HCBE Faculty Articles
Title
Managing Innovation and Marketing in a Globally Dynamic Firm: Best Practices in Management at Diageo
Document Type
Article
Publication Date
1-1-2015
Publication Title
Advances in Social Sciences Research Journal
ISSN or ISBN
2055-0286
Volume
2
Issue/Number
5
First Page
47
Last Page
61
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
http://dx.doi.org/10.14738/assrj.25.1168
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
