Sustainable value: The perspective of microbreweries in peripheral northern areas

This study aims to identify some of the critically important factors in the sustainability of microbreweries in peripheral northern areas, focusing on the entrepreneurs’ understanding of sustainability. Theoretically, this study adopts the perspective of service-dominant logic on value. Methodologically, it uses an action-research approach and conducts in-depth interviews with four entrepreneurs. The findings suggest that the entrepreneurs reflect on several relevant issues in line with sustainability thinking. The perception of sustainability, especially environmental sustainability, is one subject that the entrepreneurs perceive and sometimes in conflict with the economic sustainability of their businesses. Constraints recognized include the lack of strategic planning and explicit discussions about sustainability with potential stakeholders. A critically important factor for the sustainability of microbreweries is the need for entrepreneurs to engage in wider discussions about the conceptual and practical aspects of sustainability, especially with government and community bodies.