Marketing Agility in Family-Owned Breweries: A Systematic Literature Review and Research Agenda

The global economy is significantly influenced by family firms, which play a crucial role in shaping and sustaining the so-called real economy. Many flourish in the brewing sector, particularly in the area of craft and microbrewery. Such family firms often have strong community ties, multi-generational leadership and deeply rooted cultural values that influence how they conduct business, both within and outside the organisation. Furthermore, they operate in an industry characterised by a unique blend of cultural identity, emotional branding and a focus on niche markets. Few previous studies have comprehensively approached the topic of marketing agility in family-run brewing businesses. This study provides decision-makers in the brewing industry, particularly those in family-owned businesses, with a research framework for applying agile marketing strategies to improve responsiveness, drive innovation and maintain competitiveness.