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英文文献：Branding and Performance in the Global Beer Market
英文文献作者：Erik Str?jer Madsen
英文文献摘要：
The mass market for beers is served by a few global breweries in an oligopoly structure covering most of the world market. The homogeneity of their main lager beers are very high and produced at large scaled plants at low costs. However, the breweries spend large amounts of money to promote some of the lager beers as premium beers and at a high and increasing price premium. Based on a database with prices for standard and premium lager, the paper study the development in the consumption of different types of beers on the global market in recent years. We estimate the price premium on premium beers and relate it to the rapid change in the oligopoly structure of the market through the merger and acquisition activities.
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