MNE market entry and social investment in battle-weary countries : evidence from Heineken

To contribute to our understanding of MNE strategy in battle-weary countries, we explore the case of Heineken as it entered and made social investments in these countries prior to 2020. In a first analysis we explore links between host country violence and entry strategy. In a second analysis we compare post-entry social investment in an improving context (Ethiopia) with a worsening context of violence (Myanmar). The case helps to integrate various streams of international business literature pertaining to strategy in conflict zones. It underlines the need to consider violence, entry strategy and subsequent social investment in the same analytical frame.