MIR TALKS TO HUBERTINE UNDERBERG-RUDER, PRESIDENT OF THE BOARD OF DIRECTORS, UNDERBERG AG

Diller Hermann

NIM Marketing Intelligence Review, 2011, vol. 3, issue 2, 54-60

Abstract: The family-owned Underberg company, headquartered in Switzerland, has successfully produced and marketed spirits for more than 165 years. Dr. Hubertine Underberg-Ruder, fifth generation President of the Board, describes how the mediumsized company keeps growing responsibly and effectively in the heavily regulated spirits market and how they tackle global challenges.

Keywords: Underberg; spirits; economic crisis; innovation; marketing intelligence; branding; medium sized; Interview (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:3:y:2011:i:2:p:54-60:n:7

DOI: 10.2478/gfkmir-2014-0049

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