Miller Brewing was related to Philip Morris's tobacco business because it was possible to create important maketing 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

The scenario describes transferring competencies, where skills and capabilities from one business (tobacco) are applied to another (beer) to create marketing synergies.

Miller Brewing Was Related to Philip Morris's Tobacco Business Because