Entrepreneurship in an Adverse Environment: The Case of Taybeh Brewing Company - Palestine

Abstract

Taybeh Brewing Company (TBC), a nine year old Palestinian SME, is the first and only micro-brewery in the middle east and is currently being run by motivated and customer focused owners who are working very hard on improving customer loyalty towards Palestinian products in light of the fact that the only current competitors for it are foreign and Israeli products that are usually perceived as higher quality products in the local market. Furthermore, readiness to utilize information communication technology to better serve the customer and increase its global competitive ability is available and accessible at TBC.