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European Business and Brand Building

Edited By Luciano Segreto, Hubert Bonin, Andrzej K. Kozminski and Carles Manera

A strong brand is a key factor in business success, both in the short-term and in the long-term. Brands help to provide a better understanding of the corporate and commercial culture of different firms. A brand reveals the knowledge capital held by a company, but also often reflects the perception of the firm held by consumers and stake-holders.
The book explores the historical process of building some of the most famous brands among European businesses and examines the extent to which the brands have contributed to the image of the firms and their differentiation against competitors in the industry.

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Contributors 261

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261 Contributors Dominique Barjot is Professor of Contemporary Economic History at the Paris Sorbonne University (Paris IV) and École Nationale des Chartes. He was Director of the Humanities of the French Ministry of Research (2003-2007), Scientific Director of Humanities and Social Sciences of the National Center of Scientific Research (CNRS) and member of the Standing Committee Humanities of the European Science Foundation (deputy of France from 1994 to 1998). He is a member of the board of directors of a number of historical Journals (e.g. Entreprises et Histoire and Histoire, Économie, Sociétés) and he is in the scientific committee of others (e.g. Revue Économique, Économie et Société and Business History). Dominique Barjot is a Specialist of Economic and Business History. Hubert Bonin is Professor of Modern Economic History at Sciences Po Bordeaux and a member of the GRETHA research centre at Bordeaux University. His research focuses on the history of services companies, French and overseas banking history and European business. He’s a member of the scientific committee of the European Association for Banking & Finance History (Frankfurt), and of the scientific boards for the history of BNP Paribas and the Société Générale. He’s in the scientific board of the Canadian International Journal of Maritime History, as well as of the French journal Outre-Mers. Revue d’histoire. He’s a member of the Executive Committee of the European Business History Association (2010-2013). Xoán Carmona Badía is Professor of Economic History at the University of Santiago de...

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