engleski

The Croatian brewing industry: Case study of two breweries

In case study in focus are cultural encounters in two Croatian breweries after foreign take over. Both breweries were taken over by leading players on the world beer market (Heineken and Carlsberg) and are examples of cultural encounters with outcome closer to “ Western victory – Eastern defeat” extreme of continuum. New majority owners initiate the process of the restructuring process and all changes undertaken have twofold purpose: a) to have positive business effects in terms of productivity, quality of products, cost efficiency and winning additional beer market share and, b) transformation of all business activities in a “ corporation format” .

foreign take over; restructuring process; brewing industry; cultural encounters

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