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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 |
|---|---|
| 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 |
Tabla de Contenidos:
- Preface
- List of abbreviations
- Brands and the growth of multinationals
- Leading firms : the historical legacy
- Growth and survival
- Family ownership and managerial control
- Channel management
- Diversification strategies
- Acquiring brands
- The life of brands
- Conclusion
- Appendix 1. Value added chain in alcoholic beverages
- Appendix 2. Brands owned by the leading multinationals in 2005
- Appendix 3. Annual sales for each firm in alcoholic beverages
- Appendix 4. Selection of the sample
- Appendix 5. Biographies of the world's largest multinationals in alcoholic beverages
- Appendix 6. Types of governance structures in distribution, 1900--2005
- Appendix 7. Schematic representation: alliances as dynamic processes for acquiring marketing knowledge
- Appendix 8. Diversification strategies
- Appendix 9. Patterns of diversification within alcoholic beverages
- Appendix 10. Schematic representation: brands and marketing knowledge in mergers and acquisitions
- Appendix 11. Evolution of sales of the world's leading brands by beverage type
- Bibliography.