We all strive to achieve a feeling of place-based belonging, and in Australia, so do our distilleries. This research explores how the Australian alcohol industry shifted from its reputation for low-quality, mass-produced alcohol products – to one that translates authenticity across international borders.
The challenge
In order to achieve premium appeal and high value, internationalising craft firms construct place-based authenticity – differentiating themselves from large-mass producers. This phenomenon is highlighted in the case of Australian distilleries, an industry that, not long ago, had a global reputation for low-quality, mass-produced alcohol products with little connection to place. This research aims to identify the symbolic and cultural resources that internationalising firms use to succeed in craft markets – with a particular focus on how different firms develop their authenticity across borders (and how it might substantially differ).
Solution
Through interviews and observations of small-scale and independent craft producers across Australia (that actively engage in internationalisation) the project team will build a theoretical model explaining the process of how firms infuse their products with a sense of place across borders. The research team aim to understand how the institutional and structural environments in which the firms are inhabited reshape the process of how they infuse their products with a sense of place.
Outcome and impact
The research aims to inform industry practice via contribution to international business and organisational institutionalism literature. Findings will be disseminated through quality peer-reviewed journals; international conferences; and the news section of the Australian Distillers Association. The researchers aim to engage with industry stakeholders and academics; describing the most common occurring difficulties craft firms experience during their internationalisation, and presenting features successful internationalising craft firms have in common.
Build resilient infrastructure, promote inclusive and sustainable industrialisation and foster innovation
