Collective Strategic Action Conceptualisation by Quebec Craft Microdistillers: A Mixed Methods-Based Approach

Abstract

The objective of this paper is to better understand the collective strategic action conceptualisation by craft microdistillers in Quebec, at the emerging phase of the sector, using group concept mapping (GCM). The estimated concept map displays action clusters regarding: Communications; Promotion and Branding; Institutional Partnerships and Collaborations; Market Development; Barriers to Entry; Collective Vision and Values; Quality Development; and Industry Development and Support. The contribution of the paper is three-fold: methodological, empirical, and practical. Methodologically, results are spatially distributed estimates of agreement levels among craft microdistillers regarding their conceptual representations which exhibit underlying systemic tensions and cohesion. Empirically, results provide perception measures of the relative importance and feasibility of the action set to be undertaken by craft microdistillers. Practically, results are used to articulate the potential evolution and impact of actions using the resource-based-view of the firm and dynamic capabilities notions as interpretative lenses. This contribution fills a void regarding entrepreneurial conceptualisations related to collective representations and perceptions of the entrepreneurial action set in emerging associations of alcohol producers whether spirits, wine, beer or cider, and in entrepreneurship and small business management research more generally, as they are seldom examined at the nascent phase of a sector.