Transnational organization and symbolic production: Creating and managing a global brand

Consumption Markets and Culture

Volumn 13, Issue 2, 2010, Pages 159-179

  Amis, John ^a   Silk, Michael L ^b  

^a UNIVERSITY OF MEMPHIS   (United States)

^b University of Bath   (United Kingdom)

Author keywords

Cultural intermediaries; Global brand management; Global strategy; Guinness; MNCs; Transnational corporatism

Indexed keywords

EID: 79958830500     PISSN: 10253866     EISSN: 1477223X     Source Type: Journal    
DOI: 10.1080/10253860903562155     Document Type: Article

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