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The purpose of this paper is to translate consumer requirements regarding olive-oil quality attributes into specific olive-growing practices that most contribute to satisfy these attributes.

After identifying consumer requirements or needs regarding different attributes of olive-oil quality, through a survey of 439 olive-oil consumers, the authors determine the olive-growing practices that optimally satisfy consumer needs through expert opinions. Finally, the use of expert knowledge to construct the House of Quality or the first matrix of quality function deployment allow the authors to define the relative contribution of the various olive-farming practices to the satisfaction of consumer requirements.

The findings have shown that the olive-oil quality attributes most requested by consumers incorporate organoleptic (e.g. acidity, flavour, colour), sociocultural (e.g. creating employment in rural areas, maintenance of the rural population) and environmental ones (environmental externalities). The “separation of olives collected from ground and trees” (separation), “timing of harvesting” (according to a fruit-ripeness index), the “method of the ground harvest” (no picking from the ground), and the “method of tree harvest” (handpicking) were some of the most commonly identified olive-farming practices that contribute the most to meeting consumers’ needs with regard to olive-oil quality.

The study suggests detailed analyses of the relationships between customer requirements and other agents practices involved in the olive sector (processing industries: mills, distribution, and marketing management, etc.) to more fully investigate the impact of all these practices on consumers’ perceived olive-oil quality attributes. This is the most reliable way to guarantee that the most sought-after quality characteristics are taken into account, not only in the farming stage but also in the various different stages of the olive agri-food chain.

Findings represent an opportunity in the market value chain to develop a quality olive oil which is more oriented towards the consumer and able to face future segmentations in the market. This is one of the main innovative features of this study, as it offers “good practice” guidelines to agents of the olive-oil sector from the consumer perspective.

This study provides positive implications to consumers, providing them important tools to make an informed choice, and producers and marketers helping the design of production strategies to optimally satisfy the consumer preference with regard to olive-oil quality, and attain a competitive advantage by adding value to the product.

This paper is regarded as the pioneer in the literature translating the “consumer voice” regarding olive-oil quality into specific olive-growing practices “good-practices guidelines”. Thus, the relevant required quality olive-oil attributes should be clearly described on the label, to enable consumers to identify the quality features and make an informed choice. Furthermore, to meet consumers’ needs, the olive-oil sector should focus on the olive-growing practices that optimally satisfy consumer requirements concerning olive-oil quality attributes. This would help to improve legitimacy and boost public support for the Common Agricultural Policy subsidies for the agricultural sector in general, and the olive sector in particular. The findings are particularly valuable in helping policy makers to design marketing strategies to improve the sustainability and competitiveness of Spanish olive oil.

Artisan gastronomy is becoming increasingly important in a destination’s tourism competitiveness. The aim of this chapter is to discuss why artisan gastronomy is important in developing new innovative tourism attractions. To do this, the reasons why tourists like local food and the way this increases the cultural attractiveness of a region are stated. This is important particularly for countries like Spain that derive their competitiveness from artisan gastronomy. The role of artisan gastronomy is stated in terms of Tenerife in Spain. Managerial suggestions are also stated.

This paper aims to report on the decisions two teachers made about how to engage with a five-year school–university collaboration that used professional development (PD) to foster changes in language instruction for teachers of multilingual learners.

A longitudinal case study was used to examine the experiences of two teachers to provide insights into classroom-level decisions and changes in instructional practices.

Changes in instructional practices occurred when teachers made active, engaged choices about their own learning and teaching in the classroom. Teacher learning did not follow a consistent trajectory of improvement and contained contradictions, and early decisions about how to engage with PD affected the pace and nature of teacher learning. Through personal decisions about how to engage with PD, teachers adopted new instructional practices to support multilingual learners. Positive changes required extended time for teachers to implement new practices successfully.

This collaboration points to a need for long-term PD partnerships that value teacher agency to produce instructional changes that support multilingual learners.

PD can play a key role in transforming literacy instruction for multilingual learners. Teacher agency, including the decisions teachers make about how to engage with professional learning opportunities and how to enact new instructional practices in the classroom, mediates the efficacy of PD initiatives. This longitudinal case study contributes to the understanding of effective PD by presenting two contrasting case studies of teacher agency and learning during long-term school–university collaboration.

This paper aims to study the impact of information and communication technologies in organizations to capture and manage intellectual capital. The paper focuses particularly on the use of Web-based geographical information systems (Web GIS) to increase relational capital.

