Global Brands - The Evolution of Multinationals in Alcoholic Beverages

Global Brands, first published in 2007, adds to the literature on the growth of multinational corporations through the focus on brands.

List of contents

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.

About the author

Teresa da Silva Lopes is a Senior Lecturer in the School of Business and Management at Queen Mary, University of London. She has previously taught at the University of Oxford and Universidade Católica Portuguesa. She is the author of numerous publications on international business history, marketing history, and other topics in journals such as Business History, Business History Review, and Enterprise and Society. She is currently co-director of the Centre for Globalization Research at Queen Mary, University of London; reviews editor for the journal Business History, council member of the Association of Business Historians, and trustee of the American Business History Conference. Lopes has held visiting research fellowships at the University of California Berkeley and École Polytechnique in Paris. Currently she is a Fellow of the Dynamics of Institutions and Markets in Europe Network, a Research Fellow at Universidade Católica Portuguesa and a Research Associate of the Centre for International Business History and the Centre for Institutional Performance, both at the University of Reading.

Summary

Global Brands, first published in 2007, 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.

Product details

• Authors: Teresa Da Silva Lopes, Teresa Da Silva (University of Oxford) Lopes, Lopes Teresa da Silva
• Publisher: Cambridge University Press ELT
• Languages: English
• Product format: Paperback / Softback
• Released: 26.09.2013
• EAN: 9781107669734
• ISBN: 978-1-107-66973-4
• No. of pages: 348
• Series: Cambridge Studies in the Emergence of Global Enterprise; Cambridge Studies in the Emerg; Cambridge Studies in the Emergence of Global Enterprise
• Subjects: Social sciences, law, business > Business > International economy; BUSINESS & ECONOMICS / International / General, BUSINESS & ECONOMICS / Marketing / General, HISTORY / United States / General, BUSINESS & ECONOMICS / Industries / Manufacturing, Business & management, Manufacturing industries, Sales and marketing, Multinationals