Decision making at Heineken

Karel Vuursteen

The author discusses the role of market research in the decision making process of global firms like Heineken.

Decision making at Heineken.

Karel Vuursteen Heineken NV, The Netherlands

 

Some time ago I made the decision to accept Esomar's invitation to share some views on Decision Making and the role of market research from the Heineken company perspective. I made this decision without extensive market research, without long deliberation. I decided just on my intuition.

But the fact that I am here, for this international forum of market researchers, should also be taken as a sign that we at Heineken take market research...

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