New to this edition are stimulating pedagogical features and additional material such as a new chapter on the theoretical foundations of multibusiness firms, along with a host of new examples from across the world.
A companion website supplements the book, providing PowerPoint slides, a test bank of questions, and lists of suggested case studies.
Olivier Furrer is Chaired Professor of Marketing at the University of Fribourg in Switzerland and Visiting Professor at HEC Geneva, Switzerland and the University of Lille, France.