| Description |
1 online resource (xxii, 303 pages, 22 unnumbered pages of plates) : illustrations (some color). |
| Physical Medium |
polychrome |
| Description |
text file |
| Series |
Cambridge studies in the emergence of global enterprise
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Cambridge studies in the emergence of global enterprise.
|
| Bibliography |
Includes bibliographical references (pages 263-285) and index. |
| Contents |
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. |
| Summary |
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 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. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Alcoholic beverage industry.
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Alcoholic beverage industry. |
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International business enterprises.
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International business enterprises. |
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Brand name products.
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Brand name products. |
| Chronological Term |
Geschichte 1900-2005 |
| Genre/Form |
Electronic books.
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| Other Form: |
Print version: Lopes, Teresa da Silva, 1968- Global brands. Cambridge ; New York : Cambridge University Press, 2007 9780521833974 (DLC) 2006101720 (OCoLC)77758962 |
| ISBN |
9780511550911 (electronic book) |
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051155091X (electronic book) |
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9780511508042 (electronic book) |
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0511508042 (electronic book) |
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0521833973 (hardback) |
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9780521833974 (hardback) |
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