THE GINESSAINCE & RESURRECTION OF JENEVER Understanding the role of tradition in firms during the 21st century

The jenever and gin industry of Schiedam has faced a turbulent environment throughout its entire history. With the recent uproar of popularity surrounding the new gin trend, consumers have been increasingly seeking for the tradition behind the product. This search for tradition pathed a way straight to the doors of Schiedam. Thanks to the ‘ginessaince,’ the jenever industry in Schiedam has presently found itself facing a resurrection. The jenever and gin production has been recognized as a traditional craft in the city of Schiedam. In fact, Schiedam is one of the few regions in the world where the production of jenever is protected under the European Union’s PDO. On the other hand, in order to maintain a strong presence in the spirits market, the firms in this industry find themselves facing challenging times where imperative considerations have to be taken in order for this new trend not to turn into a fad, but rather to allow the industry a chance to seize this opportunity in order to jump back in the global market. Therefore, a dedicated study allows for a better understanding of the presence of tradition in the current environment presented in this industry. Taking this into consideration, the research seeks to study the role that tradition plays in the firms of the jenever and gin industry of Schiedam. To conduct a successful study and better understand the role of tradition in the firms, the research will focus on specific themes such as innovation, place, and resource-based market structure, while observing why and how they are intertwined with tradition. By relying on a holistic approach, this research will build upon theoretical framework based on concepts such as resource-space market structure, Innovation Through Tradition, as well as the importance of terroir and cluster in the food and beverage industries. In order to do so, the research uses qualitative methods designed with in-depth interviews, involving seven major stakeholders of the jenever and gin industry of Schiedam, with aims of achieving a thorough analysis for the results of this specific case study. In addition, the findings of this study will allow for similar cases and industries to understand the implications that tradition may have in the firms involved. The outcomes of this research prove the vital role that tradition has in the gin and jenever industry of Schiedam, as well as its implications on a firm level (i.e. branding, place, marketing, production & innovation process) and on an industry-level (i.e. competition and cooperation).