Tekijä: Markus Bauder; Volker Holzer; Hartmut Hug; Klaus Merk; Thomas Paaß; Alexander Rothacher; Christian Seifritz; Cor Sobanek Kustantaja: Bildungsverlag Eins GmbH (2006) Saatavuus: Ei tiedossa
Tekijä: Jakob Flury; Reiner Rummel; Christoph Reigber; Markus Rothacher; Gerd Boedecker; Ulrich Schreiber Kustantaja: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG (2005) Saatavuus: Noin 17-20 arkipäivää
Tekijä: Frank M. Flechtner; Thomas Gruber; Andreas Güntner; M. Mandea; Markus Rothacher; Tilo Schöne; Jens Wickert Kustantaja: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG (2010) Saatavuus: Noin 17-20 arkipäivää
This interesting book covers the development of 19 prominent European, American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodstuffs, drinks, retail, apparel, electronics, aviation, cars and entertainment. Of prime importance for corporate survival and growth in all sectors and countries is the crucial shift from owner-founder-run companies to consolidated management-led corporations. The wide range of sectors and countries of origin featured also permits valid conclusions on the persistence of distinctive national management styles and brand images. This clearly proves that there are corporate limits to globalization, which companies during thoughtless cross-national mergers ignore at their peril.