Agora acabo de ler estes trechos de "Geographic Patterns of Craft Breweries at the Intraurban Scale" de Isabelle Nilsson, Neil Reid & Matthew Lehnert, publicado por The Professional Geographer.
"The emergence, growth, and success of the craft brewing industry are a David versus Goliath story.Quando ontem à noite em "Strategy For a Networked World" de Ramírez & Mannervik li:
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as an industry takes on an oligopolistic structure, it often produces an increasingly homogeneous product (American pale lager) that depends on economies of scale in production, marketing, and distribution to perpetuate its success. Although American pale lager has historically satisfied the palates of most Americans, there emerged a growing segment of the population that preferred craft beer. Craft beer drinkers prefer craft over mass-produced beer for a number of reasons, including its greater variety in terms of styles and flavors; the independent, local, and small-scale nature of craft breweries; and the innovative nature of the industry, which means that there are always new beers to sample. The growing popularity of locally produced craft beer mirrors what has happened in other food- and drink-related sectors; witness the increasing number of farmers markets and wineries across the country.
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Early craft beer drinkers have been referred to as insurgents or rebels, who identified a “hot cause”—a desire for more choice in terms of taste, quality, and styles of beer. Hot causes, however, require “cool mobilization”; that is, someone must engage in actions that challenge the status quo and turn desire into reality.
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Home brewing clubs provided a venue where individuals could hone their skills, experiment with new recipes, and share ideas with fellow enthusiasts. The clubs were critical in developing the culture of collaboration that is a cornerstone of the industry today. They also became the places where the seeds of revolution were sown, a revolution that manifest itself when, one by one, some home brewers decided to commercialize their hobby. Collaboration was particularly valuable for the early home and commercial craft brewers, as there existed only a small number of books on the brewing process. Hence, home brewing clubs became places where knowledge was traded and collective learning occurred. Home brewing clubs were akin to communities of practice. They were also places where tacit knowledge, such as demonstrating how to make and use brewing equipment, was exchanged."
"Collaboration is at Least as Important as CompetitionE:
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in the VCS aproach to strategy, collaboration is at least as important as competition. The decisive strength lies in how well the interactions within the VCS enable values to be co-created, i.e. on how well the actors collaborate, and how capable they are to attract and keep actors to collaborate with. This means that the roles they are offered in a VCS have to be attractive.
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It follows that the ability to invite, interest, enroll, and mobilize others into one's VCS is more important than focusing on competing with opponents who provide similar products or services and have designed competing VCS.
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competing organizations also can engage each other in collaboration to achieve a common value.
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Collaboration helps the pie to get bigger for everyone; competition is about what size of a given pie one might take.[Moi ici: Este trecho é certeiro!]
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The VCS framework invites and allows a focus on how to come together to "make the pie bigger", enabling better, and more varied types of value to be co-created among actors, by actors, and with and for other actors - jointly."
"In a networked world, co-designed configuring offerings imply that strategy is as important in terms of collaborative advantage as it is in terms of competitive advantage - perhaps even more so. It is a world of business where those who design offerings with others create better design and value than others who do not collaborate in the designing."
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