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.
Strategic Direction – Emerald Publishing
Published: Apr 18, 2008
Keywords: Brands; Markets; Experiential learning; Innovation