Global brands : the evolution of multinationals in alcoholic beverages

著者

    • Lopes, Teresa da Silva

書誌事項

Global brands : the evolution of multinationals in alcoholic beverages

Teresa da Silva Lopes

（Cambridge studies in the emergence of global enterprise）

Cambridge University Press, 2007

  • : hardback

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注記

Includes bibliographical references and index

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収録内容

  • Preface
  • List of abbreviations
  • Brands and the growth of multinationals
  • Leading firms
  • the historical legacy
  • Growth and survival
  • Family ownership and managerial control
  • Channel management
  • Diversification strategies
  • Acquiring brands
  • The life of brands
  • Conclusion
  • Appendix 1. Value added chain in alcoholic beverages
  • Appendix 2. Brands owned by the leading multinationals in 2005
  • Appendix 3. Annual sales for each firm in alcoholic beverages
  • Appendix 4. Selection of the sample
  • Appendix 5. Biographies of the world's largest multinationals in alcoholic beverages
  • Appendix 6. Types of governance structures in distribution, 1900
  • 2005
  • Appendix 7. Schematic representation: alliances as dynamic processes for acquiring marketing knowledge
  • Appendix 8. Diversification strategies
  • Appendix 9. Patterns of diversification within alcoholic beverages
  • Appendix 10. Schematic representation: brands and marketing knowledge in mergers and acquisitions
  • Appendix 11. Evolution of sales of the world's leading brands by beverage type
  • Bibliography

内容説明・目次

内容説明

In a world focused on science and new technology, brands help to explain why 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, first published in 2007, explains how the world's largest multinationals in alcoholic beverages achieved global leadership; considers the predominant corporate governance structures for such firms; and looks at why these firms form alliances with direct competitors. Brands also determine the waves of mergers and acquisitions in the beverage industry. 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 industry and the firms.

目次

  • 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.

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