Search results

This study aims to increase understanding of factors influencing the international marketing (IM) strategy of products from emerging markets (EMs) to international markets.

This study conducted case studies by collecting qualitative data through semistructured interviews with respondents from four food product companies in Bangladesh.

This study finds that the firms employ local Bangladeshi people who are knowledgeable in the company culture. They strategically focus on countries where the Bangladeshi diaspora lives and initially target them, approaching natives later. They adapt and customize products to the importers’ requirements to make them visible and increase understanding between product providers and local customers. The findings show that EM firms encounter a mentality that poor countries produce poor quality products; this mindset makes the internationalization of their business difficult.

This research contributes to international product marketing of EM firms by constructing a model of a modern people-oriented marketing strategy for food products. This study contributes to literature on culture by illustrating that the cultural dimensions of collectivism and uncertainty avoidance enhance the development of networks and trust and impact marketing strategy.

This study theorizes the importance of context and an innovation-driven modern people-oriented IM strategy that adapts to customers’ preferences for food products and emphasizes the contribution of diaspora. This research reveals that Bangladeshi firms face challenges both because customers link the country and the companies to low-quality products and because governmental regulations prevent them from establishing a local presence in other countries. This study analyzes challenges EM firms face in the process of IM and the factors affecting Bangladesh in particular.

Following the Agenda 2030 for Sustainable Development, the main challenge for the agrofood sector is to innovate food production, offering sustainable, smart and safe solutions. The future of food production will be oriented more and more towards sustainable industries with high technological content to guarantee food safety and food security. It implies that a change not only in the way food is conceived, but also in the way it is produced, processed and consumed is needed. The aim of the present study is to investigate the role of innovation, sustainability, smartness and health within the agrofood industry.

A literature review was conducted using 596 academic documents written in English language and published in peer-reviewed scientific journals as well as in conference proceedings. The relevant articles were analyzed using both a bibliometric and a systematic approach.

The results confirm the role of innovation and sustainability as key drivers in the food industry. The main findings concern the benefits deriving from the adoption of digital technologies, the ever-increasing involvement of consumers in health and environmental issues and the introduction of the open innovation concept in the agrofood industry.

This study jointly considers the dimensions of innovation, sustainability, smartness and health in the agrofood sector, demonstrating how they are strongly interdependent.

The paper deals with the transformation of local agrofood systems, in the context of the turn to “the economy of qualities” and the rural development paradigm. We will discuss a case study from Italy, specifically an agreement between Slow Food and Coop Italia concerning the Ark of Taste's Presidia, aiming at the protection of typical products and food traditions.

The agreement is analysed as a change of strategy, implying a transformation of the local agrofood system from “local production for local consumers” to “local production for distant consumers”. The change is substantial and implies a restructuring of the entire local food network.

This paper aims to investigate associations between firm resources and reliance on entrepreneurial marketing (EM) channels among agrofood ventures. It accounts for agropreneur gender and racial/ethnic status in the context of marketing channel portfolio composition. The authors examine the established assumption that resource limitations drive EM and whether socially disadvantaged status of agropreneurs is associated with marketing strategy beyond standard resourcing measures.

Using 2015 Local Foods Marketing Practices Survey data, the authors apply linear regression to investigate differences in the use of EM channels, accounting for resources, social status and other factors.

Limited-resource ventures rely more on consumer-oriented channels that require EM practices. Socially disadvantaged entrepreneurs favor these channels, even when accounting for resources. Notably, ventures headed by men of color rely more on the most customer-centric local foods marketing channel.

Future research should investigate how social and human capital influences the use of EM.

Entrepreneurial support policy and practice for agropreneurs should be cautious about the “double-burden” folk theorem of intersectional disadvantage and review how to best direct resources on EM to groups most likely to benefit.

This paper uses a unique, restricted, nation-wide, federal data set to examine relationships between resource endowments, social status and the composition of agrofood enterprises’ marketing channel portfolios. To the best of the authors’ knowledge, it is the first to include racial- and ethnic-minority status of agropreneurs and to account for intersectionality with gender.

The purpose of this paper is to investigate the experiential dimension of certain Italian agrofood products’ websites, which are seen as exemplifying best practices in the terms of the representation of the brand-land relationship, including their link with the territory of origin in the sense of terroir.

The study was conducted after the conception and experimentation of a model (called SObER), the fruit of detailed studies of experiential marketing (Schmitt, 1999a, b). The model was tested using the user-based focus group technique (Mich, 2007) and verified with reference to certain consortia brands considered to reflect best practices in communication of the brand-land connection.

The analysis made it possible to identify the key elements for expressing both the experiential dimension and the brand-land relationship of traditional agrofood products, ensuring their effective online communication.

Although the research uses a benchmarking technique, it focuses on specific case studies; thus, the outcomes can be generalised by means of an extension of the analysis.

The value of the analysis carried out lies in the creation of a model aimed at the assessment of agrofood products and, more generally, their link with the territory of origin in the online context. In addition, the marketing literature on the experiential dimension applied to website tools is still limited. For this reason, this work may stimulate future in-depth analysis with reference to the proposed model.

