Andre Khodjamirian

The case describes the historical growth and development of a global company in a fragmented and domestically oriented industry. It focuses on a reassessment of Heineken’s international strategy with a view to increase the commitment of resources to fully owned subsidiaries in major markets. This is the first in a series of cases comprising: “Heineken N.V.

Published 01 Jan 1985

Reference 494

Topic Strategy

Industry Food and Beverages Production

Region Global

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