Exploring multi-stakeholder value co-creation as an entrepreneurial approach to survival and sustainability: The case of Pennine Pubs

Brown, David, Apostolidis, Chrysostomos, Singh, Pallavi, Dey, Bidit L. and Chelekis, Jessica (2022) Exploring multi-stakeholder value co-creation as an entrepreneurial approach to survival and sustainability: The case of Pennine Pubs. The International Journal of Entrepreneurship and Innovation. p. 146575032211451. ISSN 1465-7503 (In Press)

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Abstract

This case focuses on the entrepreneurial use of a multi-stakeholder co-creation strategy to emerge stronger from challenging trading conditions. It examines how Pennine Pubs, an SME operating several rural public houses in the North of England, adapted its commercial strategies to deal with government-enforced Covid-19 lockdowns. Pennine Pubs’ Managing Director, Bob Woodsmith, is currently considering how to build upon the multi-stakeholder co-creation strategy which emerged quickly immediately before and during the first lockdown period, when customers were prohibited from visiting pubs. He expects the outcome to be a more refined and sustainable commercial strategy which retains the most significant benefits of his lockdown-period innovations. The case considers how co-creation theory is applied as a reaction to unforeseen business challenges, and how it can underpin proactive strategies to capitalise upon more favourable trading conditions. The concept is explored in the context of rapidly evolving, unpredictable, and highly problematic constraints upon retail trade, and the ‘new normal’ of customers returning to retail premises, albeit with expectations modified by their recent experiences. Finally, the case also considers the impact of SMEs collaborating with suppliers, customers and other stakeholders to co-create mutual value which is commercially sustainable.

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