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Global Brands: The Evolution of Multinationals in Alcoholic Beverages (Cambridge Studies in the Emergence of Global Enterprise)
enlarge	Author: Teresa Da Silva Lopes Publisher: Cambridge University Press Category: Book List Price: ~~$50.00~~ Buy New: $26.99 You Save: $23.01 (46%) New (16) Used (6) from $26.99 Sales Rank: 1398359 Media: Hardcover Number Of Items: 1 Pages: 326 Shipping Weight (lbs): 1.4 Dimensions (in): 9.1 x 6.2 x 1.2 ISBN: 0521833973 Dewey Decimal Number: 338.887631 EAN: 9780521833974 ASIN: 0521833973 Publication Date: September 24, 2007 Availability: Usually ships in 1-2 business days

Editorial Reviews: Product Description 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. 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.

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