Storytelling : Brewing up a Community at Windsor and Eton. / O'Brien, Justin.

SAGE business cases. SAGE Publications Ltd, 2016.

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)

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Storytelling : Brewing up a Community at Windsor and Eton. / O'Brien, Justin.

SAGE business cases. SAGE Publications Ltd, 2016.

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)

Harvard

APA

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Author

O'Brien, Justin. / Storytelling : Brewing up a Community at Windsor and Eton. SAGE business cases. SAGE Publications Ltd, 2016.

BibTeX

@inbook{37b29ac01e8b4cb0a86fe4aaa185b654,
title = "Storytelling: Brewing up a Community at Windsor and Eton",
abstract = "Invoking the powerful storytelling vernacular, inspired by Windsor and Eton Brewery's head brewer and case protagonist Paddy Johnson's favoured communication approach, this craft beer case study uses three stories to provide a narrative framework. The first tale is a {\textquoteleft}David versus Goliath{\textquoteright} analogy that describes the competitive context of the craft brewing renaissance. It is followed by {\textquoteleft}The merry Windsor wives on Facebook,{\textquoteright} which considers the important social media role played by non-executive family members. The case concludes with {\textquoteleft}We are what you are not{\textquoteright}, which reflects on brand differentiation inversion approaches employed by entrepreneurial firms, such as Windsor and Eton Brewery, with modest marketing budgets. The case invites students to consider how to evolve the Windsor and Eton brand story once the start-up halo wanes.",
author = "Justin O'Brien",
year = "2016",
month = mar,
day = "6",
doi = "10.4135/9781473971486",
language = "English",
booktitle = "SAGE business cases",
publisher = "SAGE Publications Ltd",
address = "United Kingdom",

}

RIS

TY - CHAP

T1 - Storytelling

T2 - Brewing up a Community at Windsor and Eton

AU - O'Brien, Justin

PY - 2016/3/6

Y1 - 2016/3/6

N2 - Invoking the powerful storytelling vernacular, inspired by Windsor and Eton Brewery's head brewer and case protagonist Paddy Johnson's favoured communication approach, this craft beer case study uses three stories to provide a narrative framework. The first tale is a ‘David versus Goliath’ analogy that describes the competitive context of the craft brewing renaissance. It is followed by ‘The merry Windsor wives on Facebook,’ which considers the important social media role played by non-executive family members. The case concludes with ‘We are what you are not’, which reflects on brand differentiation inversion approaches employed by entrepreneurial firms, such as Windsor and Eton Brewery, with modest marketing budgets. The case invites students to consider how to evolve the Windsor and Eton brand story once the start-up halo wanes.

AB - Invoking the powerful storytelling vernacular, inspired by Windsor and Eton Brewery's head brewer and case protagonist Paddy Johnson's favoured communication approach, this craft beer case study uses three stories to provide a narrative framework. The first tale is a ‘David versus Goliath’ analogy that describes the competitive context of the craft brewing renaissance. It is followed by ‘The merry Windsor wives on Facebook,’ which considers the important social media role played by non-executive family members. The case concludes with ‘We are what you are not’, which reflects on brand differentiation inversion approaches employed by entrepreneurial firms, such as Windsor and Eton Brewery, with modest marketing budgets. The case invites students to consider how to evolve the Windsor and Eton brand story once the start-up halo wanes.

U2 - 10.4135/9781473971486

DO - 10.4135/9781473971486

M3 - Chapter (peer-reviewed)

BT - SAGE business cases

PB - SAGE Publications Ltd

ER -