Exploring internationalisation and development strategies of the largest privately-owned breweries in Germany

Seiss, Julia Maria

Abstract

This study investigates strategic changes in internationalisation modes of privately-owned German breweries and brewery groups and the underlying causes which indicate how and when change is brought about.

Severe difficulties and competitive pressure in the home-market force German breweries to internationalise more intensely. Even though some German breweries have established substantial business abroad, further developments, in particular internationalisation mode changes, are perceived as challenging task. There are several models in internationalisation literature, which were established to guide this change. The most dominant one is the Uppsala model of internationalisation. However, a literature review has shown that there are major points of criticism related to the model when it comes to a number of state aspects and change variables. As many influential factors are neglected in the model its practical applicability is very limited. Subsequent research has also proven that the model depicts a rather theoretical approach to increasing international involvement. Thus, the qualitative approach of this study aimed at identifying these underlying factors which impact change in practice. Based on a constructivist paradigm, expert interviews allowed to collect narratives of individuals in the industry. The subsequent analysis has shown that there is a much greater variety of internationalisation modes than originally suggested and that the impact of internal determinants, such as culture, organisational processes, and people, were perceived as dominant influences on the outcome of internationalisation mode changes of German breweries. Thus, as opposed to the current state of literature around the Uppsala model, market factors only played a subordinate role in the internationalisation process. These valuable findings now allow to make more accurate predictions of the (non-)incrementality and speed and timing of movement through the model. Once the critical state aspects are available in a suitable depth and amount, the next step in the internationalisation process can be taken. Therefore, the determinants in the current U-model were adjusted in order to suit the internationalisation behaviour of privately-owned German breweries. In doing so, breweries can move faster and more efficiently through a pro-active internationalisation mode change process and secure their long-term success in international markets.

Citation

Seiss, J. M. Exploring internationalisation and development strategies of the largest privately-owned breweries in Germany. (Thesis). Edinburgh Napier University. Retrieved from http://researchrepository.napier.ac.uk/Output/2963347

• Thesis Type: Thesis
• Deposit Date: Nov 21, 2022
• Publicly Available Date: Nov 21, 2022
• DOI: https://doi.org/10.17869/ENU.2022.2963347
• Keywords: Strategic management, internationalisation, dynamic internationalisation models, Uppsala model, brewing industry
• Public URL: http://researchrepository.napier.ac.uk/Output/2963347
• Award Date: Jul 8, 2022