Stella Artois, the flagship brand of the company Interbrew beer has experienced a phenomenal success in the international market. In the UK market has played an important role in that success, and Interbrew to assess the reasons for this. Managing Director of Interbrew and chief marketing gathered to discuss how to proceed in the development of the brand Stella Artois. First, they need to understand that part of the success was due to the expert marketing techniques and how much could be done by being in the right place at the right time. They also want to assess what possible steps can be taken to extend this throughout the corporation for a global marketing strategy. "Hide
by Paul Beamish, Anthony Goerzen Source: Richard Ivey School of Business Foundation 18 pages. Publication Date: June 12, 2001. Prod. # 901A17-PDF-ENG
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