Carlsberg Group Case Study

In the future, only organizations that are truly able to reinvent themselves rather than just be ready for change, will survive. To achieve this it is necessary for the company to be able to identify the most substantial opportunities, outline in what way and where to accomplish distinctive advantage and then choose how to shape, focus and organize resources.
For the Carlsberg Group, the company I work for, as well as for any other company for that matter, the most risky strategy is to continue doing business as usual. The more creative, dynamic and innovative a company is driven, the better it is to adjust itself to a dynamic, potentially threatening and complex external environment, it also enables the company to create the necessary innovations in their environment.
1.1. About Carlsberg
The Carlsberg Group is a Danish brewing company founded in 1847 by J. C. Jacobsen. Since Jacobsen's death in 1887, the majority owner of the company has been the Carlsberg Foundation. Our flagship brand is Carlsberg Beer (named after Jacobsen's son Carl) but we also brew Tuborg, Kronenbourg, Somersby cider, Russia's best selling beer Baltika, Grimbergen abbey beers and more than 500 local beers. (Carlsberg communication dept., 2015)
Employees: App. 43,000 people
These go all the way back to the brewery’s founder, J.C. Jacobsen who built Carlsberg with a strong focus on research and development. J.C. Jacobsen employed some of the greatest minds of his time – including Louis Pasteur and Emil Chr. Hansen. This made Carlsberg the world’s first large industrial enterprise to invest in research and innovation. The Carlsberg Laboratories have fostered some landmark scientific discoveries including the purification of yeast and the invention of the pH-scale – through these discoveries there is a bit of Carlsberg in every beer brewed around the globe. (Carlsberg communication dept.,