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Beeronomics: How Beer Explains the World de Johan Swinnen

Beeronomics: How Beer Explains the World

Autor Johan Swinnen, Devin Briski
en Limba Engleză Hardback – 7 sep 2017

Recomandăm Beeronomics antreprenorilor, economiștilor și consultanților care doresc să înțeleagă mecanismele globalizării printr-o lentilă neașteptată, dar extrem de relevantă. Lucrarea semnată de Johan Swinnen și Devin Briski nu este doar o cronică a unei băuturi populare, ci o analiză riguroasă a modului în care reglementările, taxarea și inovația tehnologică au modelat structurile economice mondiale. Considerăm că forța acestui text rezidă în capacitatea de a explica fenomene macroeconomice complexe — de la formarea Ligii Hanseatice până la dominația actuală a grupului AB InBev — prin evoluția industriei berii. Abordarea diferă de The History of the Beer and Brewing Industry de Ignazio Cabras prin faptul că este mai puțin o cronologie descriptivă și mai mult un instrument aplicabil pentru a înțelege dinamica piețelor de consum și a barierelor comerciale. În contextul operei sale, Johan Swinnen continuă direcția începută în The Economics of Chocolate, aplicând aceeași rigoare academică pentru a decoda intersecția dintre preferințele consumatorilor și politicile guvernamentale. Ne-a atras atenția în mod deosebit secțiunea dedicată 'contra-revoluției' berii artizanale, care oferă o perspectivă strategică asupra modului în care micile afaceri pot fragmenta o piață dominată de conglomerate globale. Este o lectură densă în date, publicată de OUP Oxford, care transformă un produs banal într-un studiu de caz esențial despre industrializare și integrare globală.

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Specificații

ISBN-13: 9780198808305
ISBN-10: 0198808305
Pagini: 208
Dimensiuni: 143 x 223 x 24 mm
Greutate: 0.34 kg
Editura: OUP OXFORD
Colecția OUP Oxford
Locul publicării:Oxford, United Kingdom

De ce să citești această carte

Această carte se adresează profesioniștilor care caută să înțeleagă economia reală dincolo de modelele abstracte. Veți câștiga o perspectivă unică asupra modului în care taxele și tehnologia pot crea sau distruge imperii comerciale. Este un instrument excelent pentru a înțelege de ce anumite branduri domină rafturile și cum mișcările de nișă, precum berea artizanală, reușesc să schimbe regulile jocului într-o economie globalizată.

Despre autor

Johan Swinnen este profesor de economie și director al Institutului LICOS la Universitatea Catolică din Leuven, Belgia, având o carieră academică dublată de o vastă experiență practică în instituții financiare de top. A activat ca economist principal la Banca Mondială și consilier economic în cadrul Comisiei Europene, specializându-se în analiza piețelor agroalimentare și a integrării europene. Expertiza sa în economia politică este reflectată în lucrări precum The Political Economy of Food System Transformation, unde explorează mecanismele de schimbare în sistemele alimentare globale, adaptând rigoarea analizei economice la produse de larg consum precum berea sau ciocolata.

Descriere

From prompting a transition from hunter-gatherer to an agrarian lifestyle in ancient Mesopotamia to bankrolling Britain's imperialist conquests, strategic taxation and the regulation of beer has played a pivotal role throughout history. Beeronomics: How Beer Explains the World tells these stories, and many others, whilst also exploring the key innovations that propelled the industrialization and consolidation of the beer market.At the same time when mega-mergers in the brewing industry are creating huge transnationals selling their beer across the globe, the craft beer movement in America and Europe has brought the rich history of ancient brewing techniques to the forefront in recent years. But less talked about is the economic influence of this beverage on the world and the myriad ways it has shaped the course of history. Beeronomics covers world history through the lens of beer, exploring the common role that beer taxation has played throughout and providing context for recognizable brands and consumer trends and tastes.Beeronomics examines key developments that have moved the brewing industry forward. Its most ubiquitous ingredient, hops, was used by the Hanseatic League to establish the export dominance of Hamburg and Bremen in the sixteenth century. During the late nineteenth century, bottom-fermentation led to the spread of industrial lager beer. Industrial innovations in bottling, refrigeration, and TV advertising paved the way for the consolidation and market dominance of major macrobreweries like Anheuser Busch in America and Artois Brewery in Belgium during the twentieth century. We're now in the era of global integration-- one multinational AB InBev, claims 46% of all beer profits-- but there's a counterrevolution afoot of small, independent craft breweries in both America, Belgium and around the world. Beeronomics surveys these trends, giving context to why you see which brands and styles on shelves at your local supermarket or on tap at the nearby pub.

