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This study explores the viability of incorporating more expensive organic wheat flour into speciality bakery products, which are of superior quality, thus justifying the higher cost. As consumers may be reluctant to purchase organic speciality baked goods due to unfavorable taste associations with organic foods, particularly those consumed as a treat or for pleasure, this study investigates the impact of providing taste assurances and origin information on consumer acceptance and WTP for organic speciality bakery products.

Using data from an online survey of US consumers, random parameter logit models were estimated and willingness-to-pay (WTP) values were calculated.

Study results show that the use of more expensive organic flour is justified for speciality bakery products when favorable taste assurances are provided or for consumers who value organic foods. Freshness indictors were only important in the case of speciality breads, but not for other products. Finally, improving consumer awareness of organic labeling standards does not significantly impact their organic product preferences or taste perceptions.

This analysis aims to identify the product information likely to increase the consumption of organic speciality bakery/pastry products and thus support the incorporation of organic wheat flour into these higher-value products.

While previous choice experiment studies have extensively examined consumer preferences for organic products, few have evaluated the impact of providing taste and freshness indicators, particularly in the context of vice goods. This study examines the impact of providing taste and freshness indicators on consumer acceptance and WTP for various organic speciality bakery/pastry products in stated choice experiments, where consumers to not have the option to taste the product. Specifically, we examine if taste and freshness assurances reduce potential negative organic product taste biases.

The aim of this research is to propose a quantitative approach to evaluating the quality of services provided, helping organizations to make strategic decisions by better understanding the characteristics that satisfy consumers.

The approach was based on the integration of the Kano model with SERVQUAL, adapted by the satisfaction equations of Albuquerque et al. (2022) and fuzzy systems theory. Through this, it was possible to infer which attributes influence customer satisfaction, identifying the ranges of satisfaction and, with the help of fuzzy, reducing the imprecision of customer perceptions.

A total of 42% of the attributes were classified as unidimensional, with attribute 11 (Reliability) and attribute 9 (Courtesy) having the highest satisfaction values. Attractive attributes accounted for 38% of the sample, with attribute 29 (Variety of products) and attribute 7 (Location) having the greatest impact on satisfaction. On the other hand, attribute 30 (Order Delay) and attribute 31 (Waiting for payment) caused more dissatisfaction among consumers (ranges −0.6, −0.71, respectively). In addition, Variety of products was the most satisfactory, while Order Delay generated the most dissatisfaction among users.

The originality of this research lies in its contribution to organizations in relation to the services offered by investigating a gap in the studies that use the Kano model, integrated with SERVQUAL, which do not include reverse attributes in their equations and analyses. With the help of fuzzy sets, the subjectivity of the individual can be translated into data for greater clarity of information.

At the end of the case study exercise, students will be able to evaluate a company’s competitive standing and formulate business growth strategies based on internal and external environment analysis, develop business strategies for a company to strategise product offerings and recommend promotional strategies for a company to best market new product offerings.

This case study is about the Central Production Unit (CPU), a wholly owned subsidiary of Sirah Heritage Holdings Sdn. Bhd. (owner of the popular restaurant brand “Tuuu […] Dia Pak Tam”), which was initially set up to standardise production for the whole company. However, ever since the subsidiary was set up, the management realised a few pertinent issues that needed their attention. Firstly, the CPU was underutilised even with the large number of Tuuu […] Dia Pak Tam restaurants across Peninsular Malaysia. Furthermore, the CPU was also tasked to introduce new products and services that could attract consumers and increase the visibility of their restaurants, but the company had no idea how to promote its new products. This study aims to look at the issues faced by the CPU by applying analytical tools such as SWOT analysis, Ansoff matrix and promotion mix.

This case study is designed for undergraduate and postgraduate students who are taking courses such as strategic management, marketing management and business development. This case study can also be used by training departments, corporate trainers and other relevant managers to improve growth strategies using business theories.

Teaching notes are available for educators only.

CSS 8: Marketing

Branding is essential for business survival and growth, particularly for small firms in their early development. However, small firms approach branding differently than large organisations. This study aims to delve into the evolution of small firm brands over time, emphasising the role of founders’ personal identities on shaping their firms’ brands. It also explores how these firm brands develop through ongoing interactions with stakeholders.

