Reality meets expectation

Date of publication: September 1, 1992

Company: Heineken

Author: Cees de Soet


The presentations this morning will give you, what I would call, a more detailed flavour of Latin America. When you intend to market consumer goods in Latin America, you should really forget about your experience in Europe. As you probably have understood, there are slight differences between Europe and Latin America. You have to thoroughly investigate distribution and consumer attitudes. You will find surprises. Today's presentation will introduce you to this world. I expect us to have an interesting and fruitful morning.

Cees de Soet


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