Global Brands The Evolution of Multinationals in Alcoholic Beverages [Paperback]

Global Brands, first published in 2007, adds to the literature on the growth of multinational corporations through the focus on brands.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.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.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.1. Brands and the growth of multinationals; 2. Leading firms - the historical legacy; 3. Growth or survival; 4. Family ownership and managerial control; 5. Channel management; 6. Diversification strategies; 7. Acquiring brands; 8. The life of brands; 9. Conclusion. Teresa da Silva Lopes has produced a comprehensive book on the history and expansion of the international alcoholic beverages industry, focusing on the development of global brands. The author demonstrates a profound understanding of the complex nature of this industrial development and of the economic theories of international business. Reading of this book, written in a very precise and elegant language, has been an educational and stimulating experience. Thislƒb