search query: @indexterm global brands / total: 11
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| Author: | Olins, W. |
| Title: | Executive viewpoint: Global companies: the inexorable rise of the corporate state |
| Journal: | European Journal of Marketing
2001 : VOL. 35:3-4, p. 485-497 |
| Index terms: | COMPANIES LARGE BUSINESSES COMPANIES GLOBAL BRANDS |
| Language: | eng |
| Abstract: | This paper considers world's biggest corporations. The author states that today, these companies are not simply much bigger than ever before, they are trying to become more culturally adaptable. They want to operate and be at home everywhere. Being effective across a wide range of cultures inevitably means toning down or even eliminating the company's own roots and affiliations. Then the author divides the article into following sections: 1) Corporate patriotism, not national identity; 2) Conflict of interests; 3) Developing a shared ethos; 4) The brand - a new focus for loyalty; 5) The ethics of business: why global companies are public property. In the last section of this article the author answers the question whether the corporation is becoming a state. |
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