Minyanville sees the case of Heineken's (HINKY.PK) foray into China as a cautionary tale for...
Thursday, November 17, 2011, 1:25 PM ETMinyanville sees the case of Heineken's (HINKY.PK) foray into China as a cautionary tale for firms thinking about betting big in the nation. The brewer entered the beer market 1988 by buying into the dominant player. Trouble is: Chinese consumers don't like bitter beer, so Heineken's market share fell flat. Could the same consumer peaking process happen to MCD, KO, Pizza Hut/KFC, and other U.S. firms as they pour investments into expansion in China?
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