Global Brands: The Evolution of Multinationals in Alcoholic...

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Global Brands: The Evolution of...

Global Brands: The Evolution of Multinationals in Alcoholic Beverages

Name: Global Brands: The Evolution of Multinationals in Alcoholic Beverages
ISBN: 9780521833974

Teresa da Silva Lopes

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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.

వర్గాలు:

History - World History

సంవత్సరం:

2007

ప్రచురణకర్త:

Cambridge University Press

భాష:

english

పేజీల సంఖ్య:

348

ISBN 10:

0521833973