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Pages: 17

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Task A

1. Introduction of Business Report And Reflection: Brewdog

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The report is made to discuss the leadership at the Brewdog, it talks about the styles of leadership that the company is using and what kind of major the company is considering in measuring the effectiveness of innovation and creation they are applying to their products. the report also highlights the organizational structure, culture, and diversity the company is practicing. It includes the key feature of the corporate social accountability of the company and what majors the company is taking to fulfil its contribution towards the community. The major aim of this report is to grow a proper business report of the company Brewdog which helps in analyzing the impacts and effectiveness of the internal as well as external factors of the environment on the company. 

The report highlights the company Brewdog which is a popular multi-national brewery company and a pub chain established in Scotland, founded in 2007 by Martin Dickie and James Watt, who own 46 percentage of the company (Smith, 2018). The company manufacture over 800,000 hectolitres. The company claims that it is the number one Craft Brewer in all of Europe. The company is also famous because of its controversies which highlight the treatment of employees, usage of unethical business practices, and hypocrisy in the context of its branding. 


2. Leadership at Brewdog

Leadership is all about risks and challenges, a leader motivates subordinates for achieving the goals and objectives of the company. The leader measure company’s success by observing the team's capabilities and efficiency toward the achievement of goals and learning new skills (Silva, 2016).

Leaders have an exclusive style that makes them unique from others. These different types of leadership styles help the company to decide which type of leader is required. There is various leadership style that the leader can follow in the company to achieve organizational goals and objectives. 

Autocratic leadership

Is leadership style in which a leader has full control over his team is known as an autocratic leader. Moreover, the team is trained to follow the path provided by their leader (Yahaya and Ebrahim, 2016). 

Laissez-Faire leadership

It is a French term that means let them do, in this style the leader trusts the employees or team members regarding minimal interference and direction. This leadership style is commonly found in entrepreneurial start-ups in which the founder fully trusts their team members by which the team can focus on executing company strategy (Al Khajeh, 2018). 

Democratic leadership

In this, the team members as well as the leader equally contribute to actualizing the goals of the business. 

Bureaucratic leadership

In this type of style, the leader strictly obeys the rules and policies of the organization.  

Company’s leadership style

The case company known as the punk brewing company Brewdog is popular for its playful marketing campaigns. But the company has faced an allegedly masked toxic work culture stated by former employees working in the company, the employees describe the built cult of personality. The company follows a corporate cult of personality in which the organization revolves around the leader's ego and success is presented as the outcome of a person. The company is following a alternative of personality leadership style (Smith, 2018). This leadership style is successful in attracting investors and brings the strength of personality which often attracts opportunities. This leadership style is usually followed by start-ups and is often a result of a culture that prioritizes speed and growth over everything.


The company is very much involved in innovation and creation as the company is quite popular in its innovation and marketing techniques. The company is a troublemaking thinker as its strategy, and marketing is built, a customer offering of a uniquely branded product that captures the imagination. The product has already created its own market space. The company's winning innovative campaigns are 

  • Equity for punks – it is an innovative shareholder initiative; this was a European that saw recruited around 1300 craft beer passionate people who were willing to become part of Brewdog and also his willingness to own a part of the brewery (Sabiaet. al.2022) It was about creating completely new paths to raise equity which will further be put towards new eco-brewery and entirely new self-sustainable and eco-friendly beer hub. 
  • Beer Golf –the company talks about a better way of spending Sunday in Fraserburgh by smashing bottles with golf. The company has its committee behind Glasgow Commonwealth Games. 
  • BrewDog Craft Beer Bars – a big leap into the unknown which was one of the most successful gambles ever made. BrewDog bars are an unpretentious place to explore, savor, and share craft beer in an environment that is empty of all soulless mainstream brands which are responsible for bringing the UK's drinks industry to its knees. These bars also have pop-up pirates and also lovely bar staff who are experts at making good homemade pizzas (Crooks, 2017).


Are there any recognizable elements of Taylorism, human relations, and bureaucracy

Taylorism refers to a production system which distributes the manufacturing procedure in which there are minor steps that diminishes the degree of skills which are need to perform every activity (Stoller, 2015). The main focus of Taylorism is to develop and upsurge productivity and also reduce training times which results in increased output levels. 

Human relationhuman relation theory focuses particularly on individual needs and behavior. It takes anrelational approach to accomplish human beings' needs, the organization is complete of informal and formal elements (Angrave, and Charlwood, 2015). In this, the formal elements of an organization are referred to as its structure. And the informal aspects of the organization involve the interface between the individual in the organization. 

