O'Brien, Justin and Waehning, Nadine (2018) Mikkeller: A gypsy brewer born global. In: SAGE Business Cases. Sage

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Abstract

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 contextual consideration of business model selection, entrepreneurial marketing, and international market entry strategy.

Item Type:	Book Section
Status:	Published
DOI:	10.4135/9781526459879
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
School/Department:	York Business School
URI:	https://ray.yorksj.ac.uk/id/eprint/3045

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