| Summary: | The takeover of one of the most well-known and beloved American brands by a Belgian company controlled by Brazilians is a drama that went largely unreported in 2008, coming as it did in the midst of a economic crisis of unimaginable proportions. Julie MacIntosh, the leading reporter worldwide covering the story, toiled away, found much of her reporting for the Financial Times cut to give space to the economic crisis, at the time a far larger story. When the dust settles, there will be questions, if not curiosity in how Americans let one of their most treasured brands be captured by foreigners. An American family dynasty will surely take the blame for their poor management, familial infighting, and just plain bizarre behavior. This narrative of a classic dynasty taken down will become required reading in business courses--as business has become all about brands, so getting the right brands is the new game of business.--From publisher description.
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