Miller Brewing, which was acquired by Philip Morris, was related to the parent company's tobacco business because it was possible to create important marketing commonalities: both beer and tobacco are mass market consumer goods in which brand positioning, advertising, and product development skills are crucial to create successful new products. This is an example of which of the following?
A) Transferring competencies
B) Leveraging competencies
C) General organizational competencies
D) Economies of scope
E) Organizational design skills

Question

Quizplus · Accepted Answer

Transferring competencies refers to the ability to apply skills and capabilities from one business area to another, as seen in the marketing commonalities between beer and tobacco.

Miller Brewing, Which Was Acquired by Philip Morris, Was Related