Based on a survey of 162 respondents, interviews with H.J. Heinz employees and a literature review, this thesis aims to answer the question: ‘How should H.J. Heinz translate the Dutch consumer preferences in their Heinz Tomato Ketchup product format rationalization?’ Following a reorganization and a …

Column verschenen in: J. Van der Zandt (Red.), Amsterdam: NCDO Wereldburgerschap met ketchup. Lesgeven over wereldburgerschap. Hoe doe je dat? (p. 85).