Cheers to business lessons from the Dutch brewing industry

There are business lessons to be learned from the Dutch beer industry, because it seems to be one of the few industries which – in spite of domination from powerful players such as Heineken and Bavaria – has seen many individuals starting up successful new breweries. New research by PhD candidate Jochem Kroezen of Rotterdam School of Management, Erasmus University (RSM) shows that the key to successful rejuvenation in this sector is a combination of the resistance of consumers to established brewers, and building on the legacy of old breweries. Kroezen also demonstrates other industries can benefit from his findings on the revitalisation of the brewing sector.