Global Management and the Strategic Role of Brands
This study analyses the strategic role of brands, in explaining the management of business in the global alcoholic beverages industry and also the techniques used by firms to exploit economies of scale and scope in the international marketplace. It explains the different ways in which brands have been traded, what were the strategies of enterprises behind the creation of global brands, and how their operations have been affected by this increased importance of brands in firms’ everyday lives. It argues that the increase in the trade of brands has been led by the need for brands to be managed by entrepreneurs and firms with different levels and kinds of knowledge, and that this knowledge is greatly determined by the stages in the lives of brands, and the types of markets in which the brand is sold.
Year of publication: |
2008-05
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Authors: | Lopes, Teresa da Silva |
Institutions: | Centre for Globalisation Research (CGR), School of Business Management |
Saved in:
freely available
Series: | Working Papers. - ISSN 1755-5892. |
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Type of publication: | Book / Working Paper |
Notes: | Number 10 |
Source: |
Persistent link: https://www.econbiz.de/10005451594
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