Global recession is a serious issue to both the developed and developing economies. Reports published by the Ministry of Statistics and Programme Implementation (2019–20) have revealed that the growth of gross domestic products (GDPs) has shrunk significantly in the last few quarters. Due to such recession productions by many, manufacturing industries have reduced significantly, and a large number of people have lost their work, and scope of new job creations has also decreased. Food sector has also been affected by global recession (Agbedeyi & Adigwe, 2018). Food Processing Industry (FPI) is India's one of the most sunshine manufacturing industries and ranks fifth among the Indian industries in terms of production, consumption, and exports. The country ranks second in global ranking in terms of producing food products next to China. Despite the global recession, the FPIs helped the Indian economy to maintain the growth of the GDP and have created new job opportunities. Around 70 lakh persons are employed in both registered and unregistered food processing units in India. The value of food exported in the year 2018–19 was US $35.30 billion which was 10.69% of India's total export (i.e. US$330.67 billion) (MoFPI report, 2018–19). In this backdrop, the present chapter will try to find out the role of FPI in the Indian economy and will also highlight the prospects of this industry in the coming years.

This article aims to analyse various wine differentiation strategies (price, origin, type and production system) to counteract the commercial success of new wine producers compared to traditional ones.

The methodology consisted of a survey of 400 Castilla‐La Mancha wine consumers during the month of March 2004, whose preferences were determined through several multivariate techniques.

Three consumer segments were identified: the first shops for wine mainly by price, the second, by origin and the third, by a combination of price and type of wine. In this sense, except for the first segment, where competition by a cheaper wine from other places could endanger the local market, possible strategies would be to continue emphasising origin in a traditional approach and to search for a new wine differentiation based on organic production. Both strategies, which can be carried out jointly, would require government backing in addition to support from the business sector.

This paper contributes to a greater knowledge of Spanish consumer habits by analysing the degree of influence that various factors have on attitudes towards the purchasing of wine.

The present study focuses on the role of PDO certification in fostering the quality perception of certified-food consumers – highlighting the difference between quality brands and environmental labels. The case study of Mozzarella di Gioia del Colle DOP was taken into consideration to evaluate the opportunity of supporting a food product suitable for all families and promoting it worldwide through a quality certification.

The authors made a qualitative analysis on local Apulian consumers and, for testing our hypotheses, structural equation models were applied to evaluate the effect of familiarity on the relationships between perceived risk, trust, satisfaction, loyalty, resolution to pay a higher price and intent to purchase a Protected Designation of Origin (PDO) certified food product.

The authors observed managerial implications which seek to improve the collaborative network between the subjects employed in the phases of the production process, the stakeholders and the consortia, in order to plan a holistic development territorial strategy. It is useful to start a process of knowledge and evaluation of the benefits of the quality mark in the territory of origin of the PDO food product.

The authors provided theoretical and managerial implications which aim at improving the collaborative network between the subjects employed in the phases of the production process, stakeholders and consortia, in the outlook of territorial development strategies.

According to the analysis of the theoretical background, the opportunity to recognise the origin of a certain product allows the consumer to easily appreciate its intrinsic quality, relating a combination of factors to the territorial matching. It also focuses on the analysis of a different feedback at a local level from consumers, showing a lower intention to pay by consumers living in the same area where the PDO product comes from rather than other food goods.

This paper is based on three social scientific studies of animal welfare and local food products in Norway, of which two focussed on sheep in particular. It addresses the widespread belief that Norwegian sheep farming is “the best” but is confronted with a meat industry that emphasises economic efficiency. A few years after a new Norwegian law on animal welfare acknowledged animals as sentient beings came into force in 2010 (LOVdata, 2009), the purpose of this paper is to better understand ongoing debates on the welfare of sheep by exploring how sheep welfare is understood and regulated in Norway.

The theoretical framework draws on convention theory, especially referring to the four “possible worlds of production” (Salais and Storper, 1993). The authors argue that animal welfare may be analysed in parallel to product quality, focussing on three major perspectives of sheep welfare: animal treatment, product quality, and an abstract conceptualisation in public discourse. The empirical analysis is based on interviews with key players in the sector and central documents.

Convention theory points to several general difficulties in reaching an agreement on what is “good quality” and welfare. First, the authors find difficulty in how to implement new regulatory conceptualisations with dominant ways of understanding welfare within the industry. Second, the idealised images of sheep welfare of an immaterial possible world dominating public discourse have very little interaction with the real world of farms and abattoirs.

This paper suggests that rather than addressing and handling the potential tension between the legal recognition of animal as sentient being and the economic demands of the industry, key actors keep the potentially conflicting understandings apart in different “worlds of production” (Salais and Storper, 1993). Nevertheless, the authors observe that interactions between possible worlds, as well as translation from one possible world to another, not only could be promising but would be fundamental to concretise improvements in the real world.