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Sustainability in the Beer and Pub Industry During the COVID-19 Period: An Emerging New Normal

Singh, P.; Brown, D.M.; Chelekis, J.; Apostolidis, C.; Dey, B.L.

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Authors

P. Singh

D.M. Brown

J. Chelekis

B.L. Dey



Abstract

The COVID-19 pandemic created significant challenges for the British pub industry, due to the uncertain conditions caused by the virus, changes in consumption patterns and government measures. Studies recommend that organisations adopt innovative and flexible business models to generate added value for customers and other stakeholders as a survival and growth strategy. However, such measures require business ecosystems which encourage co-creative engagement. This qualitative study extends the concept of value co-creation beyond its current boundary as a customer-driven experiential paradigm, reconceptualising it as a driver for societal benefits. Over the period March – December 2020, we carried out in-depth interviews with pub and brewery owners, managers, and customers, combined with netnographic and offline observations of pubs’ engagement with customers. We uncovered three stages of strategies and innovation during this period, which we term ‘survive’, ‘secure’, and ‘sustain’. We demonstrate how multiple stakeholders benefit from the innovations of pubs and breweries negotiating each stage, advancing current scholarship on sustainable value co-creation.

Citation

Singh, P., Brown, D., Chelekis, J., Apostolidis, C., & Dey, B. (2022). Sustainability in the Beer and Pub Industry During the COVID-19 Period: An Emerging New Normal. Journal of Business Research, 141, 656-672. https://doi.org/10.1016/j.jbusres.2021.11.066

Journal Article Type Article
Acceptance Date Nov 22, 2021
Online Publication Date Nov 26, 2021
Publication Date 2022-03
Deposit Date Nov 30, 2021
Publicly Available Date May 26, 2023
Journal Journal of Business Research
Print ISSN 0148-2963
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 141
Pages 656-672
DOI https://doi.org/10.1016/j.jbusres.2021.11.066
Public URL https://durham-repository.worktribe.com/output/1221805

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