Abstract
Fewer than half of UK start-up businesses survive beyond five years (ONS,
2020). The Scottish Small Business Survey of 2019 found competition
in the market and uncertainty as to how to face it were considered the
most significant barrier to success by almost half of SMEs (Scottish
Government, 2020). This chapter considers how four Scottish breweries
have formulated start-up strategies to respond to competition in an everincreasingly crowded marketplace in order to maximise their likelihood
of survival. The findings from each of these case studies are presented
in an accessible format, and indicate that a variety of approaches to the
development of the businesses can be adopted, albeit planned approaches
dominate. Drawing on real life experiences of four successful businesses,
the practical choices they took provide guidance and inspiration for other
aspiring craft beer entrepreneurs in selecting an appropriate approach to
and content of their founding strategy.
2020). The Scottish Small Business Survey of 2019 found competition
in the market and uncertainty as to how to face it were considered the
most significant barrier to success by almost half of SMEs (Scottish
Government, 2020). This chapter considers how four Scottish breweries
have formulated start-up strategies to respond to competition in an everincreasingly crowded marketplace in order to maximise their likelihood
of survival. The findings from each of these case studies are presented
in an accessible format, and indicate that a variety of approaches to the
development of the businesses can be adopted, albeit planned approaches
dominate. Drawing on real life experiences of four successful businesses,
the practical choices they took provide guidance and inspiration for other
aspiring craft beer entrepreneurs in selecting an appropriate approach to
and content of their founding strategy.
| Original language | English |
|---|---|
| Title of host publication | Researching Craft Beer |
| Subtitle of host publication | Understanding Production, Community and Culture in an Evolving Sector |
| Editors | Daniel Clarke, Vaughan Ellis, Holly Patrick, David Weir |
| Place of Publication | Bingley |
| Publisher | Emerald Publishing Limited |
| Chapter | 3 |
| ISBN (Print) | 9781800431850 |
| Publication status | Published - 13 Dec 2021 |
Keywords
- Scotland
- Craft brewery
- start-up strategies
- strategy formation
- differentation
- planned strategy
- emergent strategy