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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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Capitello, Roberta (Editor ), Maehle, Natalia (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: San Diego : Elsevier Science & Technology, [2021]
Colección:Woodhead Publishing series in consumer science and strategic marketing.
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