Introduction to Series on U.S. Brewing Industry

Introduction to Series on U.S. Brewing Industry Review of Industrial Organization (2005) 26:243 © Springer 2005 DOI 10.1007/s11151-004-8110-0 VICTOR J. TREMBLAY Department of Economics, Oregon State University The U.S. brewing industry provides dramatic examples of many of the important issues in industrial organization. With only three major produc- ers, considerable non-price rivalry, and growing foreign competition, the industry today exhibits features typical of many consumer goods indus- tries. Thus, a case study of brewing provides insights that may generalize to other industries. Also of interest is the continued structural change in brew- ing. Since Prohibition, industry concentration has risen dramatically and the leading brewers have transformed from regional, single product pro- ducers to international corporations that invest heavily in advertising and market a variety of beer styles and brands. At the same time as the rapid growth of the industry leaders, thousands of small microbreweries have entered local markets since the late 1970s. These changes have raised pol- icy concerns about market power, mergers and acquisitions, and the social desirability of alcohol advertising. To shed light on these concerns, the articles in this series examine indus- try concentration, marketing activity, and antimerger enforcement in the U.S. brewing industry. Kenneth Elzinga and Anthony Swisher explain how early antimerger litigation helped establish important legal precedents, and use later merger activity in brewing to illustrate the evolution of antimerger enforcement as reflected in the horizontal Merger Guidelines. Jon Nelson discusses recent marketing activity in brewing, focusing on the impact of advertising and product differentiation on industry structure, market demand, and social welfare. Finally, Natsuko Iwasaki, Carol Tremblay and I summarize recent changes in industry concentration for the micro and macro sectors of the industry and discuss plausible explanations for these changes in concentration. I wish to thank Kenneth Elzinga, Natsuko Iwasaki, John Kwoka, Jon Nelson, Anthony Swisher, Carol Tremblay, and Lawrence White for their suggestions and contributions to the series. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Review of Industrial Organization Springer Journals

Introduction to Series on U.S. Brewing Industry

Free
1 page
Loading next page...
1 Page
 
/lp/springer_journal/introduction-to-series-on-u-s-brewing-industry-5JwzD93r8X
Publisher
Kluwer Academic Publishers
Copyright
Copyright © 2005 by Springer
Subject
Economics; Industrial Organization; Microeconomics
ISSN
0889-938X
eISSN
1573-7160
D.O.I.
10.1007/s11151-004-8110-0
Publisher site
See Article on Publisher Site

Abstract

Review of Industrial Organization (2005) 26:243 © Springer 2005 DOI 10.1007/s11151-004-8110-0 VICTOR J. TREMBLAY Department of Economics, Oregon State University The U.S. brewing industry provides dramatic examples of many of the important issues in industrial organization. With only three major produc- ers, considerable non-price rivalry, and growing foreign competition, the industry today exhibits features typical of many consumer goods indus- tries. Thus, a case study of brewing provides insights that may generalize to other industries. Also of interest is the continued structural change in brew- ing. Since Prohibition, industry concentration has risen dramatically and the leading brewers have transformed from regional, single product pro- ducers to international corporations that invest heavily in advertising and market a variety of beer styles and brands. At the same time as the rapid growth of the industry leaders, thousands of small microbreweries have entered local markets since the late 1970s. These changes have raised pol- icy concerns about market power, mergers and acquisitions, and the social desirability of alcohol advertising. To shed light on these concerns, the articles in this series examine indus- try concentration, marketing activity, and antimerger enforcement in the U.S. brewing industry. Kenneth Elzinga and Anthony Swisher explain how early antimerger litigation helped establish important legal precedents, and use later merger activity in brewing to illustrate the evolution of antimerger enforcement as reflected in the horizontal Merger Guidelines. Jon Nelson discusses recent marketing activity in brewing, focusing on the impact of advertising and product differentiation on industry structure, market demand, and social welfare. Finally, Natsuko Iwasaki, Carol Tremblay and I summarize recent changes in industry concentration for the micro and macro sectors of the industry and discuss plausible explanations for these changes in concentration. I wish to thank Kenneth Elzinga, Natsuko Iwasaki, John Kwoka, Jon Nelson, Anthony Swisher, Carol Tremblay, and Lawrence White for their suggestions and contributions to the series.

Journal

Review of Industrial OrganizationSpringer Journals

Published: Dec 23, 2004

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve Freelancer

DeepDyve Pro

Price
FREE
$49/month

$360/year
Save searches from Google Scholar, PubMed
Create lists to organize your research
Export lists, citations
Read DeepDyve articles
Abstract access only
Unlimited access to over
18 million full-text articles
Print
20 pages/month
PDF Discount
20% off