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Corporate Cultures and Global Brands


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1. A Transatlantic Education; i. Prussia to Pennsylvania; ii. Boston 1915. 2. A New Discipline; i. A Master Plan for 'Metropolis'; ii. Hegemann and the Invention of the City Planning Exhibition; iii.The Task of Town Building is an International One... and Every Nation May Contribute to Our Knowledge; iv. Conceptual Consequences of the Universal Exhibition; v. Fur Gross-Berlin. 3. New Worlds; i. The Lecture Tour of 1913; ii. Hegemann and Peets, City Planning and Landscape Architects; iii. The American Vitruvius. 4. Theory and Criticism; i. Back to Broken Continent; ii. Wasmuth Verlag; iii. 'Amerikanismus' and the Frank Lloyd Wright Debate; iv. Mendelsohn 'One of the Most Inventive Amongst Modern Architects'; v. Conflicting Visions of the Modern City; vi. Pitfalls of Criticism; vii. Modernism: Style or Function; viii. Race and Culture. 5. Life in Ideological Times; i. Alemannenstrasse 21; ii. Urban Interchange in the Southern Cone; iii. Romanticism, Classicism, Style or Virtue; iv. The Stones of Berlin; v. Hegemann, Belletrist; vi. Berlin 1933. 6. Exile; i. New York and the New School for Social Research; ii. Refugee Without Refuge; iii. Academic Protests; iv. 'Housing': Full Circle; v. An Untimely Death


"This book is required reading for practitioners and students of global branding. It gives informed and valuable insights into culture-specific elements in the international business arena. The editor brings these insights to bear admirably in this remarkable collection of essays on products and services that achieved a global reach." Dr Tom Hardiman Chairman, IBM International Treasury Services Company Fellow of the Irish Management Institute and of the Marketing Institute of Ireland "A remarkable study with valuable contributions which explore the decisive soft factors of international mergers. Economic cooperation between Europe and Asia urgently requires this expert input." Professor Helmut Haussmann Vice Chairman, Cap Gemini Ernst & Young GmbH Former Federal Minister of Economics, Germany "'Corporate Cultures and Global Brands' offers a thoughtful glimpse into the very soul of every successful product -- the brand." Michael Laczynski International Economics Editor, Wirtschaftsblatt

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