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Globalization, glocalization and neolocalism as driving forces of change of European brewing industry
Materna, Kryštof ; Chromý, Pavel (advisor) ; Szczyrba, Zdeněk (referee) ; Toušek, Václav (referee)
This paper aims to contribute to the debate on the importance of local and regional context on the impact of global processes by using the European brewing industry as a case study. The brewing industry has been fundamentally affected by global changes over the last 30 years. At the same time, beer is a product that has been historically linked to its place of production, and consumers are both sensitive to any changes and can influence impact of possible changes through their consumers' behaviour. The research focuses on the impacts of globalization on the brewing industry and breweries in Europe in terms of the presence of transnational brewing companies on the markets of European countries, the concentration and relocation of the beer production and the unification of the beer supply. Moreover, it studies the glocalization and neolocalism processes shaping the emergence of the phenomenon of the establishment of microbreweries and its spread in space. Glocalization is understood here as a phenomenon in which local initiatives also use the opportunities provided by the globalization to succeed, while neolocalism is understood as a phenomenon of the return of demand for local products as an alternative to the overly strong supply-side effects of the globalization. The first aim of this thesis is...
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The influence of glocalization on the origin of microbrewery raw materials and their integration into global production networks
Beneš, Adam ; Hasman, Jiří (advisor) ; Materna, Kryštof (referee)
The microbrewery industry is one of the most dynamically developing sectors in the last decade. The entire microbrewery industry has grown as a response to globalized beer production with unified flavors. It is trying to develop the beer industry with global trends. This makes microbreweries an interesting object of observation, as their production often cannot do without foreign ingredients. The connection to global production networks is thus interesting even in such a small industry, which first emerged as a counterpoint to these trends in the world of the globalized beer industry. In the course of my research, I collected data on the origin of raw materials from selected microbreweries, which I approached, and then conducted semi-structured interviews with them. The breweries with the highest ratings on Untappd, the largest beer rating site in the world, were selected. Out of the 16 microbreweries contacted, 9 took part in the research. The results of the research show that virtually no microbrewery can do without foreign ingredients. However, there were differences between the breweries in the degree of their integration. In order to demonstrate these differences, a categorization of microbreweries was made based on their involvement in global production networks. Key words: globalization,...
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Globalisation Processes in the Czech Brewing Industry and Their Effects in the District of Kutná Hora
Materna, Kryštof ; Sýkora, Luděk (advisor) ; Tomeš, Jiří (referee)
Globalisation Processes in the Czech Brewing Industry and their Effects in the District of Kutná Hora Abstract The goal of this thesis is to analyse the influence of the globalisation processes and the economic transformation on the Czech brewing industry. The main research subjects are the clash of the statewide multinationally owned breweries with the independent regional breweries on the beer market and the process of connecting of Czech beer market to the foreign beer markets. Within the district of Kutná Hora the influence of the relocation of the traditional regional beer brand Dačický by it's multinational owner Heineken group outside of the region is studied with regards to the structure of the beer brands offer in the restaurants. The aim of the empirical survey is to find and analyse the strategies of the individual breweries and their groups especially regarding their spatial aspects. Keywords: Globalisation, Brewing Industry, Multinational Company, Regional Brewery
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