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

Authors

  • Idrees Matthew Khan Nova Southeastern University

DOI:

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

Keywords:

Innovation, marketing, management, Diageo, Johnnie Walker, Smirnoff, Guinness.

Abstract

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.  

Author Biography

Idrees Matthew Khan, Nova Southeastern University

Idrees Khan is a student at Nova Southeastern University pursuing his Master’s in Business Administration with a concentration in Management.  Khan received his Bachelor’s in Finance from the University of Central Florida where he became involved in leadership positions in various student organizations.  He considers himself to be a future leader and could see the beneficial effects of the various strategies of Management and how they could positively affect his life and the people amongst him. 

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Published

2015-05-24

How to Cite

Khan, I. M. (2015). Managing Innovation and Marketing in a Globally Dynamic Firm: Best Practices in Management at Diageo. Advances in Social Sciences Research Journal, 2(5). https://doi.org/10.14738/assrj.25.1168