Buy custom The global branding of Interbrew and Stella Artois
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| Topic: |
Business
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| Number of pages / Number of words: |
4 / 1065 |
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There exist both advantages and disadvantages to this method. Interbrew has tended to adopt a highly decentralized approach to overall marketing policy, with each country being given considerable autonomy. This reflects, in part, a practical decision given that the local brewers in a growth market such as China would understand the market demands better than would an executive living in Brussels...
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This reflects, in part, a practical decision given that the local brewers in a growth market such as China would understand the market demands better than would an executive living in Brussels. This has proven to be a successful strategy, with sales increasing in almost every growth market Interbrew has entered through its acquisitions strategy (Beamish and Goerzen 8)...
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