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This chapter brings together a commentary on the three chapters in the part Making and Selling Craft Beer. Highlighting key themes emerging from these chapters, they were put to a seasoned brewer who owns a microbrewery which services his own pub in rural Lincolnshire. The conclusion presents a discussion between the researcher and the brewer to unpack the everyday realities of making and selling beer with particular consideration of the COVID-19 pandemic.

The UK has seen rapid growth in the number of microbreweries but a concurrent decline in public house numbers raising concerns about the sustainability of this growth. The purpose of this paper is to explore the impact of funding upon competition in the sector and the entrepreneurial characteristics of microbrewers. With an emphasis on rural-based businesses, the local economic impacts are also examined.

The research is informed by analysis of trends in both the brewing and public house sectors in the UK. Semi-structured interviews were carried out with microbrewers, including five who had received funding to support their development. These were supplemented with three days of participant observation at collaborative brewing events with 26 microbrewery owners and three microbrewery managers.

The findings indicate that the value attached to microbreweries extends beyond their economic contribution with wider outcomes including training and job creation, the preservation of listed buildings and the enhancement of rural tourism. Funding stimulated entrepreneurial responses but support for these wider outcomes ran the risk of distorting competition.

As competition increases in the sector, microbrewery owners need to become more entrepreneurial to maintain their market position. Competition is heightened by a number of lifestyle enterprises that can survive with lower profit levels while routes to market are limited by a decline in the public house sector. In such a pressured market, there is a need for clearer assessments of the impacts on local economies and entrepreneurship when grant funding is provided.

The purpose of this paper is to meet Ros Ben-Moshe, a cancer survivor – or rather thriver – and lecturer in positive psychology at La Trobe University, describes how she uses laughter to boost levity and mental health.

This case study is divided into two parts: an autoethnographic life story of Ros Ben-Moshe, followed by 10 questions and answers.

Regular laughter is an enjoyable way to stimulate the feel-good chemicals dopamine, oxytocin, serotonin and endorphins. A laughter mindset is an important tool for overall wellbeing. It can help build connections and re-frame negative situations.

This is a personal narrative and gives the perspective of one person who harnessed the benefits of laughter following a cancer diagnosis.

Laughter can be used strategically to reset our internal mindset and prime ourselves towards optimal mental health and wellbeing, even while struggling with serious health issues. Research into how and when to prescribe laughter for mental health and overall wellbeing is therefore of interest.

Social laughter is important and rewarding. For those anxious about social laughter, finding people to laugh with who do not judge you is recommended, as are affirmations to lessen anxiety.

To the best of the authors’ knowledge, this is the first case study and interview with a cancer survivor on the topic of laughter, cancer and mental health.

Plus size clothing is becoming a fashion trend worldwide due to the body positivity movement sparked off by the growing obesity rates and fat shaming incidents reported around the world. Although the problems relating to plus size clothing in the global context have been addressed, thereby establishing certain norms in the market, none of this work has proved helpful in assessing the level of customer satisfaction in the Sri Lankan plus size market. In view of this lacuna, this paper aims to probe customer preferences and identify the problems currently prevailing in the plus size women’s wear fashion market in Sri Lanka.

Data were gathered through both qualitative and quantitative methods. For this purpose, visits were made to several fashion outlets in the Colombo area offering plus size clothing to observe the available product categories, size ranges, fabrics, finishing methods and designs at each outlet. A closed-ended questionnaire survey was conducted to identify the perception of the customers on the current plus size fashion market. Semi-structured interviews with designers working at selected Sri Lankan fashion brands that catered to the plus size market were carried out to acquire an understanding of the current plus size fashion industry from the garment manufacturer’s perspective and to learn about the current construction techniques in the industry.

The results indicated that 55.6% of the plus size women who participated in the survey were either dissatisfied or only moderately satisfied with the current products available in the Sri Lankan market. The major cause for the dissatisfaction was the inability to find well-fitting clothes to suit their body proportions and the unavailability of trendy, fashionable clothes. Ideally, they preferred fashionable, comfortable, well-fitting and good quality garments. Unavailability of standardized sizing methods and lack of up-to-date information on the female body were identified as the main issues in the Sri Lankan plus size women’s wear market. Therefore, the necessity for a standardized size chart for plus size women based on Sri Lankan anthropometric data was emphasized by designers.

