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Global Management and the Strategic Role of Brands

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  • Teresa da Silva Lopes

Abstract

This study analyses the strategic role of brands, in explaining the management of business in the global alcoholic beverages industry and also the techniques used by firms to exploit economies of scale and scope in the international marketplace. It explains the different ways in which brands have been traded, what were the strategies of enterprises behind the creation of global brands, and how their operations have been affected by this increased importance of brands in firms’ everyday lives. It argues that the increase in the trade of brands has been led by the need for brands to be managed by entrepreneurs and firms with different levels and kinds of knowledge, and that this knowledge is greatly determined by the stages in the lives of brands, and the types of markets in which the brand is sold.

Suggested Citation

  • Teresa da Silva Lopes, 2008. "Global Management and the Strategic Role of Brands," Working Papers 10, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research.
    • Handle: RePEc:cgs:wpaper:10
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    File URL: http://cgr.sbm.qmul.ac.uk/CGRWP10.pdf
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    References listed on IDEAS

    as
    1. Géraldine Michel & Tim Ambler, 1999. "Establishing brand essence across borders," Post-Print hal-02051150, HAL.
    2. Schmalensee, Richard, 1983. "Product Differentiation Advantages of Pioneering Brands: Errata," American Economic Review, American Economic Association, vol. 73(1), pages 250-250, March.
    3. John Seely Brown & Paul Duguid, 2001. "Knowledge and Organization: A Social-Practice Perspective," Organization Science, INFORMS, vol. 12(2), pages 198-213, April.
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