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Strategic management in turbulent markets: The case of the German and Croatian brewing industries


  • Chistoph Niederhut-Bollmann
  • Ludwig Theuvsen


European beer markets are characterized by major changes that are forcing breweries to redesign their competitive strategies. In this paper, we analyze the changes in the German and Croatian brewing industries by referring to Porter’s five forces model and generic strategies framework. The analysis reveals growing competitive pressures in both markets and a wide spectrum of competitive strategies. Whereas in Germany cost leaders have gained market shares, the Croatian market is strongly influenced by the differentiation strategies of multinational brewing groups and medium-prized local brands. A comparison of the market characteristics and firm strategies in Germany and Croatia and some theoretical and managerial implications close the paper.

Suggested Citation

  • Chistoph Niederhut-Bollmann & Ludwig Theuvsen, 2008. "Strategic management in turbulent markets: The case of the German and Croatian brewing industries," Journal of East European Management Studies, Rainer Hampp Verlag, vol. 13(1), pages 63-88.
  • Handle: RePEc:rai:joeems:doi_10.1688/1862-0019_jeems_2008_01_niederhut-bollmann

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    Cited by:

    1. Dominic, Theresia & Theuvsen, Ludwig, 2015. "The Impact of External and Internal Factors on Strategic Management Practices of Agribusiness Firms in Tanzania," Discussion Papers 197072, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.

    More about this item


    brewing industry; Croatia; competitv analysis; strategic management;

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • P31 - Economic Systems - - Socialist Institutions and Their Transitions - - - Socialist Enterprises and Their Transitions


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