Brewing Organizational Responses to Institutional Logics

This dissertation examines how the multinational brewer Carlsberg Group responds to the issue of ‘alcohol-related harm’, expressed in its work with the focus area of ‘responsible drinking’ (RD). RD is associated with different initiatives aimed at reducing the misuse of alcohol, e.g., youth drinking, binge drinking (i.e., drinking to excess), and drunk driving. The issue of ‘alcohol-related harm’ is not a new issue, but public perception of the issue has changed in the direction of emphasizing health and lifestyle; rather than simply being a question of a few alcoholics, ‘alcohol-related harm’ has recently become a question of a more general health risk.