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NEW PRODUCT GALLERY: SIX HEINEKEN 2014 INNOVATIONS

‘We’re less afraid of failure!’ Heineken exec on UK innovation

By Ben Bouckley+

20-Aug-2014
Last updated on 20-Aug-2014 at 16:30 GMT

Heineken UK marketing director Jacco van der Linden insists the company has changed its culture to be less afraid of failure and more realistic in its volume and value expectations for new brands.

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