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Markets, knowledge and trade in brands

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  • Teresa da Silva Lopes

Abstract

Focusing on the global alcoholic beverages industry in the last 50 years, this study explains the different ways in which brands can be traded internationally and the impact of this trade on firms' global strategies, structures and operations. It argues that the increase in the trading of brands has been led by the need for brands to be managed by entrepreneurs and firms with different levels and kinds of knowledge, in particular, marketing knowledge, and that this knowledge is greatly determined by the stages in the lives of brands and the characteristics of the markets in which brands are sold.

Suggested Citation

  • Teresa da Silva Lopes, 2008. "Markets, knowledge and trade in brands," Global Business and Economics Review, Inderscience Enterprises Ltd, vol. 10(4), pages 449-466.
    • Handle: RePEc:ids:gbusec:v:10:y:2008:i:4:p:449-466
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