Global Brands. The evolution of multinationals in alcoholic beverages
Details:
- Author(s) Lopes, Teresa da Silva
- Publication type Monograph
- Year published 2007
- Pages 303pp; illus
- Publisher Cambridge University Press
- Place Published Cambridge
Topics:
- Name Multinational cos exc free standing & general trading cos
- Name Marketing inc brand & product development, distribution, etc
- Name Comparative international studies
- Name Diversification strategies
- Name Acquisition, takeover, merger, etc, activity exc competition issues
Countries:
Library:
- Name British Library
- City London
- County Greater London
- Country England
- Postcode NW1 2DB
- Visit British Library's website
Groups:
Notes:
Deals with the international alcoholic drinks industry since c1960s and its consolidation into a relatively small group of large multinational businesses characterised by ownership of globally recognised brands promoted by extensive marketing. Contents include: 'Brands and the growth of multinationals'; 'Leading firms - the historical legacy'; 'Growth and survival'; 'Family ownership and managerial control'; 'Channel management'; 'Diversification strategies'; 'Acquiring brands'; 'Life of brands'. Extensive appendices include: 'Annual sales for each firm in alcoholic beverages'; 'Biographies of the world's largest multinationals in alcoholic beverages'; 'Schematic representation - alliances as dynamic processes for acquiring marketing knowledge'; 'Diversification strategies'; 'Patterns of diversification within alcoholic beverages'; etc -- Appendix 10. Draws on the experience of past and present businesses such as: Allied Domecq; Anheuser Busch; Louis Vuitton; Grand Metropolitan; Guinness; Diageo; International Distillers & Vintners; Seagram; Pernod Ricard . See also the writer's doctoral thesis 'Growth and Survival of Multinationals in the Global Alcoholic Beverage Industry', Reading, 2002