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Chapter 1 Introduction to Global Marketing - page 6 / 21

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1-6

Competitive Advantage, Globalization, and Global Industries

Focus

Concentration and attention on core business   and competence

  Nestle is focused: We are food and beverages. We are not running bicycle shops. Even in food we are not in all fields. There are certain areas we do not touch. . . . We have no soft drinks because I have said we will either buy Coca-Cola or we leave it alone. This is focus.

                               Helmut Maucher, former chairman of Nestlé SA

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