Mikkeller : a gypsy brewer born global / Justin OBrien, Nadine Waehning.

Format:

Book

Author/Creator:

O'Brien, Justin, author.

Waehning, Nadine, author.

Series:

SAGE Knowledge. Cases.

SAGE Knowledge. Cases

Language:

English

Subjects (All):

Brewing industry.

Beer.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2018.

System Details:

text file

Summary:

Mikkeller is a renowned Danish gypsy craft brewing business that was born global. Its inspiring portfolio of beers, blended using exotic ingredients and unusual processes, are much sought after by craft beer geeks. Founder Mikkel Bjergs? used an international partnership strategy to build a highly creative beer brand that is outstandingly innovative, but decided not to invest in his own brewing facilities or sell beer in his home market, favouring an international first manufacturing and marketing strategy. This marketing strategy case encourages students to evaluate: business model selection, entrepreneurial marketing, and international market entry strategies.

Notes:

Includes bibliographical references and index.

No ILL or scholarly sharing allowed.

Description based on XML content.

ISBN:

9781526459879

OCLC:

1043726698

Access Restriction:

Restricted for use by site license.