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Corporate Cultures and Global Brands

By Albrecht Rothacher

Corporate Cultures and Global Brands book

Corporate Cultures and Global Brands

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Description
This interesting book covers the development of 18 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner-founder-run companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.
Product details
Binding:
Paperback
Number of Pages:
280
Release Date:
2004-10-25
Publication Date:
2004-10-26
Publisher:
World Scientific Publishing Company
Languages:
Original: English
ISBN10:
9812388567
ISBN13:
9789812388568
Weight:
395 g
Height:
155 cm
Width:
227 cm
Thickness:
16 cm
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