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Global Brands: The Evolution of Multinationals in Alcoholic Beverages by Teresa Da Silva Lopes

Global Brands: The Evolution of Multinationals in Alcoholic Beverages

by Teresa Da Silva Lopes
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Book cover type: Paperback
  • ISBN13: 9781107669734
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Cambridge University Press
  • Publisher Imprint: Cambridge University Press
  • Publication Date:
  • Pages: 348
  • Original Price: GBP 33.0
  • Language: English
  • Edition: Reprint
  • Item Weight: 468 grams
  • BISAC Subject(s): International / General

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.

Lopes, Teresa Da Silva: - 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.

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