Business

Myths of Branding, written by renowned branding experts Andy Milligan and Simon Bailey, explores the huge number of misguided, mistaken and blatantly false myths that abound in the branding arena. From the belief that developing brands is nothing more than fiddling with logos, to the perception that it's a 'soft' area of marketing that doesn't go beyond visual identity and that the customer is always right - these myths are all surprisingly entrenched, yet could not be further from the truth.

The conventional wisdom about globalization is wrong. Over the past forty years as companies, money, ideas, and people went abroad more often than not, they looked regional rather than globally. O'Neil details this transformation and the rise of three major regional hubs in Asia, Europe, and North America. Current technological, demographic, and geopolitical trends look only to deepen these regional ties. O'Neil argues that this has urgent implications for the United States. Regionalization has enhanced economic competitiveness and prosperity in Europe and Asia. It could do the same for the United States, if only it would embrace its neighbors.

This text discusses the pressures and decisions that influences changes in corporate reporting with emphasis given to the UK, the United Sates and Islamic countries. The book also discusses the impact of advances in technology on corporate reporting and we review the nature of information provided by companies to a wider audience than shareholders.

As globalization explodes, so has international business scholarship. This second edition of the Oxford Handbook of International Business synthesizes all the relevant literature of the last 40 years in 28 original chapters by the world's most distinguished scholars. Reflecting the changes and development in the field since the first edition this new edition has a changed structure, all the chapters have been updated to take account of the latest scholarship, and five new chapters freshly written.