About the VIDEO

Ted Hartnell explores and attempts to give answers to the age-old question: Is beer a commodity? By exploring the history of the beer industry, Ted provides insight into how despite prohibition breweries moved from a geographically-limited venture to four breweries that sell beer to consumers all around the States. Despite the hold that the four breweries have, there has been an increase in microbreweries that in a way in bring the story of the beer industry full circle. In this talk you will explore: the four phases that many goods in several industries take from specialized product to commodity how marketing and competition unsettles the status quo and where you can perhaps start to rethink your products if there is room in your industry and market to lift prices, leverage pricing power, and command more margins Ted Hartnell has spent over 20 years in engineering, solution architecture and pricing analysis. He has an Engineering degree (EECS) from Sydney University, and an MBA from UC Berkeley. Ted’s post-graduate research was conducted at Dartmouth College.