Maggie Timoney of Heineken: shattering the glass ceiling and forging a new path
Publication date: 27 September 2024
Abstract
Research methodology
The case was written using information and data from secondary sources. It describes real people, real companies and the situations experienced by them. It does not use any fictitious names, scenarios or organizations.
Case overview/synopsis
The case “Maggie Timoney of Heineken: Shattering the Glass Ceiling and Forging a New Path,” traces the career of Maggie Timoney (Timoney) (she), the CEO of Heineken USA (HU) – a subsidiary of Dutch multinational brewing company Heineken N.V. (Heineken). The case starts by documenting the early life experiences of Timoney that were thought to have shaped her thinking and strategic capability. It then describes in detail the 25+ years of her career at Heineken, wherein she held several senior positions and worked in various global offices of Heineken. Timoney had a leadership style that was transformational, collaborative and inclusive. In 2018, she was made the CEO of HU and consequently, she became the first woman to hold the top position at one of the top five beer companies in the USA.
The case then describes in detail the challenges she faced as the CEO of HU, which led her to formulate various strategies. Timoney brought innovation to Heineken’s core brands to meet customer needs and follow industry trends; diversified into new market segments; served new consumption occasions; and reached out to the customers through novel marketing strategies. Timoney did achieve excellent business results at HU, but the decline in the global beer industry was still a tough challenge. Having broken gender stereotypes and become a role model through her leadership capability, can Timoney put HU on the path of sustainable future growth?
Complexity academic level
The case is intended for use in teaching the subjects, “Leadership Skills & Change Management,” “Organizational Behavior” and “Organizational Development: Diagnosis and Interventions” in both graduate and postgraduate programs.
Keywords
- Leadership styles
- Leadership skills
- Glass ceiling
- Gender stereotypes
- Relationship-oriented leader attitudes and behaviors
- Gender differences in leadership style
- Ethical issues in leadership
- Mentorship
- Transformational leadership
- Women leader
- Competitive strategy
- Diversification
- Innovation
- Declining industry
- Growth strategies
- Competitive strategy
Acknowledgements
Disclaimer. This case is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. The case was compiled from published sources.
Citation
Prasad, V.N. (2024), "Maggie Timoney of Heineken: shattering the glass ceiling and forging a new path", , Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/TCJ-04-2024-0096
Publisher
:Emerald Publishing Limited
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