12/18/2023 0 Comments Highland brewing company![]() Craft Beer Production in the US: Market Research Report. Highland keeps its head: Favoring cold logic over what’s cool, Oscar Wong became the beer baron of one of America’s hottest brewing towns. Journal of Cultural Geography, 16(2), 37–53. American microbreweries and neolocalism: “Ale-ing” for a sense of place. Highland Brewing announces $5 million expansion. 9 Craft beers you didn’t know weren’t craft beers. Journal of Management Information Systems, 23(2), 149–171.Ĭool Material. When online reviews meet hyperdifferentiation: A study of the craft beer industry. Statistics: National beer sales & production data. Asheville: The new craft beer capital of America?. This process is experimental and the keywords may be updated as the learning algorithm improves.īadger, E. These keywords were added by machine and not by the authors. We then begin the exploration into the HBC experience in an effort to appreciate its complexity and multidimensionality. We begin the chapter by providing needed background information on HBC, its founder Oscar Wong, and the craft beer industry. Furthermore, representatives from the local tourism industry can benefit from a deeper understanding of the opportunities and challenges that craft brewers face, so that they might more effectively package their own value propositions to support richer interactions and facilitate higher levels of value co-creation. Instead, organizations must encapsulate them with great services and experiences to create heightened levels of value to achieve long-lasting competitive advantage. In today’s world, great products are not enough to differentiate brands and compete in hyper-competitive industries (Kilian, Sarrazin, & Yeon, 2015). Doing so will not only provide a company-centric perspective of the craft beer tourism industry and the opportunity it affords, but will also help managers across varied contexts conceptualize the multidimensionality of a firm’s value proposition and experience. Through in-depth interviews with HBC’s executive team, brewmasters, and functional leaders, along with rigorous analysis of the industry context, we show how HBC has wrestled with these issues and how their perception of value has evolved from the bottle to include, and even emphasize, the HBC experience. In doing so, we anchor our investigation within a real-life case study of Highland Brewing Company (HBC), the first legal craft brewery in Asheville (est. In this chapter, we dissect the complex product and experience entanglement that is craft beer, highlighting that this product is about much more than what goes into the bottle.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |