Ludwig Theuvsen and Christoph Niederhut-Bollmann 359
|
Table 3. Strategic Risk Management: Two |
Clusters Cluster 1 |
Cluster 2 |
Scale |
|
Perceived competitive pressure |
4.42** (0.535) |
4.01** (0.882) |
very low =1, |
|
Competitive strength vis-à-vis competitors |
3.36** (0.653) |
2.94** (0.948) |
much lower = 1 much higher = 5 |
|
Our brand is a central element of marketing. |
1.60* (0.531) |
1.85* (0.731) |
fully agree = 1 fully disagree = 5____________ |
|
Retail price of main brand (crate: 20 x 0.5 l) |
1.76*** (0.925) |
2.41***(1.108) |
12 € or more = 1 11-11.99 € = 2 10-10.99 € = 3 and so on. |
|
Innovativeness compared to the strongest |
3.50**(0.804) |
3.15**(1.04) |
much lower = 1 much higher = 5___________ |
|
We always try to be the first to introduce an |
2.38**(0.814) |
2.80** (1.035) |
fully agree = 1 fully disagree = 5____________ |
|
We are satisfied with out market share and do |
3.81*(0.817) |
3.43* (1.131) |
fully agree = 1 fully disagree = 5 |
|
We think about acquiring other breweries. |
3.64** (1.21) |
4.15** (0.105) |
fully agree = 1 fully disagree = 5____________ |
|
We think about buying brands from other |
3.77** (1.068) |
4.18** (0.9241) |
fully agree = 1 fully disagree = 5____________ |
|
Changes in profitability over the last three |
4.87*** (1.65) |
4.27*** (1.55) |
has remained the same = 4 has grown up to 5 % = 5 |
|
Profitability compared to the industry |
3.47**(1.120) |
3.00** (0.990) |
much lower = 1 much higher = 5 |
|
T otal annual output |
2.79*** (0.863) |
1.74*** (0.731) |
up to 5,000 hl p.a. = 1 up to 100,000 hl p.a. = 2 p.a. = 3 and so on__________ |
Columns 2 and 3 display mean values and - in brackets - standard deviations (in brackets) for both clu-
sters.
***, **, *: Both clusters are significantly different on the .001-, .01-, .05-level (Mann-Whitney test).
6 References
Ansoff, H.I. (1965). Corporate Strategy: An Analytical Approach to Business Policy for Growth
and Expansion., New York, McGraw-Hill.
Barney, J.B. (2001). Gaining and Sustaining Competitive Advantage, 2nd ed., Upper Saddle
River, NJ, Prentice Hall.
Bastian, C.T. et al (1999).: The Niche Market Potential: The Case of the U.S. Craft Brewing
Industry., Review of Agricultural Economics 21, pp. 552-562.
Ebneth, O. (2005).: Globalization of the Brewing Industry. Trends, Perspectives and Strategies,
Brewing and Beverage Industry International, nNo. 2/2005, pp. 10-15.
Hofnagel, J.R., Kortmann, F. (1999).: Strategische Allianzen in der deutschen Brauwirtschaft
unter besonderer Berücksichtigung der Logistik., Dortmund, Verlag Praxiswissen.
Porter, M.E. (1980). Competitive Strategy., New York, London, Free Press.
Romeike, F. (2005). Risikokategorien im Überblick. In: Romeike, F. (eEd.): Modernes Risiko-
management, Weinheim, Wiley-VCH, pp. 17-32.
Schiller, W. et al (2005). Risikomanagement für Marken., Weinheim, Wiley-VCH.
Seidel, U.M. (2005). Risikomanagement., Kissing, Weka Media.
Trade Dimensions/M+M Eurodata (2005). Top 30 Deutschland 2004.
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