Global Brands: The Evolution of Multinationals in Alcoholic Beverages

by Teresa da Silva Lopes

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 1107669731
• ISBN13: 9781107669734
• Release Date: September 2013
• Publisher: Cambridge University Press
• Length: 348 Pages
• Weight: 1.03 lbs.
• Dimensions: 0.7" x 6.0" x 9.0"