Minyanville sees the case of Heineken's (HINKY.PK) foray into China as a cautionary tale for...

|About: Heineken N.V. ADR (HEINY)|By:, SA News Editor

Minyanville 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?