Too small for a too large global marketplace? An exploratory investigation into micro-firms' internationalization initiation and processes in the context of the British craft-brewing industry

Karampela, Maria and Waehning, Nadine (2018) Too small for a too large global marketplace? An exploratory investigation into micro-firms' internationalization initiation and processes in the context of the British craft-brewing industry. In: European Marketing Academy Conference 2018, 2018-05-29 - 2018-06-01, University of Strathclyde. (In Press)

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    Abstract

    The creation and establishment of new movements in the food and drink industries have attracted significant scholarly attention via diverse disciplinary lenses, including entrepreneurial (Svejenova, Mazza & Planellas, 2007) and institutional (Rao, Monin and Durand, 2003; van Bommel and Spicer 2011) perspectives. This is not surprising given the variety of dynamic and creative developments that food production and consumption have experienced in recent years, and the complex political, sociocultural and economic implications those developments have.