beer to France, Italy, Spain, Germany, and the Far East.
In 1914, export beer to the United States
Heineken continues to ship its beer into the U.S. market
even though it might be cheaper to produce it there.
Heineken recently bought Van Munching & Company,
and now owns its U.S. distribution arm outright.
Amstel Light overtaken by Corona Light
-> Fail of Line extension
Sophisticated Innovation
Introducing short-necked clear bottle
Collaboration with the artists, designers and musicians
Absolut campaign selected as one of the best 10 advertising campaigns of the 20th century
Make it consistent with the brand extension
Perfect mixture of tastes makes it ‘the absolut one’
ENTREPRENEURSHIP
Why the Lean Start-Up Changes
Everything
by Steve Blank
FROM THE MAY 2013 ISSUE
L
aunching a new enterprisewhether it’s a tech start-up, a small business, or an initiative
within a large corporationhas always been a hit-or-miss proposition. According to the
decades-old formula, you write a business plan, pitch it to investors, assemble a team,
introduce a product, and start sel
20세기 초 위대한 리더(great man)에 관한 이론은 특성이론(trait theories)로 발전되었다.
Trait : 한 개인의 능력, 동기 또는 행동의 패턴을 포함하는 일반적인 특성을 지칭한다.
20세기 중반까지 Trait 이론들은 리더는 다른 사람들과 구분되는 특성이 있다고 주장해 왔다.
20세기 중반 Ralph stogdill 이 그때까지
Construct of CC (Michael Canale & Merril Swain)
Grammatical Competence
: aspect of CC that encompasses “knowledge of lexical items and rules of morphology, syntax, sentence-grammar semantics, and phonology.”
Discourse Competence
: the ability we have to connect sentences in stretches of discourse and to form a meaningful whole out of a series of utterances.
→ Reflect the us