Entrepreneurial responses to Covid‐19: The use of digital brand marketing events in the craft alcohol sector

Alistair Williams, Glyn Atwal and Douglas Bryson
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Glyn Atwal: CEREN - Centre de Recherche sur l'ENtreprise [Dijon] - BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC)
Douglas Bryson: ESC [Rennes] - ESC Rennes School of Business

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Abstract: Abstract The wide‐ranging implications following the Covid‐19 pandemic have necessitated research into innovative entrepreneurial responses. The research study incorporates the concept of branded marketing events (BMEs) and considers their effectiveness in craft alcohol digital marketing. An exploratory qualitative study was conducted in Charlotte, North Carolina, and focused on the entrepreneurial responses of craft alcohol producers. Findings indicate that the inter‐relationships between the experiential components adapted to a digital environment enhance the engagement consumers experience with craft alcohol producers. The responses of craft alcohol producers to the impact of the Covid‐19 pandemic provide valuable insights into strategies employed during times when traditional sales and marketing activities face exceptional challenges.

Date: 2023-09-18
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Published in Strategic Change, 2023, 33 (1), pp.23-33. ⟨10.1002/jsc.2554⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04675562

DOI: 10.1002/jsc.2554

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