Ivey Business School (Canada)
-
The Qingdao International Beer Festival
Su Liu; Alex Beamish; Hailing LiuCase IVEY-9B20M081-EStrategyHolding a massive beer festival brought the Chinese city of Qingdao and Tsingtao Beer Co. Ltd., China’s most famous beer brand, direct economic benefits and public awareness. However, through the Qingdao International Beer Festival—a natural advertising opportunity—foreign beers benefited as well. To date, Chinese beer brands held less than half of the high-end Chinese beer market. China levied no tariffs on beer imports, which increased the mark...Starting at €8.20