The brewing industry is undergoing dramatic changes in many countries, with increasing numbers of craft breweries appealing to niche markets and challenging the traditional volume based business model of major corporations. Yet, little research has addressed the craft beer industry let alone their owners. The study argues that some form of entrepreneurial passion drives the development of business models by the craft beer entrepreneurs. Building upon the typology of role identities related to entrepreneurial passion, this paper investigates how different objects of passion influence the business models that craft brewers choose to operate.
|Pages (from-to)||54 - 67|
|Number of pages||14|
|Journal||Journal of Marketing Development and Competitiveness|
|Publication status||Published - 2013|