Over eight years, empirical material was collected through a longitudinal multi-case study of small firms and their brands, using in-depth interviews over time with founders as the primary data source. Thematic analysis was used to analyse the empirical data.

This research reveals the intertwined relationship between founders’ identity work and small firm branding. The authors emphasise how founders use their personal identities to shape their small firm brands, influencing recognition, differentiation and value creation. As firm brands evolve over time, they often deviate from founders’ identities due to stakeholder pressure from within and outside the organisations.

This study addresses a significant gap in the literature by focusing on the branding processes within small firms, which have been largely overlooked in favour of larger organisations. By exploring the transformative journey of small firm brands from inception through development and ownership changes, this research elucidates the intricate entanglement of founder identity and brand. It highlights the distinctive challenges faced by small firms, offering new insights into their branding dynamics.

The utilization of oilseeds in food formulations is prevalent due to their health benefits and nutritional value. These protein-rich oilseeds serve as an affordable and essential source of nutrients and bioactive compounds, fulfilling human protein requirements. As such, this study sought to investigate the impact of partially replacing wheat flour with oilseeds in different proportions on the nutritional and quality characteristics of biscuits.

Oilseeds, including terebinth, sesame and flaxseed, were partially substituted with wheat flour in amounts of 0, 5, 10, 15, 20 and 25%. The effects of this substitution on the storage stability, nutritional content and physical properties of the resulting biscuits were examined.

The L* (from 69.75 to 54.06) and b* (from 28.59 to 21.60) color values of biscuits decreased with the supplement of oilseeds. The oilseeds addition increased the protein, fat, energy, and ash values of biscuits. At the highest level of added terebinth, sesame and flaxseed, respectively, the amounts measured were 5984.62 mgGAE/kg, 1553.85 mgGAE/kg and 2169.23 mgGAE/kg, which were higher than the control biscuits (715.39 mgGAE/kg). The incorporation of oilseeds resulted in a substantial decrease in pH and peroxide values, while the moisture content was increased throughout the 6-month storage period. The use of terebinth in biscuits led to better oxidative stability than sesame and flaxseed-containing samples. The biscuit samples with terebinth had a longer induction time. The lowest induction time of biscuits with 25% flaxseed was chosen, approximately 3.5 h.

Oilseed flours, which are rich in lipids, have been shown to enhance the quality of biscuits. However, further studies could aim to reduce the amount of shortening used to improve their quality even further. Reducing the shortening could keep the lipid content at an acceptable amount, especially considering consumers' current expectations for low-fat foods.

Plant-based bioactive are generally known as secondary metabolites and have promising therapeutic attributes, especially antioxidative properties.

Thanks to this composition, some of these seeds have proven effective in controlling and preventing metabolic diseases (hypertension, hypercholesterolemia, diabetes, coronary heart disease and several types of cancer) as well as providing interesting properties to foods.

As result, oilseeds can be successfully used as functional and sustainable food ingredients to improve the functional, nutritional and storage stability of biscuits.

The purpose of the study is to investigate the stressors faced by migrant entrepreneur-managers of small and medium-sized enterprises (SMEs) during the COVID-19 pandemic, as well as their resilience strategies for reviving their businesses.

This study employs a qualitative research design based on grounded theory. Semi-structured interview questionnaire was used for one-to-one interviews with 20 migrant entrepreneur-managers, representing ten different business sectors during the peak of the COVID-19 pandemic of 2020 and 2021. Interviews were transcribed, coded into open code, axial code and selective code to identify the major themes, and analysis was done into three levels to explore the stressors and initial strategies implemented to cope with the crisis. Trustworthiness of the findings was ensured by credibility, transferability, dependability and conformability, and reflexivity.

This study explored three types of stressors: finance-related stressors, supplies-related stressors and human resources-related stressors in migrant SME entrepreneur-managers during the COVID-19 pandemic. The study revealed the use of comprehensive supply chain strategies followed by migrant SME entrepreneur-managers to be resilient enough to cope with a crisis situation like the COVID-19 pandemic.

