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It might mean slightly different things to different cultures, but it is recognized across the globe as a premium beer – tastes and costs more (or is valued higher) than the average beer.
Some of Heineken’s strengths were the already existing brand associations, especially outside the Netherlands, of “premium beer,” “lighter and superior quality,” and “attractive packaging.”
The competitive barriers vary from market to market. In some cases, particularly in Africa and Eastern Europe, the problem (according to the case assumptions) is that they were in the embryonic stage of their development...
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