Global Brands
The Evolution of Multinationals in Alcoholic Beverages

Global Brands, first published in 2007, adds to the literature on the growth of multinational corporations through the focus on brands.

Teresa da Silva Lopes (Author)

9781107669734, Cambridge University Press

Paperback / softback, published 26 September 2013

348 pages, 21 tables
22.9 x 15.2 x 1.8 cm, 0.47 kg

"This is the first major historical study of the evolution of global brands and the multinational enterprises that control them. It charts the rise of brands in the modern global economy. It is a work of impressive scholarship, based on unrivalled access to corporate archives. Drawing on the latest theories of entrepreneurship and international business, Teresa da Silva Lopes identifies the key changes in technologies, lifestyles and logistics which have driven the growth of global brands. Her conclusions have major implications for the contemporary management of global brands."
Professor Mark Casson, University of Reading

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.

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.

Subject Areas: Multinationals [KJVG], Business & management [KJ]