The craft beer sector : challenges and potentialities

Wilson, Juliette and Karampela, Maria (2018) The craft beer sector : challenges and potentialities. In: European Marketing Academy Conference 2018, 2018-05-29 - 2018-06-01, University of Strathclyde. (In Press)

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Abstract

The craft beer industry is a high-growth sector, which is 'anarchistically' challenging the dominant oligopolistic position of consolidated large-scale industrial producers. Europe is the world’s second largest producer of beer, after China and is thus an excellent context for studying this sector, offering a range of national research sites where consumers continue to respond very positively to the diversity, quality, and camaraderie of craft brewing. This Special Session presents findings from current research in the sector; discussing challenges and opportunities for the European sector as a whole and also detailed discussion of key areas of importance within individual countries within Europe.

  • Item type:Conference or Workshop Item(Paper)
    ID code:64045
    Dates:
    Date
    Event
    5 March 2018
    Published
    5 March 2018
    Accepted
    Notes:An introduction to a Special Session held as part of the European Marketing Academic Conference 2018 on "The European craft beer sector: challenges and potentialities", including the papers Exploration of the Growth of the European Craft Beer Sector (Sarah Dodd, Juliette Wilson, Maria Karampela, University of Strathclyde, United Kingdom; Mike Danson, Heriot Watt University, United Kingdom), "Investigating the demand for craft beer in a traditional wine consuming country: does the context matter?" (Roberta Capitello, Claudia Bazzani, Diego Begalli, University of Verona, Italy; Riccardo Scarpa1, Durham University Business School, United Kingdom), "Craft breweries in Norway: Growth and innovation" (Natalia Maehle and Amund Stamrud, Mohn Centre for Innovation and Regional Development – Western Norway University of Applied Sciences, Norway) and "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" (Maria Karampela, University of Strathclyde, United Kingdom; Nadine Waehning, York St John University, United Kingdom).
    Subjects:Social Sciences > Commerce
    Department:Strathclyde Business School > Marketing
    Depositing user: Pure Administrator
    Date deposited:14 May 2018 15:23
    Last modified:09 Apr 2024 06:28
    Related URLs:
    URI:https://strathprints.strath.ac.uk/id/eprint/64045
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