To read the full version of this content please select one of the options below:

Everywhere is home for the global top one hundred: How the top brands get ahead and stay ahead

Strategic Direction

ISSN: 0258-0543

Article publication date: 18 April 2008

Abstract

Purpose

This paper aims to reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Global brands are no longer just an example of mega‐successful marketing. The power they exert may go beyond the economic sphere to social and political clout. Many global brands have budgets that exceed the GNP of small nations and they have altered every aspect of the lives of people all over the world. The way we dress and adorn ourselves, the way we eat and drink, our choices of entertainment, how we communicate and the methods of transport we use to move around our cities, nations, and the planet are all influenced by global brands and their very successful marketing strategies.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Keywords

Citation

(2008), "Everywhere is home for the global top one hundred: How the top brands get ahead and stay ahead", Strategic Direction, Vol. 24 No. 5, pp. 14-17. https://doi.org/10.1108/02580540810867880

Publisher

:

Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited