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Global brands: the evolution of multinationals in alcoholic beverages

By: Material type: TextTextSeries: Cambridge studies in the Emergence of global EnterprisesPublication details: Cambridge Cambridge University Press 2007Description: xxii, 303 pISBN:
  • 9780521833974
Subject(s): DDC classification:
  • 338.887631
Summary: 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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Item type Current library Item location Shelving location Call number Status Date due Barcode
Books Vikram Sarabhai Library Rack 23-B / Slot 969 (0 Floor, East Wing) General Stacks 338.887631 L6G5 (Browse shelf(Opens below)) Available 164661

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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