Managing Innovation and Marketing in a Globally Dynamic Firm: Best Practices in Management at Diageo

Author(s)

I. Khan
S. Ostheimer
Bahaudin Mujtaba, Nova Southeastern UniversityFollow

ORCID

Bahaudin Mujtaba0000-0003-1615-3100

Document Type

Article

Publication Title

Advances in Social Sciences Research Journal

ISSN

2055-0286

Publication Date

1-1-2015

Abstract/Excerpt

Organizing and coordinating the activities of a business organization for the purpose of achieving its objectives is the goal of management. As such, management as a whole is extremely important in smoothly running a corporation and maintaining a profitable business. All the day-to-day activities can only be accomplished properly if there is good management in place. It covers all aspects of a business including marketing, daily operations, and innovation. This paper elaborates on the innovation and marketing strategies of Diageo, while using the company as a comparison for highlighting the positives and negatives of using certain management philosophies, practices and concepts that have made them successful in the alcoholic “drinking” industry.

DOI

https://doi.org/10.14738/assrj.25.1168

Volume

2

Issue

5

First Page

47

Last Page

61

NSUWorks Citation

Khan, I.; Ostheimer, S.; and Mujtaba, Bahaudin, "Managing Innovation and Marketing in a Globally Dynamic Firm: Best Practices in Management at Diageo" (2015). HCBE Faculty Articles. 206.
https://nsuworks.nova.edu/hcbe_facarticles/206