Bram Bouwens - 150 years of Heineken

Ondertitel: brewery, brand and family

Taal: Engels

Aantal pagina's: 606

Contributors: David McKay

150 years of Heineken: Brewery, brand, and family describes the impressive national and international expansion of the brewing company acquired by Gerard Heineken in 1864. What is the secret of success? Exploring the themes of innovation, internationalization, competition and cooperation, marketing, human capital, and corporate governance, the authors present and analyse the history of the company.From the very start, the brewery recognized the importance of innovation. At the same time, Gerard Heineken, his fellow board members, and their successors were constantly on the lookout for growth opportunities. As early as the 1930s, they started expanding into Asia, Africa, and America. While they competed with other businesses, cooperation was also an important instrument.Thanks to a consistent marketing and advertising strategy, Heineken became a global brand with a distinctive 'green' identity...