Craft businesses present a growth opportunity with an alternative value proposition and are expected to contribute to society by creating employment opportunities and promoting local economies. In order for start-ups in this sub-category to realize growth, it is important to have insight on the characteristics of entrepreneurship that lead to growth while maintaining the identity as a craft business, the choice of equity-based crowdfunding as a method for scale-up and the new governance structures to be formed, and the potential as well as the challenges of the choice. This study aims to gain such insights from the case study of BrewDog, a UK-based craft beer start-up that has achieved outstanding growth utilizing equity-based crowdfunding (CF). The case shows that decision-making and entrepreneurial behavior under uncertainty in its start-up phase can be characterized as the practice of effectuation, a nonpredictive decision-making logic. Also, in scale-up, it is shown that effectual entrepreneurs shape their businesses through relationship building with involved parties. While the potential of equity-based CF to utilize relationships with customers in craft businesses is presented, the formation of new corporate governance structure with multiple stakeholders, including investment funds, in the later stages of growth, is argued as well as its function and challenges. Under the new governance structure, entrepreneurs can use corporate governance techniques that utilize checks and balances between multiple stakeholders to secure management control while maintaining the identity of the craft business. The customers, who join the stakeholders as shareholders through CF, act as anchors for maintaining the identity.
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