Buckler Beer Heineken was the first attempt at the launch of the Pan-European non-alcoholic brands. The company was concerned about how to organize their efforts and how to respond to local competition. If the company to abandon its local prices and the risk of parallel imports, or should it change the taste of beer, which was served in other parts of Europe? In 1993, ECCH Award winner. "Hide
by Sandra Vandermerwe, James Henderson Source: IMD 25 pages. Publication Date: January 1, 1991. Prod. #: IMD067-PDF-ENG
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