Prof. Sam Holloway was featured during an industry keynote at the Orchestrated 2017 conference in Portland. Since he couldn’t be there, they asked him to pre-record a video from Amsterdam about his sabbatical and what he was learning about the European beer market.
The Pamplin School of Business collaborated with OBEER, Orchestra Software and their industry leading brewery management software, OrchestratedBEER to incorporate their software and training materials into the Pamplin online certificate in craft beer business strategy and as an extra add on to BUS 741 – Strategic Operations and Controls.
Beginning in 2015, Mark Meckler was the keynote speaker at the Orchestrated 2015 user conference. I followed up as a keynote in 2016, and then this video was incorporated in 2017 into the industry keynote delivered by Orchestra CEO, Brad Windecker. In addition, several Orchestra employees have completed our entire certificate (all 3 courses) over the past two years.
We are looking forward to what the future holds in the craft beer business industry. We also are proud to be part of the education that helps businesses succeed.
In that effort to be part of educating the entrepreneurs in the industry, Prof. Holloway and Prof. Meckler have launched their new text book called Crafting A Strategy.
The textbook is a result of helping craft beer business owners learn about their businesses over the last ten years. This new book brings more insight into the strategic thinking and processes that existing strategy management textbooks do not have. “Our industry of choice is the craft beer industry, which has seen incredible growth as consumers flock to small and independent craft breweries. By listening to what craft beer business owners wanted, we realized existing strategic management textbooks were not working. By listening to brewery owners tell us what you as students should know to be successful; we realized these success factors applied to any industry that any student might want to enter. By learning about the crowded market place these entrepreneurs operate in and the daily challenges they must overcome, we learned that the traditional strategic management theories still applied – in fact they were incredibly robust!” – Mark Meckler and Sam Holloway (from an interview for TopHat.com)
If you are interested in learning more about the book, click on this link.
The keynote for the conference can be seen here!