Corporate Cultures and Global Brands

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Oktober 2004



This interesting book covers the development of 18 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, 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. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.


1. A Transatlantic Education; i. Prussia to Pennsylvania; ii. Boston 1915. 2. A New Discipline; i. A Master Plan for 'Metropolis'; ii. Hegemann and the Invention of the City Planning Exhibition; iii.The Task of Town Building is an International One... and Every Nation May Contribute to Our Knowledge; iv. Conceptual Consequences of the Universal Exhibition; v. Fur Gross-Berlin. 3. New Worlds; i. The Lecture Tour of 1913; ii. Hegemann and Peets, City Planning and Landscape Architects; iii. The American Vitruvius. 4. Theory and Criticism; i. Back to Broken Continent; ii. Wasmuth Verlag; iii. 'Amerikanismus' and the Frank Lloyd Wright Debate; iv. Mendelsohn 'One of the Most Inventive Amongst Modern Architects'; v. Conflicting Visions of the Modern City; vi. Pitfalls of Criticism; vii. Modernism: Style or Function; viii. Race and Culture. 5. Life in Ideological Times; i. Alemannenstrasse 21; ii. Urban Interchange in the Southern Cone; iii. Romanticism, Classicism, Style or Virtue; iv. The Stones of Berlin; v. Hegemann, Belletrist; vi. Berlin 1933. 6. Exile; i. New York and the New School for Social Research; ii. Refugee Without Refuge; iii. Academic Protests; iv. 'Housing': Full Circle; v. An Untimely Death


"This book is required reading for practitioners and students of global branding. It gives informed and valuable insights into culture-specific elements in the international business arena. The editor brings these insights to bear admirably in this remarkable collection of essays on products and services that achieved a global reach." Dr Tom Hardiman Chairman, IBM International Treasury Services Company Fellow of the Irish Management Institute and of the Marketing Institute of Ireland "A remarkable study with valuable contributions which explore the decisive soft factors of international mergers. Economic cooperation between Europe and Asia urgently requires this expert input." Professor Helmut Haussmann Vice Chairman, Cap Gemini Ernst & Young GmbH Former Federal Minister of Economics, Germany "'Corporate Cultures and Global Brands' offers a thoughtful glimpse into the very soul of every successful product -- the brand." Michael Laczynski International Economics Editor, Wirtschaftsblatt
EAN: 9789812388568
ISBN: 9812388567
Untertitel: Sprache: Englisch.
Erscheinungsdatum: Oktober 2004
Seitenanzahl: 280 Seiten
Format: kartoniert
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