Corporate Cultures And Global Brands by Albrecht Rothacher - 9781800617117

Corporate Cultures And Global BrandsAuthor(s): Albrecht Rothacher\nFormat: Hardback\nPublisher: World Scientific Europe Ltd, United Kingdom\nImprint: World Scientific Europe Ltd\nISBN-13: 9781800617117, 978-1800617117\nSynopsis\nThis insightful volume covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. Each case study comprehensively reviews the changes in the company's corporate structure and the successes and failures of its marketing and branding strategies over time. A wide range of business sectors is covered, including food and drink, 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 [url] wide spectrum of sectors and countries of origin featured also permits valuable conclusions to be drawn on the persi.