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

By: Contributor(s): Material type: TextSeries: Publisher: London : SAGE Publications: SAGE Business Cases Originals, 2018Description: 1 online resource : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781526459879 (ebook) :
Subject(s): DDC classification:
  • 338.4766342
Online resources: 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 Bjergsø? 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.
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Includes bibliographical references and index.

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 Bjergsø? 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.

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