Abstract
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.
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 language | English |
|---|---|
| Pages (from-to) | 28-46 |
| Number of pages | 19 |
| Journal | International Journal of Business and Social Science |
| Volume | 6 |
| Issue number | 8 |
| Publication status | Published - 16 Aug 2015 |
| Externally published | Yes |