Summary
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. - Organizational Issues”; “Athenian Brewery S.A.”; “J.J. Murphy’s Brewery” and “Heineken N.V. (1982-1987)”.
Teaching objectives
To further students’ understanding of business issues and problems encountered in managing global corporations.
Keywords
- International Business
- Industry Globalization
- Global Management