Competition, Promotion, and Activities of Microbreweries during the COVID-19 Pandemic

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F22%3A43905282" target="_blank" >RIV/60076658:12510/22:43905282 - isvavai.cz</a>

Result on the web

<a href="https://www.deturope.eu/pdfs/det/2022/01/04.pdf" target="_blank" >https://www.deturope.eu/pdfs/det/2022/01/04.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.32725/det.2022.004" target="_blank" >10.32725/det.2022.004</a>

Result language

angličtina

Original language name

Competition, Promotion, and Activities of Microbreweries during the COVID-19 Pandemic

Original language description

The microbrewery market in the Czech Republic has experienced a tremendous boom, especially in the last 15 years. Recently, people have liked to try new things, and there is a growing demand for non-traditional types of beer offered by these companies. However, due to the COVID-19 pandemic, microbreweries have had to reduce activities or even close facilities. The paper aims to examine microbreweries&apos; perception of competition threat, promotion, and activities during the COVID-19 pandemic in the Czech Republic. We examined the differences related to four microbreweries&apos; characteristics: the location of the facilities, the scale of the operations, the annual volume of beer production, and the number of years in business. The questionnaire survey was carried out in 105 microbreweries. We used statistical methods of Kruskal-Wallis ANOVA, Mann-Whitney test, and Pearson&apos;s Chi-square test to prove research working hypotheses. The results show that microbreweries do not consider the threat of competition high. The beer production volume factor influences this perception of competition. We found that enterprises make the most use of websites and customer referrals in their promotions. We proved that the use of the web depends on the range of business activities. Finally, we analyzed the direct impacts of the COVID-19 pandemic on microbreweries. The vast majority of the enterprises partially kept the operation running. Interestingly, some enterprises have taken advantage of the current situation to diversify their activities and look for new opportunities. The main factors that varied between enterprises, in this case, were the range of activities and years in business. The paper&apos;s originality is related to the first attempt to analyze the COVID-19 impact on the breweries during the lockdowns and government restrictions.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

DETUROPE - Central European Journal of Regional Development and Tourism

ISSN

1821-2506

e-ISSN

—

Volume of the periodical

14

Issue of the periodical within the volume

1

Country of publishing house

RS - THE REPUBLIC OF SERBIA

Number of pages

22

Pages from-to

65-86

UT code for WoS article

000822887000004

EID of the result in the Scopus database

2-s2.0-85134471466