JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Inventor, Founder or Developer? An Enquiry into the Passion that Drives
Craft Breweries in Victoria, Australia
Author(s): Torgeir Aleti Watne, Henri Hakala
Citation: Torgeir Aleti Watne, Henri Hakala, (2013) "Inventor, Founder or Developer? An Enquiry into the Passion that Drives Craft Breweries in Victoria, Australia," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 3, pp. 54 - 67
Article Type: Research paper
Publisher: North American Business Press
The brewing industry is undergoing dramatic changes in many countries, with increasing numbers of
craft breweries appealing to niche markets and challenging the traditional volume based business model
of major corporations. Yet, little research has addressed the craft beer industry let alone their owners.
The study argues that some form of ‘entrepreneurial passion’ drives the development of business models
by the craft beer entrepreneurs. Building upon the typology of role identities related to entrepreneurial
passion, this paper investigates how different objects of passion influence the business models that craft
brewers choose to operate.