Please note: In order to keep Hive up to date and provide users with the best features, we are no longer able to fully support Internet Explorer. The site is still available to you, however some sections of the site may appear broken. We would encourage you to move to a more modern browser like Firefox, Edge or Chrome in order to experience the site fully.

Supporting your high street Find out how »
Tata : The Evolution of a Corporate Brand, Hardback Book

Tata : The Evolution of a Corporate Brand Hardback

Hardback

Out of Stock - We are unable to provide an estimated availability date for this product

Description

A series of high-profile acquisitions, including Jaguar Land Rover and Corus Steel, together with the launch of the Nano (the world's first below US$ 2500 car), is set to change our perception of India's oldest and most respected corporate brand.

With a major international presence, in a variety of areas including steel, tea, chemicals, communications and software, Tata now stands 65th in the world brand valuation league: a truly global brand.

But what is the Tata brand all about? What are its values? How do people perceive it, in India and around the world?

In this absorbing and informed book Morgen Witzel digs into the heart of the Tata enterprise, describes its origins, how Tata's reputation and image evolved, and how the group has worked to transform that image into a powerful and valuable brand. "Tata: The Evolution of a Corporate Brand" goes to the core of the Tata ethos to explore the unique relationship between the Tata group and the Indian people, a relationship that goes beyond the achievements of a successful business to its social contributions for its employees and the society at large. Finally it asks how that reputation will be perceived and understood as Tata moves into global markets.

Whether you're an entrepreneur, a manager, a marketer, or an interested Tata loyalist, this book will help you understand the durability of the brand and inspire you with the values it holds onto in the global economy.

Information

Save 24%

£17.95

£13.59

Out of Stock - We are unable to provide an estimated availability date for this product
Add to Basket
Sign in to add to wishlist
 
Free Home Delivery

on all orders

 
Pick up orders

from local bookshops

Information