2023
DOI: 10.1177/14657503231194001
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Managing neolocalism outside the locale in real ale and craft beer entrepreneurship: The case of Ben Lui Brewery

Abstract: This case focuses on the role played by place and neolocalism in real ale and craft beer entrepreneurship, and the dilemma of how to manage neolocalism when a firm extends into markets beyond its established locale. It examines how a sense of belonging and ‘locatedness’ underpins a small, entrepreneurial brewery's vision, mission and market differentiation, contributing to the firm's brand equity amongst its core audiences. The owner-director, Duncan, is currently considering the brand implications of a possib… Show more

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