What’s in a Beer? Cultures that Interact in Brewery Privatization

This paper is based on a study of a local beer factory, located in the Serbian province of Vojvodina, which recently went through the privatization process. At the end of 2003, the Pančevo Brewery was taken over by Efes Group, thus becoming the most western operation in the process of Efes spreading...

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Autor principal:	Ildiko Erdei
Formato:	article
Lenguaje:	EN FR SR
Publicado:	University of Belgrade 2016
Materias:	Anthropology GN1-890
Acceso en línea:	https://doaj.org/article/31be851562704d4582cca94435aa6ae2
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spelling	oai:doaj.org-article:31be851562704d4582cca94435aa6ae22021-12-02T06:21:03ZWhat’s in a Beer? Cultures that Interact in Brewery Privatization0353-15892334-8801https://doaj.org/article/31be851562704d4582cca94435aa6ae22016-02-01T00:00:00Zhttp://eap-iea.org/index.php/eap/article/view/307https://doaj.org/toc/0353-1589https://doaj.org/toc/2334-8801This paper is based on a study of a local beer factory, located in the Serbian province of Vojvodina, which recently went through the privatization process. At the end of 2003, the Pančevo Brewery was taken over by Efes Group, thus becoming the most western operation in the process of Efes spreading across the European market. Although it is customary to conceptualize privatization as a purely economic issue, research of the privatization of such a local company by a large international producer provided us with an opportunity to observe, analyze and interpret various ways in which economy and culture inter-reacted, and became mutually dependent. The field of economic change was observed as a space of cultural transformation, where business, organizational and working cultures of “socialism” and “capitalism” met and influenced each other, both on institutional and personal levels. Different notions of “culture” that illustrate the increasing “culturalization” of economy at the turn of the century were singled out. Particular attention was paid to socialism as a legacy, operating through narrative and residual practices. At the same time, this legacy was an obstacle for desired change as well as a source for sustaining a sense of personal worth among employees faced with the approaching hegemonic narrative of “capitalism triumphant”.Ildiko ErdeiUniversity of BelgradearticleAnthropologyGN1-890ENFRSREtnoantropološki Problemi, Vol 6, Iss 1, Pp 57-85 (2016)
institution	DOAJ
collection	DOAJ
language	EN FR SR
topic	Anthropology GN1-890
spellingShingle	Anthropology GN1-890 Ildiko Erdei What’s in a Beer? Cultures that Interact in Brewery Privatization
description	This paper is based on a study of a local beer factory, located in the Serbian province of Vojvodina, which recently went through the privatization process. At the end of 2003, the Pančevo Brewery was taken over by Efes Group, thus becoming the most western operation in the process of Efes spreading across the European market. Although it is customary to conceptualize privatization as a purely economic issue, research of the privatization of such a local company by a large international producer provided us with an opportunity to observe, analyze and interpret various ways in which economy and culture inter-reacted, and became mutually dependent. The field of economic change was observed as a space of cultural transformation, where business, organizational and working cultures of “socialism” and “capitalism” met and influenced each other, both on institutional and personal levels. Different notions of “culture” that illustrate the increasing “culturalization” of economy at the turn of the century were singled out. Particular attention was paid to socialism as a legacy, operating through narrative and residual practices. At the same time, this legacy was an obstacle for desired change as well as a source for sustaining a sense of personal worth among employees faced with the approaching hegemonic narrative of “capitalism triumphant”.
format	article
author	Ildiko Erdei
author_facet	Ildiko Erdei
author_sort	Ildiko Erdei
title	What’s in a Beer? Cultures that Interact in Brewery Privatization
title_short	What’s in a Beer? Cultures that Interact in Brewery Privatization
title_full	What’s in a Beer? Cultures that Interact in Brewery Privatization
title_fullStr	What’s in a Beer? Cultures that Interact in Brewery Privatization
title_full_unstemmed	What’s in a Beer? Cultures that Interact in Brewery Privatization
title_sort	what’s in a beer? cultures that interact in brewery privatization
publisher	University of Belgrade
publishDate	2016
url	https://doaj.org/article/31be851562704d4582cca94435aa6ae2
work_keys_str_mv	AT ildikoerdei whatsinabeerculturesthatinteractinbreweryprivatization
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What’s in a Beer? Cultures that Interact in Brewery Privatization

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