Bureaucracyit is a large managerial organization that manages the all-day business of a society and government. The main function of bureaucracy is implementing the laws and policies which are made by elected officials. it also regulates several government activities. 

Is it ethical leadership

This leadership is usually determines as promoting and demonstrating suitable behavior through individual actions and personal relations within the company. Ethical leadership is very significant for various reasons, for its customers, the company and employees. For creating an ethical culture in a company leadership skills are a must, leaders help investors by making them trust the organization that is good and trustworthy. Customers of the company are more likely to be loyal when they see ethical leadership in the company. With help of this vendors and partners also feels trust and work well with the company. 

3. Organizational structure

Common characteristics evident within dominant group

The company BrewDog's mission is to brew, discover and promote craft beer and the company is also gaining devotees every day. The company says that it doesn't matter how large the pack develop, they will continuously be true to their roots, enthusiastic about crafts, and fully committed to spreading the passion for good beer. 

Brewdog company was constructed on a cult of personality, with the craft beer giant who was into proofing itself on being a company in the area in which every Gen-Z and millennial is willing to work. But the similar cult has allegedly left around 300 previous employees of the company with the fear that an open letter from Punks with the drive was published at beginning of the month (Cabras and Bamforth, 2016)

How does the company's culture relate to theoretical organizational culture models (handy or deal and Kennedy)

Deal and Kennedy’s culture model 

Terrence Deal and Allan Kennedy offer their first model of the organization culture, known as the Deal and Kennedy culture model. This model recommended that the base of corporate culture is the interlocking of six cultural sets which are as follows:

  • History – it is a common description of the past that shows the foundation for culture. the traditions make people attached to the main values on which the organization was made. 
  • Rituals and ceremonies – these are belongings that help in bringing employees together, rituals and ceremonies are part of organizational culture as they help to build a friendly environment between employees of the company. 
  • Stories –stories of corporate represent the company'svalues and record them quite dramatically and exploit employees who are humanized by values in action. Stories permits employees of the company to learn extra about what is expectable from them and also a better understanding for what the business stances for and the values of the business. 
  • Heroic figures – it is related to the stories of employees and managers in the company whose status is analyzed and evaluated because of the organization's values. These heroesserve as role models as their words and actions signal to the aspire. 
  • The cultural network – the network in the organization is frequentlywherever the most essential information is learned, these informal players involve:
    • Storytellers makes the stories which are passed on to people to encourage them toward culture. 
    • Gossipers, are people who bring spice into the current event and gives people a piece of stableand exciting information that is not fully correct. 
    • Then comes the spies, who makes available the important information to the upper level of management and severs them the information regarding what is happening in the organization.

What does BrewDog do to promote diversity and inclusion?

Inclusion and diversity retreated as a strategic importance for so many companies as it continues to address the threats to business recovery and continuity. The workforce of the company is more spread as the employees are working remotely and some are working at the physical offices or on the websites (Kirton and Greene, 2021). All these working measures further diversify challenges and highlights all the nonrelevant biases which might exist. There are different methods to promote inclusion and diversity in the workplace which are as follows:

  • Be aware of unconscious bias –knowing about the building awareness is the foremost step towards bringing change in the organization. The unconscious bias includes associations or the feeling of the bias which might be hidden under the behavior. 
  • Communicate the essentialness managing the bias – culturalhumbleness is how managers and employees can manage. This conceptincludes remaining humble and curious about the cultural difference of employees in the organization. 
  • Promote pay equity – manager of the organization needs to look forward to leveling out work and providing a fair opportunity to every employee in the company. the organization can influence analytics to identify and evaluate which workers are less paid for same work as others. 
  • Develop a training program – multiplicity training assists employees to comprehend how cultural varianceshave huge impact the working of the people in the organization and also affect the interaction between the employees (Mor Barak, 2015). Training can cover everything from concepts to communication between employees.
  • Mixing up teams – diversity of cross-section of talent permits enhancements which further encourages creativity in the team. And also,encourages diversity and inclusion in the organization's environment. 

Is it fully Inclusive environment?

The company BrewDog is accused of promoting a culture of fear in their company, the co-founder James Watt said that as we begin to undertake stocks after all these difficulties it is a very important day for Brewdog (Bellet. al. 2018). The company's focus is on letting the accused settle and take action. Mr. Watt added that Brewdog will make sure that its culture and team members are aware of existing escalation channels which further offers helps by way of counsellors and various listening group which provides the company with the facilities of feedback from employees. It also offers an independent review of the organization's culture and also various HR practices by the company's external partner and will focus on building a program to bring positive change at all levels of the company which are related to protection of characteristics in law, race, equality in gender, sexuality, disability and age.

