Markets, Strategies, and Rivalries
New Horizons in International Business series
Edited by Jens Gammelgaard and Christoph Dörrenbächer
Chapter 5: The Estonian beer market: the battle for market leadership
Over the past 20 years there have been a lot of changes in most industry sectors in Europe. Often these changes have been especially remarkable in various Central and Eastern European (CEE) countries and the Commonwealth of Independent States (CIS), where the economic systems have also been changing. In the consumer goods sector the European brewing industry is one good example of an industry that has experienced a lot of changes during the last 20 years. In this chapter we will focus on one CEE market – Estonia – and try to review the market development during the last 20 years, focusing especially on the strategies of the key players in the market. Although the Estonian market is the smallest beer market in CEE and CIS, it is interesting because the growth of beer production and consumption was the second largest within CEE and CIS from 1992 until 2007–08 (Swinnen and Van Herck 2011) and Estonia was among the first Eastern European markets to be entered by foreign breweries through acquisitions.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.