The Global Brewery Industry
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The Global Brewery Industry

Markets, Strategies, and Rivalries

Edited by Jens Gammelgaard and Christoph Dörrenbächer

This unique book explores some of the key topics of international business through the context of a global industry, focusing on the challenges brewery companies face as they operate in globalized markets. It examines the strategies of individual firms to develop markets and explores new insights into recent company rivalries, both globally and locally. In addition, it offers detailed analysis of some of the major players in the industry through longitudinal studies.
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Chapter 2: Market leadership, firm performance and consolidation in the Central and Eastern European brewing sector

Markets, Strategies, and Rivalries

Kristian Jakobsen


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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