Markets, Strategies, and Rivalries
New Horizons in International Business series
Edited by Jens Gammelgaard and Christoph Dörrenbächer
Chapter 2: Market leadership, firm performance and consolidation in the Central and Eastern European brewing sector
In this chapter I provide an analysis of the financial performance of foreign-owned subsidiaries in the brewing industry in Central and Eastern Europe (CEE). The chapter also provides a description of market entry behavior, industry concentration and branding strategy. Long-term organic growth prospects are explored based on market penetration levels and projected future population developments in CEE. Finally, the chapter concludes with a discussion of the structural and managerial implications of the findings. Over the last two decades the brewing industry has experienced a rapid process of global consolidation, primarily led by four international brewers: Anheuser-Busch InBev (AB InBev), SABMiller, Heineken and Carlsberg. Combined, these four brewers account for more than 40 percent of the world market (Pedersen, Madsen and Thomsen, Chapter 1, this volume). An interesting aspect of the global consolidation of the brewing industry has been a strong emphasis on investment in emerging and transition economies.
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