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Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Global Brands: The Evolution of Multinationals in Alcoholic Beverages

Global Brands: The Evolution of Multinationals in Alcoholic Beverages

Paperback

Series: Cambridge Studies in the Emergence of Global Enterprise

Business GeneralEconomicsLiquor

ISBN10: 1107669731
ISBN13: 9781107669734
Publisher: Cambridge
Published: Sep 26 2013
Pages: 348
Weight: 1.03
Height: 0.72 Width: 6.00 Depth: 9.00
Language: English
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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