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Kennedy, Hugh (2022) The Investigation of the Potential for Sustainable Market Growth in the Beer Market. Masters thesis, Dublin, National College of Ireland.
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Abstract
Craft beer is a rapidly expanding segment of the alcoholic beverage market. The craft beer movement has entered the mainstream culture and become a vital aspect of larger movements such as neolocalism driven by millennials. What once was un-organised quirky industry that produced thousands of beers has reconfigured its strategy and the market.
The main purpose of this study is to Investigation the “Potential for Sustainable Market Growth in the Beer Market.”. Emphasis is placed on the developing networks and collaborations that the craft breweries within the industry are trying to cultivate to create a sustainable ecosystem in which value is created at all levels of the industry.
Through several in-depth interviews conducted with craft breweries from both Ireland and the U.S exploring different topics the research finds impactful insight into the industry.
An interpretivist, inductive approach was used in this study, to capture a rich and meaningful data. Those views were interpreted using thematic coding. The findings of this research showed ways in which breweries could potentially sustain market growth.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Bane, Michael UNSPECIFIED |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry > Beverage industry H Social Sciences > HB Economic Theory > Business Cycles. Economic Fluctuations H Social Sciences > HD Industries. Land use. Labor > Small Business Sector |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Tamara Malone |
| Date Deposited: | 21 Mar 2023 17:43 |
| Last Modified: | 12 Apr 2023 15:11 |
| URI: | https://norma.ncirl.ie/id/eprint/6373 |
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