IDEAS home Printed from https://ideas.repec.org/p/cgs/wpaper/10.html
   My bibliography  Save this paper

Global Management and the Strategic Role of Brands

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://cgr.sbm.qmul.ac.uk/CGRWP10.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. John Seely Brown & Paul Duguid, 2001. "Knowledge and Organization: A Social-Practice Perspective," Organization Science, INFORMS, vol. 12(2), pages 198-213, April.
    2. Schmalensee, Richard, 1982. "Product Differentiation Advantages of Pioneering Brands," American Economic Review, American Economic Association, vol. 72(3), pages 349-365, June.
    3. Géraldine Michel & Tim Ambler, 1999. "Establishing brand essence across borders," Post-Print hal-02051150, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sakakibara, Mariko, 1997. "Evaluating government-sponsored R&D consortia in Japan: who benefits and how?," Research Policy, Elsevier, vol. 26(4-5), pages 447-473, December.
    2. Thomas Reverdy, 2006. "ISO 14001 implementation: translation process and organizational change," Post-Print halshs-00134707, HAL.
    3. Kuebart, Andreas & Ibert, Oliver, 2019. "Beyond territorial conceptions of entrepreneurial ecosystems: The dynamic spatiality of knowledge brokering in seed accelerators," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 63(2-4), pages 118-133.
    4. Mateos-Garcia, Juan & Steinmueller, W. Edward, 2008. "The institutions of open source software: Examining the Debian community," Information Economics and Policy, Elsevier, vol. 20(4), pages 333-344, December.
    5. Dirk Crass & Franz Schwiebacher, 2017. "The importance of trademark protection for product differentiation and innovation," Economia e Politica Industriale: Journal of Industrial and Business Economics, Springer;Associazione Amici di Economia e Politica Industriale, vol. 44(2), pages 199-220, June.
    6. Pedro M. Gardete & Liang Guo, 2021. "Prepurchase Information Acquisition and Credible Advertising," Management Science, INFORMS, vol. 67(3), pages 1696-1717, March.
    7. Emmanuelle Vaast & Geoff Walsham, 2009. "Trans-Situated Learning: Supporting a Network of Practice with an Information Infrastructure," Information Systems Research, INFORMS, vol. 20(4), pages 547-564, December.
    8. Mateusz Zawisza & Bogumił Kamiński, 2013. "Price patterns in an oligopoly with switching cost and uncertain demand," Operations Research and Decisions, Wroclaw University of Science and Technology, Faculty of Management, vol. 23(3), pages 71-89.
    9. Wirth, Steffen, 2014. "Communities matter: Institutional preconditions for community renewable energy," Energy Policy, Elsevier, vol. 70(C), pages 236-246.
    10. Laura Birg, 2015. "Externalities of National Pharmaceutical Policy when Markets are Integrated through Parallel Trade," Review of International Economics, Wiley Blackwell, vol. 23(3), pages 558-574, August.
    11. Levent Yilmaz, 2011. "Toward Multi-Level, Multi-Theoretical Model Portfolios for Scientific Enterprise Workforce Dynamics," Journal of Artificial Societies and Social Simulation, Journal of Artificial Societies and Social Simulation, vol. 14(4), pages 1-2.
    12. Roger Feldman & Félix Lobo, 2013. "Competition in prescription drug markets: the roles of trademarks, advertising, and generic names," The European Journal of Health Economics, Springer;Deutsche Gesellschaft für Gesundheitsökonomie (DGGÖ), vol. 14(4), pages 667-675, August.
    13. Maria Franca Norese & Diana Rolando & Rocco Curto, 2023. "DIKEDOC: a multicriteria methodology to organise and communicate knowledge," Annals of Operations Research, Springer, vol. 325(2), pages 1049-1082, June.
    14. Cotterill, Ronald W., 1997. "The Performance of Agricultural Marketing Cooperatives in Differentiated Product Markets," Journal of Cooperatives, NCERA-210, vol. 12, pages 1-13.
    15. Michael Yao-Ping Peng & Zhaohua Zhang & Hsin-Yi Yen & Shu-Mi Yang, 2019. "Dynamic Capabilities and Firm Performance in the High-Tech Industry: Quadratic and Moderating Effects under Differing Ambidexterity Levels," Sustainability, MDPI, vol. 11(18), pages 1-15, September.
    16. Ardito, Lorenzo & Messeni Petruzzelli, Antonio, 2017. "Breadth of external knowledge sourcing and product innovation: The moderating role of strategic human resource practices," European Management Journal, Elsevier, vol. 35(2), pages 261-272.
    17. Valle, Sandra & García, Francisco & Avella, Lucía, 2015. "Offshoring Intermediate Manufacturing: Boost or Hindrance to Firm Innovation?," Journal of International Management, Elsevier, vol. 21(2), pages 117-134.
    18. repec:ags:aaea22:343858 is not listed on IDEAS
    19. Bart Nooteboom, 2012. "Embodied Cognition, Organization and Innovation," Chapters, in: Richard Arena & Agnès Festré & Nathalie Lazaric (ed.), Handbook of Knowledge and Economics, chapter 15, Edward Elgar Publishing.
    20. Nabila Benmostefa, 2017. "Intergenerational sharing of knowledge in communities of practice: A theoretical framework [Le partage intergénérationnel des connaissances dans les communautés de pratique : Un cadre théorique]," Post-Print hal-01781362, HAL.
    21. Philip Auerswald, 2010. "Entry and Schumpeterian profits," Journal of Evolutionary Economics, Springer, vol. 20(4), pages 553-582, August.

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cgs:wpaper:10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Pedro S. Martins (email available below). General contact details of provider: https://edirc.repec.org/data/cgqmwuk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.