This paper analyzes in detail the Web sites of 143 general merchandise retailers, which have been grouped according to their dominant operational format. Menus and search tools have been used to find out about the way in which these retailers provide information to the customers about their stores, with special attention to the use of Web GIS.

The results obtained show that most of the companies analyzed use Web GIS to provide information about the location and other characteristics of the stores. The findings in this paper also suggest that the quantity and quality of the information provided by is somewhat related to the company size.

The limitations of this study come from the difficulty of predicting whether small and medium enterprises (SMEs) will generalize the use of Web GIS in the future.

The findings of the paper suggest that large retail firms have adopted Web GIS to provide information to the customers and for other geomarketing purposes. Moreover, SMEs should use Web GIS to improve their relationship with customers.

To the authors’ knowledge, no paper has analyzed in detail the use of Web GIS by companies with the aim of enhancing relational capital.

New information and communication technologies have transformed the ways businesses communicate and maintain relationships with their customers. In this chapter, we review the main topics in academic research pertaining to digital marketing and relationship perspectives. The discussion involves email and website marketing, search engine marketing, user-generated content, co-creation marketing, social media marketing, prosumption marketing in the sharing economy, immersive marketing and AI-based marketing. On this basis, the chapter proposes some future research directions including influencer marketing, live streaming, social service enhancement and the dark side of social media marketing, consumer-to-consumer interactions on two-sided platforms, psychological mechanisms related to the use of mixed realities, and the experience of AI-enabled service automation and relevant ethical issues. Furthermore, emerging technologies such as the Internet of things (IoT) and blockchain are expected to be the next breakthrough in marketing, which warrant further research to examine their impact on the customer-firm relationship. It is suggested the researchers could focus on the adoption and application of blockchain technology, participative marketing via IoT, as well as the privacy and data protection issues related to these technologies. This chapter provides a comprehensive picture of the connection between digital marketing and relationship marketing in academic research.

Increasing physical activity can reduce obesity risk among adolescents. This study analyses how behaviours, ethnicity and various sociocultural characteristics may influence the likelihood of engaging in active commute and other healthy activities. The authors analyse data from the 2010 National Youth Physical Activity and Nutrition Survey. The sample included US Hispanic high school students from 9th to 12th grade. Quasi-Poisson regression was used to understand the association between 24 possible variables and the number of days physically active at least 60 minutes per day. This study will present findings by race and ethnicity: non-Hispanic whites and blacks, as well as Hispanics. The research findings uncover that walking is the most predominant physical activity among Hispanics, especially from school to home, which indicates engagement in active transportation. This study shows the need for tailoring physical activity and health programmes by race and ethnicity. Interventions that encourage active commute can be effective for adolescents to achieve physical activity guidelines – at least 60 minutes per day.

The main purpose of this chapter is to examine the attitudes and behaviors of digital consumers in omnichannel world. For this purpose, in order to understand the behavior of digital consumers, literature review has been made. The transformation of traditional consumers into digital consumers has been examined within the framework of marketing periods. What are the new types of consumers and demographic and psychographic characteristics of these, and how they are segmented in the market are important issues. Another important issue is how digital environmental factors affect digital consumers when shopping online. Purchasing processes of digital consumers and their behaviors, which channels they use and how they make purchasing decisions play an important role in understanding digital consumer behaviors. After the purchasing decision, it is examined whether digital consumers will transfer their experiences to other consumers, satisfaction and loyalty experiences, and whether they will buy again in digital environmental.

Today, with the introduction of concepts such as big data, social media, corporate social responsibility and e-commerce have become part of our lives, thus the transition to Marketing 4.0 is accelerating. One of the most vital activities that affect consumers’ purchasing decisions is e-commerce. E-commerce plays a decisive role in purchasing stages and processes. For this reason, e-commerce has become an issue that increases the importance of individuals in the purchasing process and decision every day and needs to be emphasized. In line with all this, the concepts of digital marketing and e-commerce will be handled in a broad framework in this study. Moreover, the digitalization of e-commerce sites will be held in the review of literature beside the environment and techniques that can be used within the scope of digital marketing. New approaches and trends that guide modern marketing are changing day by day. The main reason for this change is based on the rapid transformation in information and communication technologies. For this reason, it is important for marketing managers to adapt to these transformations and to use media and techniques in digital marketing.