Forging a Global Strategy for a Global Brand
How the principles of excellence and responsibility play out around the world
Daniel Tearno Heineken U.S.A. Inc.
How does a brand become renowned throughout the world? How does it keep that lofty status? Only a few brands have been able to achieve that goal. Coca-Cola, McDonald's, and Mercedes-Benz are a few. Heineken is one more. The world's most international beer sold in over 170 countries, Heineken is the one beer you expect to find wherever you travel in the world.
The History
Heineken had a modest start in 1863. A 22-year-old...