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Abstract

Although the participation of craft breweries in the Mexican market is minor than five years, they have demonstrated their tractor capacity to integrate other actors in the value creation process in the beer industry. In this way, this activity offers an area of study for strategic management and responds to the question of how to generate an opportunity on a highly concentrated market, with competitors with large economies of scale and where the culture of consumption is as "new" as the product. The objective was to analyze the relationship between craft breweries, the form and content that sustains their interaction under the approach of value network in a qualitative way. For this study were performed 30 interviews to decision makers of craft breweries which were selected to non-probabilistic form. There were identified four types of craft breweries: microbrewery, Brewpub, Contractor and Regional. The relationship between them is focused on three activities: recommendations for ingredients, the production process and suppliers of inputs and equipment rental, nevertheless, there is no a clear vision of network between them. The formation of the strategic network will promote the organizational behavior, orientated to the creation of sustainable value and leadership to meet collective goals.

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