12-24. Each pair of groups that exchanged lists should form one new group. Compare lists and note areas in which the smaller groups agreed and disagreed on their classifications.

Discuss the reasons for any disagreements in classification. Heineken is the third-largest brewer in the world, with sales of €18.4 billion. Eighty percent of these sales occur outside Western Europe, the regional home of the Amsterdamheadquartered firm. When Heineken enters a new market, it follows a basic set of steps designed to maximize its potential profits in that market:

• It often begins to export its beer into that market as a way to boost brand familiarity and image.

• If sales look promising, it then licenses its brands to a local brewer. Doing this allows Heineken to build its sales further while simultaneously becoming more familiar with local distribution networks.