Efficiency on Tap

Heineken's latest version of its Operational Planning System (HOPS), a demand planning application that is flexible enough to adjust to event-driven demand for beer, is keeping the Heineken brand popular with loyal customers.


[From iSource Business, June 2001] Mark Greenberg likes to keep Heineken stock on hand. Greenberg isn't one of Heineken USA's 425 distributors, and the Heineken stock he holds isn't delivered in bottles, cans or kegs. As senior vice president and fund manager for Invesco Fund Group's Leisure Funds for the past five years, Greenberg keeps Heineken in the Leisure Fund investment portfolio, noting that Heineken NV (Heineken USA's corporate parent) remains a strong performer due to its ability to sustain brand loyalty.


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