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Article: The emergence of the global consumer. (Chairman's Agenda: Acquiring in Eastern Europe)
- Article from:
- Directors & Boards
- Article date:
- January 1, 1991
- Author:
CopyrightCOPYRIGHT 1991 Directors and Boards. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Europe's economic revolution is forcing manufacturers to look at their marketing opportunities in a new way. Six predictions about the future.
For many years I resisted the concept of the global brand. The diversity of language, taste, and customs seemed to me insurmountable barriers to the worldwide marketing and advertising of brands. This certainly seemed true for H.J. Heinz Co. Our company is global, but much of its success is based on the consolidation of distinct regional operations catering to local tastes and customs.
Of course, the Heinz label in known and respected worldwide. It is particularly strong in the United States, the United Kingdom, ...
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Article: Heinz annual meeting held. (H.J. Heinz Co.)
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... ... that is a unique asset for Heinz. "It covers both products ... purchase price of $100 million Heinz paid for the brand ten years ... Weight Watchers our first truly global brand since our founder took the Heinz label across the Atlantic a ...
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