Describes the situation before the bud Giovanni, an Italian distiller and beverage distributor in 1989. Market decreased alcohol and spirits industry consolidation through mergers and acquisitions around the world. "Global Brands", such as Scotch Dewar had a stake through local production. Process of market integration in the EU was to be completed by the end of 1992. Given these changes in the market, which should be the strategy Bud's to improve its position in Europe «Hide
by Robert D. Buzzell, Jeffrey W. Smith Source: Harvard Business School 13 pages. Publication Date: August 21, 1990. Prod. #: 591023-PDF-ENG
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