WALKING THE FINE LINE: AN IDENTITY PERSPECTIVE ON CRAFTSMEN DECIDING ON GROWTH

Abstract

Craft breweries have regained popularity during and after the industrial revolution. Although, craftsmanship has seen its revival, craftsman are faced with a trade-off between firm growth and craftsmanship. This thesis asks how craftsmen balance firm growth and craftsmanship? An identity perspective on craftsmen as individuals is used. Based on an inductive qualitative research conducting eleven semi-structured interviews with Dutch craft breweries, this study demonstrates that craft brewers value craftsmanship while growing the firm. Firm growth could be realised by upscaling the production and optionally opening a hospitality environment. When growing a craft brewery, independence, control and freedom will be less distinguished and craftsmanship will be under pressure. To conclude, the identity of the craftsman influences firm growth and craftsmanship.