조직생태학 이론 관점에서 수제맥주 브루어리 사업의 생존전략 연구: 국내 어메이징 브루잉 사례를 중심으로

초록

In Korea, the craft beer market has grown rapidly. The craft breweries have provided consumers with a new value proposition by introducing diverse beer flavors and the culture of brewery pubs. Korean craft breweries began as startups, and expanded their businesses with venture capital. Although Korean craft breweries are experiencing a management crisis, most research on craft breweries has largely focused on customer choice. Therefore, to foster the growth of the craft beer industry and expand consumer choice, research is needed to ensure the survival and growth of craft breweries. This study examines Amazing Brewing, a Korean craft beer startups, from the perspective of organizational ecology theory. The organizational ecology theory were used as theoretical frameworks for this study. The results of this study show that Amazing Brewing was initially established through successful niche exploration and variation. Amazing Brewing was chosen by the market but failed to adapt to the changing environment during the pandemic. This study analyzes the causes of management crisis of Amazing Brewing. Also, we propose strategies for survival. It has theoretical significance by analyzing the Korean craft industry from perspective based on organizational ecology theory. The framework of organizational evolutionary stages presented in this study can serve as an analytical framework for other industry. Furthermore, this study offers insights by identifying the causes of crises in craft breweries. It also suggests directions for fostering an entrepreneurial ecosystem.

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