This paper looks at trademarks and brands, beyond the conventional interests of marketing and law, as a way to explaining the evolution of international business and economies in general. It shows that the perspective defended by many scholars such as Chandler (1990), Wilkins (1991, 1994) and...

Focusing on the global alcoholic beverages industry in the last 50 years, this study explains the different ways in which brands can be traded internationally and the impact of this trade on firms' global strategies, structures and operations. It argues that the increase in the trading of brands...

Focusing on the global alcoholic beverages industry in the last 50 years, this study explains the different ways in which brands can be traded internationally and the impact of this trade on firms' global strategies, structures and operations. It argues that the increase in the trading of brands...