PhD Defence: The Renewal of Mature Industries - An Examination of the Revival of the Dutch Beer Brewing Industry
The Dutch brewing industry, though renowned for its established players such as Heineken and Bavaria, features a surprising number of small, independent breweries. Jochem Kroezen examines this 'rejuvenation' of the industry and proposes a solution which lies in the combination of the resistance of consumers to established brewers, and building on the legacy of old breweries. Lastly, Kroezen demonstrates how other mature industries can benefit from the findings.