Department of Economics and Business Economics

Advertising and Concentration in the Brewing Industry

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

The paper tracks the development in industry concentrations from 2002 to 2012, discusses some of the main drivers behind this development and points to economies of scale in advertising as a main pay-off from mergers and acquisitions. Using firm-level data both from the American market and the world market, the estimations verify significant economies of scale in marketing and distribution costs. Based on information from the Annual Reports of the eight largest breweries, the estimation proved a reduction in these costs of ten percent when doubling the size of the brewing groups.
Original languageEnglish
Article number3
JournalJournal of International Business and Economy
Pages (from-to)51-66
Number of pages17
Publication statusPublished - 10 Jul 2014

    Research areas

  • Advertising, Merger and acquisitions, Brewing industry

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