Department of Economics and Business Economics

Branding and consolidation in the global beer market

Research output: Contribution to book/anthology/report/proceedingBook chapterResearchpeer-review

Standard

Branding and consolidation in the global beer market. / Madsen, Erik Strøjer.

New developments in the brewing industry: The role of institutions and ownership. ed. / Erik Strøjer Madsen; Jens Gammelgaard; Bersant Hobdari. Oxford : Oxford Univesity Press, 2020. p. 192-215.

Research output: Contribution to book/anthology/report/proceedingBook chapterResearchpeer-review

Harvard

Madsen, ES 2020, Branding and consolidation in the global beer market. in ES Madsen, J Gammelgaard & B Hobdari (eds), New developments in the brewing industry: The role of institutions and ownership. Oxford Univesity Press, Oxford, pp. 192-215.

APA

Madsen, E. S. (2020). Branding and consolidation in the global beer market. In E. S. Madsen, J. Gammelgaard, & B. Hobdari (Eds.), New developments in the brewing industry: The role of institutions and ownership (pp. 192-215). Oxford Univesity Press.

CBE

Madsen ES. 2020. Branding and consolidation in the global beer market. Madsen ES, Gammelgaard J, Hobdari B, editors. In New developments in the brewing industry: The role of institutions and ownership. Oxford: Oxford Univesity Press. pp. 192-215.

MLA

Madsen, Erik Strøjer "Branding and consolidation in the global beer market"., Madsen, Erik Strøjer Gammelgaard, Jens Hobdari, Bersant (editors). New developments in the brewing industry: The role of institutions and ownership. Chapter 8, Oxford: Oxford Univesity Press. 2020, 192-215.

Vancouver

Madsen ES. Branding and consolidation in the global beer market. In Madsen ES, Gammelgaard J, Hobdari B, editors, New developments in the brewing industry: The role of institutions and ownership. Oxford: Oxford Univesity Press. 2020. p. 192-215

Author

Madsen, Erik Strøjer. / Branding and consolidation in the global beer market. New developments in the brewing industry: The role of institutions and ownership. editor / Erik Strøjer Madsen ; Jens Gammelgaard ; Bersant Hobdari. Oxford : Oxford Univesity Press, 2020. pp. 192-215

Bibtex

@inbook{de5d37dd28814b38ad8039f9e7da64b7,
title = "Branding and consolidation in the global beer market",
abstract = "The liberalization of trade turned on a wave of cross border M&A after the turn of the century that dramatically increased the concentration of ownership dramatically in the global beer market, where the four largest breweries now serve close to 60% of the market. The chapter looks at the motivation behind these changes in corporate ownership and the pay-off to the breweries and their owners. The breweries spend a large amount of money promoting some of the lager beer as premium beer, and as consumers perceive it as high-quality beer, they are willing to pay a high price premium for the branded beer. We estimate the price premium for branded beer and relate it to the rapid change in the ownership structure of the beer market",
keywords = "M&A strategy, Globalization, Beer branding, Ownership concentration, Market power, Brewing industry, Trade liberalization, Advertising",
author = "Madsen, {Erik Str{\o}jer}",
year = "2020",
month = may,
language = "English",
isbn = "978-0-19-885460-9",
pages = "192--215",
editor = "Madsen, {Erik Str{\o}jer} and Jens Gammelgaard and Bersant Hobdari",
booktitle = "New developments in the brewing industry",
publisher = "Oxford Univesity Press",

}

RIS

TY - CHAP

T1 - Branding and consolidation in the global beer market

AU - Madsen, Erik Strøjer

PY - 2020/5

Y1 - 2020/5

N2 - The liberalization of trade turned on a wave of cross border M&A after the turn of the century that dramatically increased the concentration of ownership dramatically in the global beer market, where the four largest breweries now serve close to 60% of the market. The chapter looks at the motivation behind these changes in corporate ownership and the pay-off to the breweries and their owners. The breweries spend a large amount of money promoting some of the lager beer as premium beer, and as consumers perceive it as high-quality beer, they are willing to pay a high price premium for the branded beer. We estimate the price premium for branded beer and relate it to the rapid change in the ownership structure of the beer market

AB - The liberalization of trade turned on a wave of cross border M&A after the turn of the century that dramatically increased the concentration of ownership dramatically in the global beer market, where the four largest breweries now serve close to 60% of the market. The chapter looks at the motivation behind these changes in corporate ownership and the pay-off to the breweries and their owners. The breweries spend a large amount of money promoting some of the lager beer as premium beer, and as consumers perceive it as high-quality beer, they are willing to pay a high price premium for the branded beer. We estimate the price premium for branded beer and relate it to the rapid change in the ownership structure of the beer market

KW - M&A strategy

KW - Globalization

KW - Beer branding

KW - Ownership concentration

KW - Market power

KW - Brewing industry

KW - Trade liberalization

KW - Advertising

M3 - Book chapter

SN - 978-0-19-885460-9

SP - 192

EP - 215

BT - New developments in the brewing industry

A2 - Madsen, Erik Strøjer

A2 - Gammelgaard, Jens

A2 - Hobdari, Bersant

PB - Oxford Univesity Press

CY - Oxford

ER -