Estrategias de las empresas multinacionales japonesas de la cerveza en China

The present work is a study of the regionalization and penetration strategies of Japanese beer multinationals -Suntory, Asahi, Kirin Breweries and Sapporo- in relation to the Chinese market. Its conceptual and analytical framework is provided by the theory of transactional costs, and the “OLI” paradigm. The empirical analysis, backed up by Global Drinks database, seeks to identify the overall reconstruction of world multinational operations during the period 1990-2003, at the same time helping us to analyze the present tendencies in the beer industry. Our final conclusions allow us to compare the strategies of rivals, both local, and from other countries.