The Global Brewery Industry
Show Less

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.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 9: Leadership and preparedness to internationalize in the brewing industry: the case of Asahi Breweries of Japan

Markets, Strategies, and Rivalries

Christopher Williams, Seijiro Takeshita, Mélanie Gilles, Caroline Ruhe, Janne Smith and Svenja Troll


Japanese exports after World War II mainly consisted of industrial and durable goods such as ships, steel, electronics, precision equipment, machinery and automobiles. However, following the acute appreciation in the yen after the Plaza Accord in 1985, Japanese firms sought internationalization for two principal reasons: (1) to increase local production to counter the effects of the strengthening yen, and (2) to tap directly into growing foreign markets. In addition, changing demographics suggested dampening of market growth in Japan. Furthermore, deregulation encouraged overseas competitors to enter Japan and gain market share. At the same time, opportunities in Asia were blooming. After the region overcame the Asian financial crises in the late 1990s, Japanese companies were in an ideal position to make their presence felt. They were close geographically and had a long history of doing business in the region. Increasingly, interest in Japanese food, as a part of a growing appreciation of Japanese culture, was also on the rise. Consumer goods companies – including food and beverage makers – started to internationalize in the mid 1990s, although they lagged well behind industrial and durable goods manufacturers.

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.

Further information

or login to access all content.