Highland Brewing Company : Perceptions of New Entrants / Mark Lewis.

Format:

Book

Author/Creator:

Lewis, Mark, author.

Pouder, Rich, author.

Beal, Brent David, author.

Series:

SAGE Business cases.

SAGE Business cases

Language:

English

Subjects (All):

Strategic planning.

Physical Description:

1 online resource

Place of Publication:

London : Society for Case Research, 2025.

Summary:

Highland Brewing Company (HBC) was founded in 1994 in Asheville, North Carolina, by Oscar Wong, a retired nuclear engineer with a passion for beer and uncanny leadership capabilities. Having just celebrated their 20th anniversary, HBC is now the largest craft brewery in the region. A commitment to quality, following passion over profit, and slow and steady growth has been their recipe for success. Asheville has since turned into a craft beer mecca, having recently been awarded the title "Beer City, USA." Such accolades bode well for HBC and their peer breweries as it brings more prestige to the region and more tourists who are looking to experience good beer. Such tourists take their experiences with them back to their hometowns and then look for HBC products in their local grocery stores. Yet, in addition to a slew of entrepreneurial startups, Asheville has recently welcomed two craft beer behemoths to the area: Sierra Nevada and New Belgium. These national breweries rank second and third for market share in the U.S., just behind The Boston Beer Company and their well-known brand Sam Adams. With all that has happened in their environment, and given their unique competencies at this time, Wong faces some major strategic questions as he passes the reigns to his daughter Leah: How should HBC perceive these new entrants and future ones? How does HBC's current position help them compete against these new entrants? This case provides a great opportunity to have a rich discussion around the nuances associated with the "threat of new entrants." Doing so will help students see that sometimes new entrants (into a local market...even large ones) can actually be good for business.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

9781071978863

1071978861

OCLC:

1483992737