Markets, Strategies, and Rivalries
New Horizons in International Business series
Edited by Jens Gammelgaard and Christoph Dörrenbächer
This volume focuses on the challenges brewery companies face as they operate in globalized markets. We intend to discuss various international business themes and to present new data on the developments in this industry. We offer new insights into relevant market developments, both globally and in specific markets. In addition, we analyse some of the major players in the industry through longitudinal studies. Finally, on the basis of conceptualizations in the international business literature, we discuss various reasons for these developments. The brewery industry has specific characteristics that make it worthy of a detailed analysis. It is an industry that: (a) has adopted similar technologies globally, (b) offers a homogeneous product (although differentiated by brand), (c) is dominated by a few large multinational corporations (MNCs) and (d) is highly internationalized. This ‘alignment’ across nations and firms makes the brewery industry a fruitful context for the analysis of economic, organizational and strategic effects. However, the industry also encompasses substantial cross-country differences, especially institutional differences with regard to sector-specific regulations and subsidy levels (or tax concessions) on the one hand, and societal concerns about alcohol abuse on the other. Furthermore, formerly important West European markets show a pattern of decreasing consumption, whereas emerging markets are experiencing the opposite.