Book
Corporate Cultures And Global Brands (Second Edition)
ISBN : 9781800616998
Author : Rothacher Albrecht
Publisher : WSPC (EUROPE)
Year : 2025
Language : English
Type : Book
Description : This 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 corporations.
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