The findings will be useful for the Sri Lankan apparel producers as well as retailers as they will have a better understanding of not only the fit and aesthetic preferences but also the overall shopping preferences of plus size women. This will help them to develop marketing strategies to cater to this Sri Lankan niche market segment, as currently there is no documented information on plus size Sri Lankan women’s clothing preferences.

This case describes the innovations of a medical practitioner over six decades of practice. It provides an opportunity to the participants to analyse the motivation, processes, constraints and outcomes or innovating efforts of individuals as opposed to corporates. During his career Dr. Shah has experimented with novel methods of treatment, applications of known solutions and new product formulations. At the fag end of his career Dr. Shah is wondering whether the innovating efforts were worth their white.

The purpose of this paper is to examine the strategies and dynamics of the fledging accounting professional project in the context of boom, bust and reform in colonial Victoria. In doing so, the study provides evidence of the association of members of the Incorporated Institute of Accountants, Victoria (IIAV) (1886) and other auditors with banks that failed during the early 1890s Australian banking crisis, and addresses the implications for the professionalisation trajectory.

The study uses primary sources, including the surviving audited financial statements of a selection of 14 Melbourne-based failed banks, reports of relevant company meetings and other press reports and commentaries, along with relevant secondary sources, and applies theoretical analysis informed by the literature on the sociology of the professions.

IIAV members as bank auditors are shown to have been associated with most of the bank failures examined in this study, thereby not being immune from key problems in bank auditing and accounting of the period. The study shows how the IIAV, while part of the problem, ultimately became part of a solution that was regarded within the association’s leadership as less than optimal, essentially by means of 1896 legislative reforms in Victoria, and also addresses the associated implications.

The study reveals how a deeper understanding of economic and social problems in any context may be obtainable by examining surviving financial statements and related records sourced from archives of surviving business records.

The study elucidates accounting’s professionalisation trajectory in a colonial setting during respective periods of boom, bust and reform from the 1880s until around 1896 and provides insights into the development of financial auditing practices, which is still an important topic.

Modern emergency management policy is built around the concepts of shared responsibility and the development of resilient communities. Drawing on the Australian context, this chapter argues that giving effect to these policy directions will require negotiation between stakeholders and an inevitable trade in values, interests, and resources. The chapter identifies an apparent contradiction at the heart of modern disaster management: that improvements in establishing professional emergency and risk management services may have reduced the capacity of individuals and local communities to take responsibility for disaster preparation and response.

The purpose of this paper is to analyse the early days of marketing education by observing the first “Marketing” subject in Australia, which was taught at the University of Melbourne, and comparing elements of the early subject to the introductory Marketing subject of today.

The information used for this study was obtained from material in the University of Melbourne Archives, including calendar entries, subject descriptions, and university announcements, as well as from interviews and correspondence with various people including those in academic and administrative positions, and former students.

The origins of university-level marketing education in Australia can be seen to have been shaped by several influences, including: the external environment of the country at that time; the areas of interest of academic staff; the availability of teaching material – textbooks, academic articles, appropriate case studies, academic research papers, etc.; the academic staff and teaching materials from the USA; and the extent to which the supporting technology of marketing had changed.

By observing the development in marketing education over the years, from its beginnings in Australia at the University of Melbourne, this paper shows changes in the content which assists in the understanding of what has led to how marketing is taught in Australasian universities and colleges today.

Marketing education research usually focusses on what is happening at the moment, so the value of this study is that it is one of the few that looks at marketing education from a historical perspective.

Compiled by K.G.B. Bakewell covering the following journals published by MCB University Press: Facilities Volumes 8‐18; Journal of Property Investment & Finance Volumes 8‐18; Property Management Volumes 8‐18; Structural Survey Volumes 8‐18.