4. Corporate social responsibility  

Explain CSR with a triple bottom-line concept

In economies, the triple bottom line concept refers that company need to focus on social and environmental concerns as same as a company does on results. The TBL theory says that in its place of the bottom line there need to be three important factors to be considered profit, people, and the planet (González-Rodríguezet. al. 2015). A TBL search to a corporation's stage of promise to corporate social responsibility and also its effects on the environment over some time. The key concept behind the TBL is that companies need to focus as much on social and environmental issues which are part of the CSR of the companies. According to TBL theory companies needs to work simultaneously on these three important bottom lines:

  • Profit – in the context of TBL profit means more than the company is making. A company must ensure it earns fairly and ethically. This involves soliciting business partners by which it aligns compassion. It also helps show how the company develops its strategy and also financial operating plan. 
  • People – about triple bottom line people means every individual which is part of a company which is:
    • Employees 
    • Vendors

Customers' Triple bottom line focuses on to person's potential not on the financial investments in the company but still loosely involves its operations (Alhaddi, 2015)

  • Planet – the main deviation from financial commentary relates to reporting on environmental effects. A company may be enforced to lower its cost options or by becoming more environmentally friendly. A company might also select between less favourable alternatives. 

How company perform about Impact on the environment and contribution to the community

The Scottish brewery company and pub chain become carbon negative company that made the company world’s first multinational beer business to achieveits reputation. With £30 million investment plan, the company established a series of unparalleled creativities for removing carbon from the atmosphere and also helping the competefrom climate change. These contain buying the Brewdog forest in the area of Scottish Highlands which is around a 2050-acre site where company is planning to plant 1 million trees and also 650 acres of peatland over the upcoming years (Cunninghamand Barclay, 2020). 

The company's green infrastructure projects are on their way to attain their goals, recycling of waste which is collected from water, like the wind-powering of British bars, and the investment system which promotes local brewing to shorten the supply chain of the company. 

Treat their employees and stakeholders

Brewdog company was built on a cult of personality, with the craft beer giant who was into proud on itself in the area where every Gen-Z and millennial willing to work. The same cult has supposedly left around 300 pervious employees of the company with the fear that an open letter from Punks with the drive was published at beginning of the month. 

Contribute to the community

In earlier 2009 the company was not able to get investment from banks so it invited a community of beer lovers to join the company and invest in it. According to a recent report, the company has around 200,000 equity punks shareholders all across the globe, which is further increased to £31 million (Watt, 2016) The Company was accused of a toxic working environment, its co-founder apologized to more than 60 employees in an letter that full of concern among the company's shareholders. The founder presented to engage with every kind of former or past employees all those who wanted to discuss the environment at the Aberdeenshire brewery that was further respondent of creating a culture of fear in the organization. 


The report concluded the leadership at the Brewdog, a Scottish craft beer firm.  The report talks about the styles of leadership that the company is using and what kind of major the company is considering in measuring the effectiveness of innovation and creation in their organizational culture. the main highlights of this report are about the working environment of the company which company was accused to have a toxic environment and report also discusses the deal and Kennedy culture model which the company can consider adopting. The main conclusion of this report is the recently accused on the company and how the company is managing to resolve this problem by considering options to improve its organizational culture and work on its CSR work. The punk brewing company Brewdog is well-known for its humorous marketing strategies. But according to former workers, the corporation has a hidden poisonous work environment; these workers describe a built-in cult of personality. The business practises corporate cults of personality, in which the leader's ego serves as the centre of gravity and success is seen as a personal achievement. Corporate culture is the important for the success of the company or its disappointment. A well-managed culture can help the company to reach its goals and earn success. But the incorrect culture will affect the capability to adapt to the fast-moving world which will cause failure for the company.


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Alhaddi, H., 2015. Triple bottom line and sustainability: A literature review. Business and Management Studies1(2), pp.6-10.

Angrave, D. and Charlwood, A., 2015. What is the relationship between long working hours, over-employment, under-employment and the subjective well-being of workers? Longitudinal evidence from the UK. Human Relations68(9), pp.1491-1515.

Bell, E., Mangia, G., Taylor, S. and Toraldo, M.L. eds., 2018. The organization of craft work: Identities, meanings, and materiality. Routledge.

BREWDOG, 2021. BREWDOG 2021 FINANCIAL RESULTS. (Online). Available through :<https://presshub.brewdog.com/presshub/brewdog-2021-financial-results>. (Accessed on 22/11/2022). 

BREWDOG, 2022. BREWDOG IMAGE VAULT: BREWDOG LOGO. (Online). Available through :<https://presshub.brewdog.com/presshub/brewdog-logo>. (Accessed on 22/11/2022). 

