“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.”
“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.”
“‘Corporate Cultures and Global Brands’ offers a thoughtful glimpse into the very soul of every successful product — the brand.”
Dr Tom Hardiman
Chairman, IBM International Treasury Services Company
Fellow of the Irish Management Institute and of the Marketing Institute of Ireland
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
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
International Economics Editor
Wirtschaftsblatt
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