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.
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