Case Studies in the Beer Sector: Woodhead Publishing Series in Consumer Science and Strategic Marketing
Editat de Roberta Capitello, Natalia Maehleen Limba Engleză Paperback – 8 sep 2020
While this book provides a thorough reference for scholars and practitioners who work in the beer sector, it is also ideal for those studying business, agriculture, food engineering, technology, applied marketing and business strategy.
- Investigates contemporary managerial and marketing dynamics in the beer sector
- Explores the relevance of consumer science and its use as a tool for marketing strategies for both multinational players and small craft breweries
- Includes case studies that provide the reader with real-life examples on how to apply concepts discussed
- Offers a global, cross-cultural perspective on the beer sector in different countries and continents
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Specificații
ISBN-13: 9780128177341
ISBN-10: 0128177349
Pagini: 390
Dimensiuni: 152 x 229 mm
Greutate: 0.52 kg
Editura: ELSEVIER SCIENCE
Seria Woodhead Publishing Series in Consumer Science and Strategic Marketing
ISBN-10: 0128177349
Pagini: 390
Dimensiuni: 152 x 229 mm
Greutate: 0.52 kg
Editura: ELSEVIER SCIENCE
Seria Woodhead Publishing Series in Consumer Science and Strategic Marketing
Public țintă
Marketing, communication, and R&D managers in the beer sector; entrepreneurs and managers of craft and micro-breweries; undergraduate and postgraduate students studying business, agriculture, and food engineering and technology; academics in the field of agribusiness, applied marketing, and business strategyCuprins
Introduction: Global trends in the beer market
Part I. Beer market: Factors and trends
1. Industrial beer versus craft beer: Definitions and nuances
2. Understanding the behaviour of beer consumers
3. Craft beers and breweries in the UK: where now, what next?
4. Craft brewery and tourism best-practices across the product lifecycle
Part II. Case studies on Consumer Science and Product Innovation and Differentiation
5. From drinking beer to experiencing beer: the British Beer Market and the Castle Rock Brewery Case
6. Sites of consumption and sights of production: brew bars and craft beer in the city
7. Bira 91 - The Spring of Magic
8. The Sleeping Dragon: Investigating the "Chinese Craft Beer Revolution" through the Lens of Generational Cohorts
9. Category convergence and product innovation: the competitive scenario for microbreweries
10. A barnacle-flavored beer? Consumer acceptance of flamboyant tastes in the brewery industry
Part III. Case studies on Consumer Science and Business Strategy
11. Beer Farms in Tuscany: a case study
12. Craft and agricultural brewing in the Marche region: Theoretical and empirical implications of global versus local sourcing
13. How the Gastro-communitas Spirit of Craft Breweries Can Anchor and Shape Broader Gastro-tourism Destination Development: 12 Factors for Brewery Driven Gastro-Development
14. The Case of "Birra Korça" – an Albanian Success Story
Part IV. Sustainability in the beer sector: Concepts and practices
15. Sustainable brewing practices in Norway: Using local ingredients and traditional brewing techniques
16. Sustainable value: the perspective of microbreweries in peripheral northern areas
17. Craft Beer in the land of the Purity Law – The German beer industry and the purity requirement in the course of time
18. The Social Ethics of Craft Consumption. The Case of Craft Beer in a Regulated Market
19. Integrating Sustainability in the Romanian Beer Industry. Case Study: URSUS Breweries
20. Concepts and practices of sustainable craft beer in Italy: A case study analysis
21. Strategical implications and future developments for the beer sector
Part I. Beer market: Factors and trends
1. Industrial beer versus craft beer: Definitions and nuances
2. Understanding the behaviour of beer consumers
3. Craft beers and breweries in the UK: where now, what next?
4. Craft brewery and tourism best-practices across the product lifecycle
Part II. Case studies on Consumer Science and Product Innovation and Differentiation
5. From drinking beer to experiencing beer: the British Beer Market and the Castle Rock Brewery Case
6. Sites of consumption and sights of production: brew bars and craft beer in the city
7. Bira 91 - The Spring of Magic
8. The Sleeping Dragon: Investigating the "Chinese Craft Beer Revolution" through the Lens of Generational Cohorts
9. Category convergence and product innovation: the competitive scenario for microbreweries
10. A barnacle-flavored beer? Consumer acceptance of flamboyant tastes in the brewery industry
Part III. Case studies on Consumer Science and Business Strategy
11. Beer Farms in Tuscany: a case study
12. Craft and agricultural brewing in the Marche region: Theoretical and empirical implications of global versus local sourcing
13. How the Gastro-communitas Spirit of Craft Breweries Can Anchor and Shape Broader Gastro-tourism Destination Development: 12 Factors for Brewery Driven Gastro-Development
14. The Case of "Birra Korça" – an Albanian Success Story
Part IV. Sustainability in the beer sector: Concepts and practices
15. Sustainable brewing practices in Norway: Using local ingredients and traditional brewing techniques
16. Sustainable value: the perspective of microbreweries in peripheral northern areas
17. Craft Beer in the land of the Purity Law – The German beer industry and the purity requirement in the course of time
18. The Social Ethics of Craft Consumption. The Case of Craft Beer in a Regulated Market
19. Integrating Sustainability in the Romanian Beer Industry. Case Study: URSUS Breweries
20. Concepts and practices of sustainable craft beer in Italy: A case study analysis
21. Strategical implications and future developments for the beer sector