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Corporate cultures and global brands [electronic resource] / edited by Albrecht Rothacher.

Contributor(s): Rothacher, Albrecht.
Material type: TextTextPublisher: Singapore : World Scientific Pub., c2004Description: 1 online resource (viii, 269 p.).ISBN: 9789812563057 (electronic bk.); 9812563059 (electronic bk.); 9812388567; 9789812388568.Subject(s): Brand name products -- Management -- Congresses | Branding (Marketing) -- Congresses | Corporate culture -- Congresses | Corporate image -- Congresses | Competition, International -- Congresses | Produits de marque -- Gestion -- Congr�es | Produits de marque -- Commercialisation -- Congr�es | Culture d'entreprise -- Congr�es | Concurrence internationale -- Congr�es | BUSINESS & ECONOMICS -- Advertising & Promotion | Organisatiecultuur | Merken | Internationale ondernemingen | Corporate identity | Comparative business cultures | Global brandsGenre/Form: Electronic books.Additional physical formats: Print version:: Corporate cultures and global brands.DDC classification: 658.827 Online resources: EBSCOhost
Contents:
Corporate identities and successful branding -- Mars Inc.: more than candies and cat food -- The bitter sweet chocolates of Sprungli-Lindt -- Kikkoman: far travelled sauces -- Who loves McDonald's? -- For God, America and the real thing: the Coke story -- Zubrowka Bison Vodka: the high is the limit -- Ikea: the smaland way goes global -- The rise and fall of the Seibu-Saison Empire -- United, the Benetton way -- Nike just did it -- Nokia: connecting people through a disconnected past -- Sony: made by Morita -- Sir Richard Branson's Virgins -- Toyota: the reluctant multinational -- Fiat: the Festa is over -- Corporate mergers, merged brands in trouble: DaimlerChrysler and BMW-Rover -- The Lego Universe of building blocks -- The magic of Disney.
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"All participants of the seminar on "Comparative Business Cultures" held at the Economics Department of the National University of Singapore during 2003 shared ... intellectual excitement and discovery of the most diverse corporate and marketing worlds which are captured in the contributions of this volume"--Acknowledgements.

Includes bibliographical references.

Corporate identities and successful branding -- Mars Inc.: more than candies and cat food -- The bitter sweet chocolates of Sprungli-Lindt -- Kikkoman: far travelled sauces -- Who loves McDonald's? -- For God, America and the real thing: the Coke story -- Zubrowka Bison Vodka: the high is the limit -- Ikea: the smaland way goes global -- The rise and fall of the Seibu-Saison Empire -- United, the Benetton way -- Nike just did it -- Nokia: connecting people through a disconnected past -- Sony: made by Morita -- Sir Richard Branson's Virgins -- Toyota: the reluctant multinational -- Fiat: the Festa is over -- Corporate mergers, merged brands in trouble: DaimlerChrysler and BMW-Rover -- The Lego Universe of building blocks -- The magic of Disney.

Description based on print version record.

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Corporate cultures and global brands ©2004
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