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J.J. Murphy's Brewery

By José De La Torre,  Marcelle Speller
Published 01 Jan 1984
Reference 495
Topic Strategy
Industry Food and Beverages Production
Region Global
Length 16 page(s)
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Summary

The beer market in Ireland was dominated by Guiness with 90% total market share. Heineken’s licensee, J.J. Murphy & Co, held only 4% and in July 1982 went into bankruptcy. Heineken had to decide what action to take.

Teaching objectives

The emphasis is on the local dimensions of managing a global corporation.

About the authors

José De La Torre

Marcelle Speller


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