New to Big vs. Big to Bigger — Pedro Earp, Chief Disruptive Growth Officer AB InBev

The Industrialist’s Dilemma — March 8, 2018

Robert Siegel
Mar 14, 2018 · 6 min read
Pedro sharing his learnings and insights

ZX Ventures— New to Big Versus Big to Bigger

A consistent battle for every large organization is achieving continued growth as a company scales in size. In the context of AB InBev, which grew over the last several decades through a series of out-sized acquisitions and mergers, the company achieved its global footprint almost entirely by adding existing businesses. But four years ago, the company understood that since they owned a disproportionate amount of the major beer brands around the world, further growth would need to be achieved through new sources and new capabilities.

Know Your Customer

Earp made another comment that caught the students’ attention: He posited that Google and Amazon might actually know more about AB InBev’s customers than AB InBev does. His perspective was that through digital relationships these giants have with end users, those companies know what beer brand searches consumers make, what attempts people make to find where they can buy products, and also which inquiries are made about competing beers.

Earp with Aaron Levie and me after class

Redefine the Mission

As part of changing consumer tastes, a discussion arose about “mission driven” food and beverage startups that are riding the trend away from large-produced packaged food and drinks.

The Industrialist’s Dilemma

A course at the Stanford Graduate School of Business taught by Stanford Lecturer and XSeed Partner Robert Siegel (@robsiegel), Box CEO Aaron Levie (@levie) and SAP Chief Innovation Officer Max Wessel (@maxwellelliot)

Robert Siegel

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Lecturer @StanfordGSB, Seed-stage VC @XSeedCapital, @Cal undergrad, hockey/soccer fan, husband and father

The Industrialist’s Dilemma

A course at the Stanford Graduate School of Business taught by Stanford Lecturer and XSeed Partner Robert Siegel (@robsiegel), Box CEO Aaron Levie (@levie) and SAP Chief Innovation Officer Max Wessel (@maxwellelliot)