Corporate cultures and global brands
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Bibliographic Information
Corporate cultures and global brands
World Scientific, 2004
- : pbk
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"Mars, Lindt, Kikkoman, McDonald's, Coca-Cola, Ikea, Benetton, Nike, Nokia, Sony, Virgin, Toyota, Fiat, Chrysler, BMW, Rover, Lego, Disney"--Cover
Includes bibliographical references
Description and Table of Contents
Description
This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner-founder-run companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.
Table of Contents
- 1. A Transatlantic Education
- i. Prussia to Pennsylvania
- ii. Boston 1915. 2. A New Discipline
- i. A Master Plan for 'Metropolis'
- ii. Hegemann and the Invention of the City Planning Exhibition
- iii.The Task of Town Building is an International One... and Every Nation May Contribute to Our Knowledge
- iv. Conceptual Consequences of the Universal Exhibition
- v. Fur Gross-Berlin. 3. New Worlds
- i. The Lecture Tour of 1913
- ii. Hegemann and Peets, City Planning and Landscape Architects
- iii. The American Vitruvius. 4. Theory and Criticism
- i. Back to Broken Continent
- ii. Wasmuth Verlag
- iii. 'Amerikanismus' and the Frank Lloyd Wright Debate
- iv. Mendelsohn 'One of the Most Inventive Amongst Modern Architects'
- v. Conflicting Visions of the Modern City
- vi. Pitfalls of Criticism
- vii. Modernism: Style or Function
- viii. Race and Culture. 5. Life in Ideological Times
- i. Alemannenstrasse 21
- ii. Urban Interchange in the Southern Cone
- iii. Romanticism, Classicism, Style or Virtue
- iv. The Stones of Berlin
- v. Hegemann, Belletrist
- vi. Berlin 1933. 6. Exile
- i. New York and the New School for Social Research
- ii. Refugee Without Refuge
- iii. Academic Protests
- iv. 'Housing': Full Circle
- v. An Untimely Death
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