12-26. What does this exercise teach you about international business? 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.