includes bibliographical references (pages 263-285) and index. |
| ISBN: | 9780511550911 051155091X 9780511508042 0511508042 9781107669734 1107669731 1107174791 9781107174795 9786612058172 661205817X 1282058177 9781282058170 0511507380 9780511507380 0511503946 9780511503948 0511508700 9780511508707 0511506082 9780511506086 |