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OverviewThis 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. Full Product DetailsAuthor: Albrecht RothacherPublisher: World Scientific Publishing Company Imprint: World Scientific Publishing Company ISBN: 9786611872595ISBN 10: 6611872590 Publication Date: 01 January 2005 Audience: General/trade , General Format: Electronic book text Publisher's Status: Active Availability: Out of stock The supplier is temporarily out of stock of this item. It will be ordered for you on backorder and shipped when it becomes available. Table of ContentsReviews'Corporate Cultures and Global Brands' offers a thoughtful glimpse into the very soul of every successful product--the brand Author InformationTab Content 6Author Website:Countries AvailableAll regions |