Unveiling creativity in artisanal beer through cultural and collective intelligence: a study of market in Mexico

Purpose: The principal objective of the study is to analyze the influence of ethnicity, culture and collective intelligence in entrepreneurial creativity, innovation and marketing of artisanal beer in Mexico. Design/methodology/approach: The qualitative data have been gathered by conducting four workshops with twelve respondents in each workshop across four states of Mexico comprising Mexico City, Puebla, Queretaro and Guadalajara. These workshops were held for four hours during the pre-lunch period over the weekends, which was participated by a mix of entrepreneurs and consumers. Findings: Artisanal entrepreneurship is driven by the culture, ethnicity, collective intelligence and frugal innovations. Ethnic products generate patriotic feeling and consumption for a social cause to encourage artisans at the grassroots with the local tags. Results also indicate that social media and crowd cognition play an important role in developing creative artisanal beer. Research limitations/implications: This study is founded on the theoretical maxims of social learning theory (SCT), social cognitive theory and theory of creativity. The contextual interpretation of SCT explains the socialization of concepts by modelling emotions and behavior to derive structural experiences as observed in artisanal entrepreneurship. Practical implications: Entrepreneurs can develop brand emotions, boost anthropomorphic feelings and inculcate the sense of nationalism among consumers to market ethnic brands and develop social consciousness towards consumption of “Made in Mexico” products. Social implications: Artisanal beer face major challenge of customer outreach by enhancing the brand proximity and ethnic values. Ethnic products hold a strong image in niche market and need to be stimulated by the experience sharing through social media and community interactions. Originality/value: This research study significantly contributes to the existing literature on ethnic entrepreneurship and creativity using innovative research approach.