This study covers an under-researched area of research related to stressors and resilience strategies in migrant SME entrepreneur-managers during the pandemic situation. A large body of prior research contributes to employees' stress and coping behaviors, while this paper focuses on stressors in migrant entrepreneur-managers in the special context of pandemics and their strategies to be resilient during a crisis situation. Thus, the findings of this study contribute to SME entrepreneur-managers, policy makers and academicians so that a large number of migrant entrepreneurs can develop resilient strategies for crisis situations. Furthermore, this study contributes to the supply chain resilience literature and resource dependency theory.

The purpose of this research is to demonstrate how legal strategies can be used to enhance the effectiveness of value-added tax (VAT) and how taxation laws can synergise with economic goals to strengthen the economy.

This study uses a comprehensive approach to explore various aspects of VAT, including its mechanics, collection process and global trends. It uses a comparative analysis of different types of taxes and their potential impact on economic growth. Additionally, it examines the role of the law in establishing tax systems, and how the law makes VAT more effective.

The research highlights the importance of legal frameworks in implementing VAT strategies and addressing associated challenges. It also identifies the advantages and disadvantages of VAT and discusses its role in diversifying economic income sources to ensure a sustainable national revenue stream.

This research contributes to the literature by offering insights into the interplay between law, taxation and economic development, particularly focusing on the effectiveness of VAT. It provides original perspectives on legal strategies to optimise VAT systems and enhance economic growth.

This study aims to investigate the use of rose petals rich in bioactive components possessing several health benefits in the form of pigmented sweetened rose petals crush (P SRP C) at varying levels in the formulation of cookies to develop consumerfavored natural flavored food products.

PSRPC was used as functional ingredient in millet cookies at varying levels of 5%, 10%, 15% and 20%. Developed cookies were evaluated for physical parameters, bioactive components along with their associated antioxidant activity, texture (hardness, fracturability), surface morphology and molecular interactions. Most acceptable cookies were selected on the basis of sensory evaluation.

Cookies formulated from millet flour were significantly different from wheat flour cookies. Furthermore, the incorporation of PSRPC in millet cookies increased the total phenolic content, flavonoid content and antioxidant activity. Texture analysis results showed that cookies with higher level of PSRPC had lower hardness and fracturability. PSRPC-incorporated cookies were darker and redder due to the pigments found in rose. Surface morphology and functional groups were altered on addition of PSRPC. Cookies incorporated with 10% PSRPC were highly acceptable on the basis of sensory score.

The current study developed newer conditions for development of cookies from PSRPC. Results foresee the potential of PSRPC as a functional ingredient in value-added food products having health benefits.

The purpose of this study is to develop a novel general mathematical model to find the optimal product mix of commercial graphite products, which has a complex production process with alternative sub-processes in the graphite mining production process.

The network optimization was adopted to model the complex graphite mining production process through the optimal allocation of raw graphite, byproducts, and saleable products with comparable sub-processes, which has different processing capacities and costs. The model was tested on a selected graphite manufacturing company, and the optimal graphite product mix was determined through the selection of the optimal production process. In addition, sensitivity and scenario analyses were carried out to accommodate uncertainties and to facilitate further managerial decisions.

The selected graphite mining company mines approximately 400 metric tons of raw graphite per month to produce ten types of graphite products. According to the optimum solution obtained, the company should produce only six graphite products to maximize its total profit. In addition, the study demonstrated how to reveal optimum managerial decisions based on optimum solutions.

This study has made a significant contribution to the graphite manufacturing industry by modeling the complex graphite mining production process with a network optimization technique that has yet to be addressed at this level of detail. The sensitivity and scenario analyses support for further managerial decisions.

Today, collaborative consumption platforms support business activities. In particular, the sharing economy (SE) increases social and economic dynamism and reduces environmental impact by conserving resources. Therefore, this paper investigates the sustainable value drivers of sharing economy practices.

We explore multiple case studies as a research approach to answer the research question. Multiple sources of evidence were used to triangulate the data. The SE practices influence several sectors; thus, we conducted a sector analysis investigating the healthcare, food and fashion industries. Analysing different sectors provides valuable theoretical and practical insights, facilitating decision-making and fostering innovation. Sectoral differences emphasize how different sustainable SE models are configured.

The findings highlight that SE allows for the development of sustainable business models attesting to: (1) value capture in the food industry, (2) value delivery in the healthcare industry and (3) value creation in the fashion industry. The study opens avenues for future research.

The originality of this study is in the new lens from which the phenomenon is observed.