Question: How would you characterize the pressures for customization and global integration in Heinekens industry? What international strategy (e.g., Global, Multi-domestic, Transnational) does Heineken follow in

  1. How would you characterize the pressures for customization and global integration in Heinekens industry?
  2. What international strategy (e.g., Global, Multi-domestic, Transnational) does Heineken follow in the global beer market?

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