Research Seminar on “Beer, Local Brands and Global Ambitions”

The Brewing industry is a mature industry that has witnessed slowing growth in its traditional, primarily Western European and North American markets. This has lead to a long period of international consolidation which has left a few dynamic global players in a sea of locals. It has also lead to an aggressive search for new markets with growth potential in Europe and Asia. Of these China stands out as a potentially huge market. In this workshop we focus on four aspects of the dynamics of the brewing industry in transition economies with particular reference to China.

• What are the challenges that the global players face in these new markets? What strategies do they adopt? ( Professor Klaus Meyer, Reading).

• What are the implications for local players in China? Will they survive? What will be their challenges and the drivers for their success? Will they overcome their competitive disadvantage and learn from the global players and eventually become a new factor in the global industry? ( Dr. GuoYuantao, Cambridge).

• Does the brewery industry compete for market share or for markets? What are the dynamics of competition across markets? Do global players follow the leader or divide and conquer? ( PhD. Candidate Kristian Jacobsen, CBS).

• Carlsberg's Asian Strategy: Challenges and prospects (Senior Vice President Jesper B. Madsen, Carlsberg).

Arranged by Asia Research Centre and INT