Competitiveness in a saturated market. A case study of the Scottish craft beer industry

Federico Topolansky, Yongmei Carol Zhang, Thomas Baird

Research output: Contribution to journalArticlepeer-review


The development and rise of the craft beer sector in Scotland highlights an industrial change that suggests a
potential shift of power of the drinks industry. Within this context, this paper aims to assess the competitiveness of
the Scottish craft beer industry in a saturated market. There is very limited research done on this sector.This
study uses grounded theory, by means of semi structured interviews with relevant stakeholders. The results of this
study indicate that there is a unique form of competitive advantage specifically to the Scottish craft beer market
and emerging niche markets. Findings have revealed reasons for market growth, competitive strategies to achieve
and obtain competitive advantage, whilst indicating future opportunities and threats.
Original languageEnglish
Pages (from-to)28-46
Number of pages19
JournalInternational Journal of Business and Social Science
Issue number8
Publication statusPublished - 16 Aug 2015
Externally publishedYes


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