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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.
Zakup książki
Global Brands, Teresa da Silva Lopes
- Język
- Rok wydania
- 2007
- Oprawa
- (twarda)
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- Tytuł
- Global Brands
- Język
- angielski
- Autorzy
- Teresa da Silva Lopes
- Wydawca
- Cambridge University Press
- Rok wydania
- 2007
- Oprawa
- twarda
- ISBN10
- 0521833973
- ISBN13
- 9780521833974
- Tagi
- Tematy historyczne, Biznes
- Ocena
- 3,5 z 5
- Opis
- 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.