CHALLENGES FOR DISTRIBUTION IN THE ARCTIC REGION OF NORWAY (THE CASE OF MACK’S BEER BREWERY)
Macks Beer Brewery is located in the city Tromsø in the Arctic Region of Norway at approximately 70 degrees north. It is believed to be the world's northernmost located brewery. This brewery is partner in an ongoing project denoted "Logistics under marginal and extreme conditions.” Margina...
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| Format: | Text |
| Language: | English |
| Published: |
2000
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| Online Access: | http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.572.5018 http://www.p2005.ntnu.no/bin/vedlegg/Paper/Bo_Terje_Kalsaas_rChallengesfordistribution_COMA01.pdf |
| Summary: | Macks Beer Brewery is located in the city Tromsø in the Arctic Region of Norway at approximately 70 degrees north. It is believed to be the world's northernmost located brewery. This brewery is partner in an ongoing project denoted "Logistics under marginal and extreme conditions.” Marginal conditions are defined as critical conditions for the competitiveness of companies. Our main focus is on distribution and the supply chain, but in order to shed light on the driving forces that makes up Mack’s challenges, we have taken on a somewhat broader approach. The marginal conditions are regarded to comprise conditions related to location, competition and the supply chain. The conditions we have studied consists of the following elements: competition and alliances, demand from customers, customer power, the built structures, the natural resources, the institutional endowment and the knowledge and skills. The main objective of the paper is to contribute to the understanding of the challenges this brewery has to face in the market. We will refer to both findings in data collections and analysis of results connected to the situation at present. |
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