revenue/turnover in 2005 was Diageo plc, followed by Heineken NV, InBev, SABMiller and Anheuser-Busch, Inc. [6]. Globalization in the alcoholic beverage industry tends to lead to greater concentration of ownership and greater dependence on marketing. As a recent study of multinational survival in the global alcohol industry concluded, ‘. . . in non-science-based industries such as alcoholic beverages, . . . brands and marketing knowledge rather than technological innovation are central in explaining the growth and…
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