Competitiveness in a Saturated Market. A Case Study of the Scottish Craft Beer Industry
Dr. Carol, Yongmei Zhang; Dr. Federico, G. Topolansky Barbe; Thomas, M. Baird

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.

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