How to develop a strategic business unit within a historical and sound structure: The formation of Radeberger Group

Ulrich Kallmeyer
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Ulrich Kallmeyer: Radeberger Gruppe KG’s board of directors

A chapter in Change 2.0, 2008, pp 127-136 from Springer

Abstract: Abstract With more than 22,000 employees, the Oetker Group is one of the largest internationally-oriented privately-owned companies in Germany. The company’s history is strongly tied to the clear business principles of the owning family. First, the interests of the group take priority over those of the owning family. Second, the Oetker Group banks on self-financed growth with a strict diversification strategy in order to compensate risks within the group: all four core business units conduct their operational business independently. This article describes how ‘beer and alcohol-free beverages’ developed into one of these core business segments. It also explains the directly-related creation of the Radeberger Group, which saw 14 brewery locations and more than 70 active brands combine into Germany’s largest private brewery group. The delicate balance between change and consistency as well as the compensation of risks within the group had the highest priority.

Keywords: Supervisory Board; Core Business; Sales Force; Brand Awareness; Sparkling Wine (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-77495-2_11

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DOI: 10.1007/978-3-540-77495-2_11

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