Heineken N.V.

Published 01 Jan 1985
Reference 494
Topic Strategy
Region Global
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