Does it make sense for Inter brew to develop a global brand?

1. Does it make sense for Inter brew to develop a global brand?

2. Does Stella Artois appear to be the right choice as the company\’s flagship brand?

3. What are the pros and cons of Inter brew\’s strategy to develop selective urban centers as markets rather than the more traditional view of countries as markets?

4. What would inter brew have to do to succeed with Stella in the major urban market closest to where you live? Will these requirements vary much between major cities?

5. Is it paradoxical for inter brew to try and establish Stella Artois as a global brand while focusing on selected cities whose collective population constitutes only a minuscule portion of the global population? Through which mechanisms might Inter-brew\’s strategy still have the desired outcome?

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