Global Brands: The Evolution of Multinationals in Alcoholic Beverages (Cambridge Studies in the Emergence of Global Enterprise)

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9781107669734: Global Brands: The Evolution of Multinationals in Alcoholic Beverages (Cambridge Studies in the Emergence of Global Enterprise)

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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Book Description:

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 beverage industry and firms.

About the Author:

Teresa da Silva Lopes is a Senior Lecturer in the School of Business and Management at Queen Mary, University of London. She has previously taught at the University of Oxford and Universidade Católica Portuguesa. She is the author of numerous publications on international business history, marketing history, and other topics in journals such as Business History, Business History Review, and Enterprise and Society. She is currently co-director of the Centre for Globalization Research at Queen Mary, University of London; reviews editor for the journal Business History, council member of the Association of Business Historians, and trustee of the American Business History Conference. Lopes has held visiting research fellowships at the University of California Berkeley and École Polytechnique in Paris. Currently she is a Fellow of the Dynamics of Institutions and Markets in Europe Network, a Research Fellow at Universidade Católica Portuguesa and a Research Associate of the Centre for International Business History and the Centre for Institutional Performance, both at the University of Reading.

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Book Description CAMBRIDGE UNIVERSITY PRESS, United Kingdom, 2013. Paperback. Book Condition: New. Reprint. Language: English . Brand New Book ***** Print on Demand *****.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, first published in 2007, 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. Bookseller Inventory # AAV9781107669734

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Book Description CAMBRIDGE UNIVERSITY PRESS, United Kingdom, 2013. Paperback. Book Condition: New. Reprint. Language: English . Brand New Book ***** Print on Demand *****. 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, first published in 2007, 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. Bookseller Inventory # AAV9781107669734

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Book Description Cambridge University Press. Paperback. Book Condition: new. BRAND NEW PRINT ON DEMAND., Global Brands: The Evolution of Multinationals in Alcoholic Beverages, Teresa da Silva Lopes, 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, first published in 2007, 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. Bookseller Inventory # B9781107669734

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