Cabras, I. and Bamforth, C., 2016. From reviving tradition to fostering innovation and changing marketing: The evolution of micro-brewing in the UK and US, 1980–2012. Business History58(5), pp.625-646.

Crooks, J., 2017. BrewDog in America.

Cunningham, J. and Barclay, S., 2020. Craft beer sector collaboration in North East Scotland: The role of individual success. The International Journal of Entrepreneurship and Innovation21(4), pp.263-274.

González-Rodríguez, M.R., Díaz-Fernández, M.C. and Simonetti, B., 2015. The social, economic and environmental dimensions of corporate social responsibility: The role played by consumers and potential entrepreneurs. International Business Review24(5), pp.836-848.

Kirton, G. and Greene, A.M., 2021. The Dynamics of Managing Diversity and Inclusion: A Critical Approach. Routledge.

Mor Barak, M.E., 2015. Inclusion is the key to diversity management, but what is inclusion?. Human Service Organizations: Management, Leadership & Governance39(2), pp.83-88.

Sabia, L., Bell, R. and Bozward, D., 2022. Using equity crowdfunding to build a loyal brand community: The case of Brewdog. The International Journal of Entrepreneurship and Innovation, p.14657503221086101.

Silva, A., 2016. What is leadership?. Journal of Business Studies Quarterly8(1), p.1.

Smith, R., 2018. the BrewDog business story. Research Handbook on Entrepreneurship and Leadership, p.403.

Smith, R., 2018. The rise of the underdogs: situating and storying ‘entrepreneurial leadership’in the BrewDog business story. In Research Handbook on Entrepreneurship and Leadership. Edward Elgar Publishing.

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Watt, J., 2016. Business for Punks: Break All the Rules--the BrewDog Way. Portfolio.

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Task B: Reflection

Working in groups enables individuals to interact and show how well they get along with others. Collaboration is the process of individuals with various personalities and abilities coming together to work toward a common objective. Explicit goals are achieved and met when a group is working flawlessly. Cooperation is essential for achieving a shared objective in a collective activity. Each component takes on a job and embraces a variety of integrated obligations. Because each individual provides a unique perspective to the group that needs to be taken into consideration, conflicts and disputes may occur during various stages of cooperation.

I developed my colleague persona using the seven categories of balanced colleagues she describes in her programme. We will all need to introduce our groups to one another when we are undergraduates. Because it "is a fruitful alternative to or expands the usual report," this task report approach is crucial. Preparing the understudy for inclusiveness, teamwork, interpersonal skills, and logical thinking may change the understudy's educational experiences, according to Tripathy, (2018). Given this, it is critical from our perspective to evaluate what we have learned and done via the group introductions. I would consider the group show's lessons and experiences.

There were numerous conflicts that developed during making the presentation. The Five Strategies for Resolving Conflict allowed us to find a solution to the issue. The report Task A discusses the leadership philosophies employed by Brewdog and the types of criteria that the business is taking into account when assessing the success of invention and creation within their corporate culture. While working on the task I learned that in future I have to adopt the strategies such as Withdraw, contest, concede, cooperate to reach the objectives of the agreement report. Any cycle stream or hierarchical structure will have disagreements, or in less technical terms, assessment differentiation REGULATIONS, (2019). Compromise tactics are used by the associations to pinpoint internal and external elements that have an impact on business operations.

The structure of these mechanisms also depends on the type of conflict and the board's capacity to resolve unforeseen conflicts. This design exemplifies an essential fundamental approach for the beginning board. There are four distinct strategies: pull-out, challenge, yield, and partnership as cited by Martin, Ritzhaupt, Kumar and Budhrani, (2019). The division of the difference in the middle also addresses the idea of meeting halfway. 

Every compromise plan offers a unique strategy for better performance in future and some of them are:

Withdrawal is a tactic used by people to avoid conflict. This is advantageous for swiftly averting confrontations.

Challenge: Competitive strategies that determine success or failure.

Yield is a pragmatic tactic when one side accedes to the needs and wants of the other.

Team up: integrating the thoughts and conclusions of numerous people.

Subtract the difference: Utilize the assistance of the two players to create a proper arrangement.


Building quality teamwork to achieve excellence in business organizations. International research journal of management, IT and social sciences, 5(3), 1-7.

Martin, F., Ritzhaupt, A., Kumar, S., & Budhrani, K. (2019). Award-winning faculty online teaching practices: Course design, assessment and evaluation, and facilitation. The Internet and Higher Education, 42, 34-43.

REGULATIONS, A. (2019). Student Learning Outcomes.

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