intensifying the fight for market share through product differentiation and/or the development of new food products.
Such fundamental changes and new priorities in the food industry also greatly affect local communities and society as a whole when local unemployment rises because processing plants are closed or when new healthy food products are developed. Thus, food and beverage companies do not merely battle for market share in their own sector, they also
operate in a larger socio-economic context in which their strategic choices affect the welfare of many Europeans.
