TY - JOUR
T1 - Vertical integration in the malting barley industry
T2 - A "silver bullet" for coors?
AU - Boland, Michael A.
AU - Brester, Gary W.
PY - 2006/6/1
Y1 - 2006/6/1
N2 - The Coors Brewing Company owns a single-site, integrated malting facility and brewery in Golden, Colorado; a second brewery in Memphis, Tennessee; and a mixing facility in Elkton, Virginia. Coors operates a research and development program that breeds barley varieties suitable for malting at the Golden site. Coors contracts with 900 growers in Colorado, Idaho, Montana, and Wyoming for approximately 160,000 acres of malting barley. This case study is designed forv senior- and graduate-level courses in agribusiness management. The case relates three theories of vertical coordination to Coors' decision to contract 100% of its malting barley requirements.
AB - The Coors Brewing Company owns a single-site, integrated malting facility and brewery in Golden, Colorado; a second brewery in Memphis, Tennessee; and a mixing facility in Elkton, Virginia. Coors operates a research and development program that breeds barley varieties suitable for malting at the Golden site. Coors contracts with 900 growers in Colorado, Idaho, Montana, and Wyoming for approximately 160,000 acres of malting barley. This case study is designed forv senior- and graduate-level courses in agribusiness management. The case relates three theories of vertical coordination to Coors' decision to contract 100% of its malting barley requirements.
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U2 - 10.1111/j.1467-9353.2006.00287.x
DO - 10.1111/j.1467-9353.2006.00287.x
M3 - Article
AN - SCOPUS:33646023125
SN - 1058-7195
VL - 28
SP - 272
EP - 282
JO - Review of Agricultural Economics
JF - Review of Agricultural Economics
IS - 2
ER -
