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  • December 2013 (Revised October 2014)
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The Munich Oktoberfest: From Local Tradition to Global Capitalism

By: Juan Alcacer, Christian Bettinger and Andreas Philippi
  • Format:Print
  • | Language:English
  • | Pages:20
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Abstract

Oktoberfest, an annual festival held in Munich (Germany) for more than 200 years, has grown in recent decades into a hugely popular event that attracts 7 million visitors annually, a large proportion of which are foreign. In fact, Oktoberfest's global appeal is so strong that hundreds of copycat Oktoberfest events exist in cities as diverse as Cincinnati (U.S.), Bangalore (India), Beijing (China), and Blumenau (Brazil). The case provides information about the economic value Oktoberfest generates for its main players: the city of Munich, the breweries, the souvenir and merchandise stands, and the firms that provide rides. It then asks whether there are unexploited opportunities to capture more value from Oktoberfest globally.

Keywords

Value Creation; Product Positioning; Marketing Channels; Global Strategy; Food and Beverage Industry; Ohio; Munich; Brazil; Bangalore; Beijing

Citation

Alcacer, Juan, Christian Bettinger, and Andreas Philippi. "The Munich Oktoberfest: From Local Tradition to Global Capitalism." Harvard Business School Case 714-439, December 2013. (Revised October 2014.)
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About The Author

Juan Alcacer

Strategy
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Related Work

    • February 2014 (Revised September 2014)
    • Faculty Research

    The Munich Oktoberfest: From Local Tradition to Global Capitalism

    By: Juan Alcacer
    • December 2013 (Revised October 2014)
    • Faculty Research

    The Munich Oktoberfest: From Local Tradition to Global Capitalism

    By: Juan Alcacer, Christian Bettinger and Andreas Philippi
Related Work
  • The Munich Oktoberfest: From Local Tradition to Global Capitalism By: Juan Alcacer
  • The Munich Oktoberfest: From Local Tradition to Global Capitalism By: Juan Alcacer, Christian Bettinger and Andreas Philippi
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