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• W3100668891 abstract "Beer farm, or agricultural microbrewery, is a specific type of microbrewery. The production of agricultural beer represents an opportunity for both the farm and the territory, being at the same time a method for farm activity diversification and an engine for the development of local production model. Beer processing directly on the farm represents a deepening strategy that can act as a stimulus for a broadening strategy, such as the development of farm visits and beer tastings. Beer farms, unlike other microbreweries, can indicate on the label of their products the term “Agricultural Beer,” thus implementing a further differentiation strategy. At a territorial level, the development of beer farms can create relationships along the production chain, adding value to products and creating a real development opportunity for the entire economic system. The chapter aims to outline a cognitive framework of an agricultural brewery operating in Tuscany, exploring the weaknesses and strengths related to the production of agricultural beer, as well as the strategies adopted by the farmer to achieve a competitive advantage on the market. We adopt a qualitative methodology based on narrative approach, a text analysis method to explore the phenomenon under study. Our findings demonstrate that the beer farm perceives the following elements as the main business success factors: the use of local raw materials and typical special ingredients mainly coming from a short supply chain and a wide range of beers. The company essentially adopts a product leadership strategy, which enables it reaching a niche of consumers who are capable to recognize quality craft beer and sensitive to the territorial identity of the product." @default.
• W3100668891 created "2020-11-23" @default.
• W3100668891 creator A5072521983 @default.
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• W3100668891 date "2021-01-01" @default.
• W3100668891 modified "2023-09-25" @default.
• W3100668891 title "Beer farms in Tuscany: a case study" @default.
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• W3100668891 doi "https://doi.org/10.1016/b978-0-12-817734-1.00011-2" @default.
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