Increasing competitiveness of a microbrewery: A case study of the U Fleků Brewery, Prague

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F17%3A63516361" target="_blank" >RIV/70883521:28120/17:63516361 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.21003/ea.V164-20" target="_blank" >http://dx.doi.org/10.21003/ea.V164-20</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.21003/ea.V164-20" target="_blank" >10.21003/ea.V164-20</a>

Result language

angličtina

Original language name

Increasing competitiveness of a microbrewery: A case study of the U Fleků Brewery, Prague

Original language description

The U Fleků Brewery in Prague was founded in the 15th century and it is the oldest microbrewery in the Czech Republic. Microbreweries began to spread after 1995. As for 2016, there were about 300 of them and others were being set up. The production of the microbreweries is the reaction to the industrial breweries which offer still the same beer. The competitiveness is not only visible between the microbreweries and industrial breweries, but also among the microbreweries along. In the last ten years, several new microbreweries were set up in Prague, which is a real threat to the U Fleků Brewery these days. In the research, the competitiveness of the U Fleků Brewery in 2015-2016 was studied. The author used the method of field research, observation and interview with the brewery owner and emeritus brew master of the U Fleků Brewery. When studying a competitor of this microbrewery (Narodni Brewery), the method of field research, observation and structured interview with 300 visitors was used. SWOT analysis of the U Fleků Brewery and Narodni Brewery has been realised based at obtained research information. It has been proposed that in order to maintain the interest of visitors in the U Fleků Brewery, it is essential to give more information related to the place where the Brewery and Restaurant is located; train the personnel; use social networking platforms including Facebook, Twitter and Instagram; offer souvenirs and gifts including hand fans, textile bags, postcards, scarves, straw hats, ball pens, flashcards, chocolates, etc.; provide product placement.

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

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2017

Confidentiality

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

Name of the periodical

Economic Annals-XXI

ISSN

1728-6220

e-ISSN

—

Volume of the periodical

164

Issue of the periodical within the volume

3-4

Country of publishing house

UA - UKRAINE

Number of pages

4

Pages from-to

90-93

UT code for WoS article

000406181200020

EID of the result in the Scopus database

2-s2.0-85022342483