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TOGETHER WE ARE STRONGER A CASE STUDY OF CARLSBERGS STRATEGIC CONCEPTWINNING BEHAVIOURS IN THE WAKE OF A SERIES OF

INTERNATIONAL ACQUISITIONS

Martine Cardel Gertsen & Anne-Marie Sderberg

Copenhagen Business School

EconPR 2 ! "nternational Con#erence

Po$nan% April ! -!'

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Carls !r"s #$s%&r' (!r' r$!)'

!'()* Carlsberg is #ounded in Copenhagen% +en,ar %.here it is still head/uartered0

!1 es and ) es* "nternational success% Carlsberg3sproducts are sold .orld-.ide% business is satis#actor40

!11 es* "nternational co,petition beco,es tougher0 2 es* Carlsberg beco,es a real 5global pla4er60Ac/uisition o# bre.eries in Russia% the Balticcountries% Poland% 7rance% Greece% China and8ietna,0

9o.* :he Carlsberg Group is the .orld3s ( th largestbre.er4 group0 ;eading in

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R!s!ar*# +,!s%$&-s

>o. .as Carlsberg3s ne. strategic concept o#5.inning beha?iours6 de?eloped and .hich role didthe co,pan43s ongoing international ac/uisitions pla4in the process@

>o. .as the concept integrated into the co,pan43s>R and line #unctions@

>o. .as the concept co,,unicated to the global

organi$ation% and ho. .as it recei?ed and gi?ensense@

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C&r! (al,!s $- Carls !r"s.$--$-" *,l%,r!

"nno?ati?e A,bitious Responsible

>onest

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5

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C&//,-$*a%$&- a-0 $-%!"ra%$&-$-%& 0$1!r!-% 2,-*%$&-s

+istribution o# brochures% posters% +8+s% etc0

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O3*! $-%!r$&r 2r&/ Carls !r" 4ala's$a

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Carls !r" 4ala's$as /a-a"!/!-% %!a/

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A0(a-%a"!s &2 a s%ra%!"$* *&-*!5%as!0 &- !#a($&,rs ra%#!r %#a-

(al,!s

Beha?iours are easier to co,bine .ith a

6glocal6 approach :he4 are ,ore e ternal in nature :he4 are easier to adDust to changing conte ts :he4 are easier to e plain and relate to speci c

business goals

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Carls !r"s .$--$-"!#a($&,rs

:ogether .e are stronger

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