Lunatics at the fringe: Teaching expository documentaries with Beer Wars

As students grow up in the digital age, management professors seek new material which both educates and engages. Recent studies record the benefits of using feature films in the classroom, increasing student attention and learning. But expository documentaries from filmmakers like Michael Moore present the unique challenge of teaching with a biased informant. This article examines the use of one such documentary, Beer Wars (Baron, 2009), as a substitute for written cases on industry evolution. We argue that, through documentary techniques, Beer Wars effectively details the growth and maturity of U.S. beer-market niches. We've shown the documentary to undergraduate and graduate Strategic Management classes, with positive feedback. Rather than hindering learning, the bias inherent in the documentary offer opportunities for students to develop critical thinking skills.