Films for the Humanities and Sciences - Building Multilevel Global Brands

Building Multilevel Global Brands

For Nicolas Hayek and Domenico DeSole, image is everything. In this program, Hayek, chairman and CEO of Swatch Group, and DeSole, chairman, president, and CEO of Gucci Group, give their views on building multilevel global brands, the vital importance of image, and American versus European business theory. In addition, MBA students and faculty from the International Institute for Management Development, Lausanne, Switzerland, ask questions about how to reinvigorate tired brands and the effects of saturating markets with brands that thrive on uniqueness. (58 minutes)

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Item#: BVL30247
Copyright date: ©2001
DVD ISBN 978-0-7365-5274-5

Part of the Series : CEO Exchange: Conversations in Leadership


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