Strategic Positioning at Interbrew: to Beck's or not to Beck's
Muylle, Steve ; Van Doorselaere, Ignace
Muylle, Steve
Van Doorselaere, Ignace
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2003
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Interbrew, the world second largest brewer headquartered in Belgium, needs to assess whether entering the German market through the acquisition of Beck's is in line with its well-established, successful strategic positioning paradigm. Given the record high acquisition price, Interbrew needs strong argumentation whether the deal would make strategic sense.
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