HEINEKEN - There's a whiff of change in the air at Heineken headquarters. Chief Executive Anthony Ruys is pushing the Dutch brewer to break out of its play-it-safe culture. It's about time: The world's No. 3 brewer can no longer take its strengths for granted. Beer consumption is down, and the market is more crowded. To boost growth, Ruys must widen the squat green bottle's appeal without ...
Year of publication:
Business week : BW. - New York, NY : McGraw-Hill, ISSN 0007-7135, ZDB-ID 2402762. - 2003 (08.09.), p. 22-25