Show simple item record

dc.contributor.authorAlonso, Abel Duarte
dc.contributor.authorSakellarios, Nikolaos
dc.contributor.authorAlexander, Nevil
dc.contributor.authorO'Brien, Seamus
dc.date.accessioned2018-03-14T16:03:33Z
dc.date.available2018-03-14T16:03:33Z
dc.date.issued2018-02-21
dc.identifier.citationAlonso, A. D. et al (2018) 'Strengths, innovation, and opportunities in a burgeoning industry: An exploratory study', Asia Pacific Journal of Marketing and Logistics, DOI: 10.1108/APJML-05-2017-0105en
dc.identifier.issn13555855
dc.identifier.doi10.1108/APJML-05-2017-0105
dc.identifier.urihttp://hdl.handle.net/10545/622310
dc.description.abstractPurpose The purpose of this study is to examine key areas related to the craft brewing industry from the perspective of operators of micro and small craft breweries, and propose a framework based on the resourced-based theory of the firm and the theory of innovation. The areas investigated include participants’ perceived strengths of their craft brewery, involvement in innovative practices, opportunities for the craft brewing firm, and potential differences related to these areas based on demographic characteristics of participants and their breweries. Design/methodology/approach Given its growing significance and economic contribution, the United States’ craft brewery industry was chosen for this study. An online questionnaire was designed to gather data from craft brewery operators across the nation. Findings Product and service quality, knowledge, reputation and expertise were revealed as key strengths, while creating new recipes and using social media tools were the most considered ways of innovating. Furthermore, opportunities were perceived through craft beer tourism, increased consumption, and quality improvements. Statistically significant differences emerged, particularly based on production levels, staff numbers, and involvement/no involvement in exports. Various associations between the findings and the adopted theoretical frameworks were revealed. Originality/value In terms of originality, the proposed refinement based on the adopted theoretical frameworks and findings facilitates understanding of the significance of resources and innovation, particularly for firms operating in a growing industry. Regarding value, the findings have important implications for the industry, for instance, in the marketing of craft brewing, as well as in the development of new craft brewing products.
dc.description.sponsorshipEdith Cowan Universityen
dc.language.isoenen
dc.publisherEmeralden
dc.relation.urlhttp://www.emeraldinsight.com/doi/10.1108/APJML-05-2017-0105en
dc.rightsArchived with thanks to Asia Pacific Journal of Marketing and Logisticsen
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectMicrobreweriesen
dc.subjectBeeren
dc.subjectCraft breweriesen
dc.titleStrengths, innovation, and opportunities in a burgeoning industry: An exploratory study.en
dc.typeArticleen
dc.contributor.departmentLiverpool John Moores Universityen
dc.contributor.departmentEdith Cowan Universityen
dc.contributor.departmentUniversity of Derbyen
dc.identifier.journalAsia Pacific Journal of Marketing and Logisticsen
dc.contributor.institutionLiverpool John Moores University Liverpool United Kingdom of Great Britain and Northern Ireland
dc.contributor.institutionUniversity of Derby Derby United Kingdom of Great Britain and Northern Ireland
dc.contributor.institutionEdith Cowan University Faculty of Business and Law Joondalup Australia
dc.contributor.institutionLiverpool John Moores University Liverpool United Kingdom of Great Britain and Northern Ireland
refterms.dateFOA2019-02-28T16:49:17Z
html.description.abstractPurpose The purpose of this study is to examine key areas related to the craft brewing industry from the perspective of operators of micro and small craft breweries, and propose a framework based on the resourced-based theory of the firm and the theory of innovation. The areas investigated include participants’ perceived strengths of their craft brewery, involvement in innovative practices, opportunities for the craft brewing firm, and potential differences related to these areas based on demographic characteristics of participants and their breweries. Design/methodology/approach Given its growing significance and economic contribution, the United States’ craft brewery industry was chosen for this study. An online questionnaire was designed to gather data from craft brewery operators across the nation. Findings Product and service quality, knowledge, reputation and expertise were revealed as key strengths, while creating new recipes and using social media tools were the most considered ways of innovating. Furthermore, opportunities were perceived through craft beer tourism, increased consumption, and quality improvements. Statistically significant differences emerged, particularly based on production levels, staff numbers, and involvement/no involvement in exports. Various associations between the findings and the adopted theoretical frameworks were revealed. Originality/value In terms of originality, the proposed refinement based on the adopted theoretical frameworks and findings facilitates understanding of the significance of resources and innovation, particularly for firms operating in a growing industry. Regarding value, the findings have important implications for the industry, for instance, in the marketing of craft brewing, as well as in the development of new craft brewing products.


Files in this item

Thumbnail
Name:
Asia Pasific Journal of Marketing ...
Size:
719.8Kb
Format:
PDF
Description:
Post-print

This item appears in the following Collection(s)

Show simple item record

Archived with thanks to Asia Pacific Journal of Marketing and Logistics
Except where otherwise noted, this item's license is described as Archived with thanks to Asia Pacific Journal of Marketing and Logistics