Book: Global Brands: The Evolution of Multinationals in Alcoholic Beverages
Author: Teresa da Silva Lopes
Pages: 326
Format: pdf
Language: English
ISBN10: 0521833973
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.
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