Case studies in the beer sector /
Case Studies in the Beer Sector investigates managerial and marketing dynamics in the beer sector. It explores the relevance of consumer science and its use as a tool for marketing strategies, putting special focus on small craft breweries. The book provides a variety of case studies from several co...
Clasificación: | Libro Electrónico |
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Otros Autores: | , |
Formato: | Electrónico eBook |
Idioma: | Inglés |
Publicado: |
San Diego :
Elsevier Science & Technology,
[2021]
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Colección: | Woodhead Publishing series in consumer science and strategic marketing.
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Temas: | |
Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Front Cover
- Case Studies in the Beer Sector
- Copyright Page
- Contents
- List of contributors
- Acknowledgments
- Introduction: Global trends in the beer market
- Purpose of the book
- Overview of the chapters and their contribution
- References
- I. Beer market: factors and trends
- 1 Industrial beer versus craft beer: definitions and nuances
- 1.1 Introduction
- 1.2 How beer is made
- 1.3 Craft beer versus industrial beer
- 1.4 Changes in the global beer market
- 1.5 The "Japanese beer wars": an example of market change
- 1.6 Trends in the global beer market
- 1.7 Conclusion: the role of consumers
- References
- Consulted websites
- 2 Understanding the behavior of beer consumers
- 2.1 Introduction
- 2.2 Study objective
- 2.3 Study method
- 2.4 Results
- 2.4.1 Beer demand, policy design, and public health concerns
- 2.4.2 Sensory perceptions, preferences, and emotional responses to beer
- 2.4.3 Beer consumer attitudes, perceptions, and choices
- 2.4.4 New trends in beer consumption
- 2.5 Discussion
- 2.6 Conclusion
- Acknowledgement
- References
- 3 Craft beers and breweries in the United Kingdom: where now, what next?
- 3.1 Introduction
- 3.2 Real ales and craft breweries in the United Kingdom
- 3.3 British beer festivals: place branding and tourism
- 3.4 Exporting Britishness with beers
- 3.5 United Kingdom craft breweries: what next?
- References
- Further reading
- 4 Craft breweries and tourism best practices across the life cycle
- 4.1 Introduction
- 4.2 Literature review
- 4.3 Method
- 4.4 Results
- 4.4.1 Tourism practices one: Tasting bars and tours
- 4.4.2 Tourism practices two: Festival participation
- 4.5 Discussion
- 4.5.1 Implications for theory
- 4.5.2 Implications for managers
- 4.6 Conclusion
- References
- 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
- 5.1 Introduction: The British beer market
- 5.2 The Castle Rock Brewery experience
- 5.2.1 Anticipation of trends
- 5.2.2 Continuous reinvention
- 5.2.3 Customers education
- 5.2.4 Community engagement
- 5.3 Conclusion: Case learnings
- References
- 6 Sites of consumption and sights of production: brew bars and craft beer in the city
- 6.1 Introduction: the rise of craft beer and more-than-commodity production
- 6.2 Crafting consumption: the glocalization of barscapes
- 6.3 Spatializing the craft beer product life cycle: a typology
- 6.3.1 Stage 1: Precraft-globalized production and consumption
- 6.3.2 Stage 2: Pioneer-experimentation and early adopters
- 6.3.3 Stage 3: Early boom-consolidation and competition
- 6.3.4 Stage 4: Late boom-differentiation and concentration
- 6.3.5 Stage 5: Postcraft-oligopolistic competition and homogenized differentiation
- 6.4 Sites of consumption: the "barscape" in Wellington