PhD Study on Marketing in the Beer Industry

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School of Management, Information Technology and Governance Lecturer Dr Roger Salisbury’s students and colleagues applauded with enthusiasm and ululated when he was awarded a doctoral degree during the April Graduation ceremonies in Pietermaritzburg on 21 April.

Salisbury and his family are passionate about studying. He said: ‘My wife has graduated with an MSc in Chemical Engineering. One daughter is writing up her DPhil in Electronic Engineering, another an MSc in Veterinary Science and the third is starting her Masters in Civil Engineering.’

“An analysis of Complementary Competence Co-Branding Potential in the Beer Industry” was the title of his thesis which was supervised by Professor Charles O’Neill.

His study explores how small businesses could overcome the barriers to entry and compete in the South African and international brewing industries dominated by large multinationals.

An important provision of the SA Liquor Act that came into effect in 2004 attracted him to the brewing industry. He explained: ‘The Act seeks to promote the development of a responsible and sustainable liquor industry that facilitates the entry of new participants and diversity of ownership in the industry with an ethos of social responsibility.'

‘Previously my interests lay in exploring supply chain strategies that can assist smaller companies to compete with larger companies and multinationals. However, in the brewing industry the major challenges that new entrants and smaller players face relate to marketing,’ added Salisbury.

Salisbury’s study also investigates the potential role that co-branding can play in overcoming these challenges and describes some interesting synergies that benefit both large and small players party to a co-brand.

While conducting his research, he had the opportunity to spend time at the brewing institute attached to Berlin University. He is planning to publish parts of his thesis and to continue the process of generating new knowledge.

Hazel Langa