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Corporate cultures and global brands

Author: Albrecht Rothacher
Publisher: Hackensack, N.J. : World Scientific Pub., ©2004.
Edition/Format:   Print book : Conference publication : EnglishView all editions and formats
Summary:
"This book covers the development of 19 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,  Read more...
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Genre/Form: Conference papers and proceedings
Congresses
Material Type: Conference publication
Document Type: Book
All Authors / Contributors: Albrecht Rothacher
ISBN: 9812388567 9789812388568
OCLC Number: 71369745
Notes: "All participants of the seminar on "Comparative Business Cultures" held at the Economics Department of the National University of Singapore during 2003 shared ... intellectual excitement and discovery of the most diverse corporate and marketing worlds which are captured in the contributions of this volume"--Acknowledgements.
Description: viii, 269 pages ; 23 cm
Contents: Corporate identities and successful branding --
Mars Inc. : more than candies and cat food --
The bitter sweet chocolates of Sprungli-Lindt --
Kikkoman : far travelled sauces --
Who loves McDonald's? --
For God, America and the real thing : the Coke story --
Zubrowka Bison Vodka : the high is the limit --
Ikea : the smaland way goes global --
The rise and fall of the Seibu-Saison empire --
United, the Benetton way --
Nike just did it --
Nokia : connecting people through a disconnected past --
Sony : made by Morita --
Sir Richard Branson's Virgins --
Toyota : the reluctant multinational --
Fiat : the festa is over --
Corporate mergers, merged brands in trouble : DaimlerChrysler and BMW-Rover --
The Lego universe of building bricks --
The magic of Disney.
Responsibility: edited by Albrecht Rothacher.

Abstract:

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  Read more...

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"This book is required reading for practitioners and students of global branding. It gives informed and valuable insights into culture-specific elements in the international business arena. The Read more...

 
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