著者

丹治 雄一

出版者

社会経済史学会

雑誌

社会経済史学 (ISSN:00380113)

巻号頁・発行日

vol.67, no.3, pp.255-278, 2001-09-25 (Released:2017-06-16)

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The Dai Nippon Brewery Co. was formed in 1906 through the merger of three companies, the Sapporo Beer Co., the Japan Beer Brewery Co. and the Osaka Beer Brewery Co. The company expanded and diversified after World War I and merged with the Nippon Beer Kosen Co. in 1933. These mergers resulted in a large-scale company which promoted the formation and expansion of a national special-contract sales network (tokuyaku hanbaimo) larger and more extensive than that of any other food producer. By giving various incentives to chain stores (tokuyakuten), the company was able to promote sales and achieve a high level of stability, with the exception of the period from 1927 to 1932. The purpose of this article is to examine the marketing policies of the Dai Nippon Brewery Co. with particular reference to (1) the management of the company in the long period of continuous growth which preceded World War II, and (2) the role of the chain store system in the company's success.