Recenzii

Highly recommended, this book isnt a dry tome. Its essential reading for those turned on by history, economics, fun facts and, erm, beer.
If you care about beer and its impact on our world, Beeronomics is a smart and entertaining primer on the subject, that deserves its place in any beer lover's library.
This book is aimed at serious students of economics and business -- it's more investment strategies and market consolidation than tales from the pub. But even in the analysis, there are interesting moments.
Don't be put off by the allusion to economics; there is only a moderate amount of economics in this wide-ranging book, and most of it will be easily understood by the average reader ... All of it, no matter how far afield it seems from economics, will be put to work proving the author's thesis that beer explains the world ... you don't have to be a specialist to enjoy this book. The chapters are short - usually about eight pages - and they are well-written and understandable.
This impressive, all-encompassing, and accessible book is a tour de force and must-read for anybody interested in history, economics, and obviously beer. Cheers!
For much of human history beer was central a safe source of fluids, calories that fed the work force, and tax revenues that reshaped the political world. Monks, generals, scientists, kings, and robber barons are all part of the books journey that ends with craft beer. A must on all business schools list of case studies and your holiday gift list!
Beeronomics: How Beer Explains the World is a significant book. It covers diverse aspects of the economics of beer in world history, providing fascinating reading for beer enthusiasts and others alike. Each chapter is a revelation. Drawing it all together leaves us with a much changed view of this wonderful, historically important beverage.
For several years now, Jo Swinnen has been devoting serious scholarly attention to a neglected topic, and uncovering intriguing stories along the way. Finally, these insights are made available to a broader public in this refreshing read.
This is a fascinating book on beer, history, and economics by the leading beer economists from the world's beer capital. In fifteen chapters, Swinnen and Briski tell the story of how the world has shaped beer and how beer has shaped the world.
Beeronomics provides an excellent addition to the literature. It addresses and explores multiple aspects and issues related to beer and brewing worldwide, using several interesting approaches to highlight new trajectories and trends in the field. Definitely worth a read!

Notă biografică

Johan Swinnen is Professor of Economics and Director of the LICOS-Centre for Institutions and Economic Performance at the KU Leuven, Senior Research Fellow at the Centre for European Policy Studies (CEPS) and a Visiting Scholar at the Centre for Food Security and the Environment (FSE) at Stanford University. He is a Fellow of the AAEA and the EAAE, was President of the International Association of Agricultural Economists (2012-2015) and is President of The Beeronomics Society. He was previously Lead Economist at the World Bank (2003-04) and Economic Advisor at the European Commission (1998-2001), and has been advisor to many international organizations and governments. He holds a Ph.D from Cornell University, and has published widely on agricultural and food policies, political economy, institutional reform, trade, global value chains, and standards.Devin Briski is a print and audio journalist focusing on food, ideas, and technology. She serves as content marketing manager for the events team at Vox Media, which produces Code Conference and Vox Conversations. She is also host of the podcast One Mans Trash about the collectibles market. Devin began her career in Silicon Valley, where she worked on the publishing and marketing team of Stanford Social Innovation Review and co-founded online magazine The Ventured Life. She holds a bachelors degree in sociology and a master's degree in journalism, both from Columbia University.