Bass plc: An assessment, evaluation and recommendations for their strategic approach in entering foreign beer markets

International Marketing Review

Volumn 16, Issue 4-5, 1999, Pages 391-405

  Vrontis, Demetris ^a   Vignali, Claudio ^b  

^a MANCHESTER METROPOLITAN UNIVERSITY   (United Kingdom)

^b MANCHESTER METROPOLITAN UNIVERSITY   (United Kingdom)

Author keywords

Brewing industry; Competition; Europe; International marketing; Marketing strategy; Mergers

Indexed keywords

EID: 0442314413     PISSN: 02651335     EISSN: None     Source Type: Journal    
DOI: 10.1108/02651339910282018     Document Type: Article

References (16)

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8. Johnson and Scoles (1993), Analysing the Environment, Corporate Strategy, Text and Cases.
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10. Market Research Europe (1996), "Major European markets, beer in Europe", September.
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15. Vrontis, D. (1998), "Strategic assessment: the importance of branding in the European beer market", The British Food Journal.
16. Waterman, R., Peters, T. and Phillips, J. (1980), "Structure is not organisation", Harvard Business Review.