We conduct an empirical case study of the U.S. beer industry to analyze the disruptive effects of locally-manufactured, craft brands on market structure, an increasingly common phenomenon in CPG industries typically attributed to the emerging generation of adult Millennial consumers. We document...

We conduct an empirical case study of the U.S. beer industry to analyze the disruptive effects of locally-manufactured, craft brands on market structure, an increasingly common phenomenon in CPG industries typically attributed to the emerging generation of adult Millennial consumers. We document...

Front Cover -- Handbook of the Economics of Marketing, Volume 1 -- Copyright -- Contents -- Contributors -- Preface -- 1 Microeconometric models of consumer demand -- 1 Introduction -- 2 Empirical regularities in shopping behavior: The CPG laboratory -- 3 The neoclassical derivation of an...