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Upon completion of the case study, the students will be able to understand brand differentiation and marketing challenges faced by small businesses in emerging markets; recognize the significance of marketing strategies for a growing business in emerging markets; assimilate paid, owned and earned media to improvise the effectiveness of firm’s communication and digital marketing strategy; analyze the relevance of social media marketing in developing a brand; and create a content marketing strategy.

The case dilemma involved a possible course of action that Fusion Creations faced at the beginning of 2022 about marketing strategies across paid, earned and owned media. “Fusion Creations” was the creation of two sisters who were avid cake bakers since young age. They identified the demand for homemade cakes and the growing number of home bakers in India. It was during the Covid-19 pandemic that they faced challenges in terms of lockdown and scarcity of supply for baking essentials. Moreover, although the pandemic had brought most sections of the society worldwide to a standstill, home bakers were thriving. After the pandemic, these home bakers turned their passion into full-time profession. It was time for the sisters to view this stage as a challenge because of competition from aspiring entrepreneurs and rising home bakers, and convert it into an opportunity. Can Fusion Creation leverage the online social media platforms for their product sales and marketing? With presence established on various social media platforms, were they doing it right, or was there a better way? A few questions lay in front of Chaitali and Kena, owners and bakers of Fusion Creations.

This case is written for use in digital and social media marketing classes for graduation-level courses. The focus of the case aligns well with discussions of digital and social media marketing strategy. The case also has application in discussions regarding implementation of digital marketing strategy. Instructors that choose to emphasize social media strategies could assign this case to explore online marketing and digital communication.

Teaching notes are available for educators only.

CSS8: Marketing.

The objective was to evaluate the effect of banana peel into cake (a bakery product that may add bananas) and panettone (a product that never is added to bananas) formulations on consumers' acceptance and perceived attributes and the effect on the technological properties of the product.

Bakery products were produced with banana peel in the formulation and control samples without residue. Volunteers scored their acceptance and checked all attributes applied to the four samples in the blind and informed tests. The texture, color, proximate composition and bake properties were measured.

The acceptance of both cakes, with and without banana peel, was not affected when consumers were informed that there was a residue in both cakes. Relative risk indicated that information had no influence on acceptance. Panettone with banana pulp showed a reduction in acceptance when volunteers were informed of the presence of banana peel. Risk analysis showed a significant relative risk of product rejection when consumers were aware of information. The addition of banana peel enhanced panettone chewiness and crumb hardness, reduced bake loss of cakes, reduced the volume of both products and changed some color parameters of both products.

Banana peel is a source of functional compounds, but it is not clear how consumers react when informed that the food presents it.

The circularity of food waste is gathering considerable pace globally. The present study aimed to explore the awareness, attitude and behaviour of Malaysian young adults towards food waste as a food ingredient. The physicochemical characteristics and sensory acceptance of chicken eggshell powder (CESP)-fortified madeleine cake were also investigated.

A survey on awareness, attitude and behaviour was conducted online amongst young adults (n = 384) in the Klang Valley region. The control and fortified madeleine cakes were subjected to nutritional constituent analyses according to the methods of Association of Official Analytical Chemists (AOAC) for moisture, protein, ash and calcium. Fat was determined via Soxhlet method whilst carbohydrate was estimated by difference. Physical analyses such as texture and water activity were assessed using instrumental techniques. Sensory acceptance test was conducted amongst another group of young adults (n = 105) using a nine-point hedonic scale.

The survey revealed that most young adults demonstrated a positive attitude and behaviour in trying food products made using food waste. Taste and texture were deemed important determinants that influenced the young adults' acceptability. Texture profiles of fortified madeleine cakes exhibited no significant differences (p > 0.05) in most attributes compared to the control whilst significant differences (p < 0.05) were observed for fat, carbohydrate, ash and calcium contents with increasing CESP fortification levels.

The survey on awareness, attitude and behaviour was conducted amongst young adults from universities in the Klang Valley, Selangor region Malaysia through self-reports about food waste and the findings might not be applicable to the whole nation.

Knowledge of young adults' perceptions towards waste-to-value food products can contribute to the development of pragmatic framework for effective valorisation of food wastes, which aligns with United Nation Sustainable Development Goals (SDGs) to improve the targets and indicators for agriculture and food security.

Sustainable management of food waste will minimise the impact of the industry on our environment and contributes to a circular economy. Further, increased awareness of the food waste's potential as a novel food ingredient allows a positive shift in its role to achieve food sustainability.

This innovative study incorporates the element of exploratory research to gain an understanding of young adults' perceptions towards repurposing food waste. This is followed by the practical application of food waste (i.e. CESP) into the end application (i.e. madeleine cake) to gain a holistic view of young adults’ perceptions aligning with the actual acceptance. The results obtained from this study can be considered as a first perspective that provides indications of the plausibility of food products made from food waste in Malaysia.

The purpose of this paper is to investigate how digital transformation changes highly traditional business processes and how it impacts value co-creation and co-destruction. More specifically, the aim is to examine, using the resource interaction approach, how the friction between non-digital and digital resources affects the co-creation and co-destruction of value in a network during digital transformation. Based on this, the authors provide managerial implications on how to handle simultaneous digital and traditional business processes to co-create value during digital transformation.

A case study is conducted of a digital platform provider and of three traditional confectioneries. In this analysis, the authors looked at the business processes of highly traditional confectioneries that have introduced online services through a digital platform and are undergoing digital transformation.

In some industries, it is neither possible nor advisable to fully digitalise all business processes, and companies have to partially retain their traditional, analogue character to create value. The process of value co-creation during digital transformation is affected by friction between the digital and non-digital resources and is mitigated by specific lubricants (e.g. mutual reliance, smooth personal communication, willingness to help, attitude towards change). This results in the improvement of processes and capabilities in terms of digital development and traditional production. Friction may also lead to value co-destruction, for example, as the result of transformation from face-to-face to digital interactions.

The authors contribute to research on the digital transformation of highly traditional companies that need to introduce new, digital technologies and resources while continuing their traditional processes. The authors develop the concept of lubricants that mitigate the friction between resources and, therefore, facilitate value co-creation in a business network. Additionally, the authors provide managerial implications for how to handle simultaneous digital and traditional business processes during digital transformation.

Paper aims to determinate caking paper manuscript cause through studying of the manuscript components, bio-deterioration and physio-chemical deterioration factor. It will facilitate manuscripts and paper conservators to understand paper blocking and caking phenomenon.

The manuscript condition has been diagnosed by focusing on adhesion and fossilization regions. To achieve this, some methods of analysis and examination were used, such as visual examination, digital microscopy and scanning electron microscope were used to studying surface changes. X-ray diffraction and Fourier transform infrared microscopy were used to determinate of cellulose crystallinity, ink composition and identify the binding medium.

The results revealed the use of cotton pulp, and calcium carbonate was among the fillers that were used to improve the properties of paper. The crystallization of cellulose was lower in the first and last papers than the papers located in the heart of the manuscript. The most important reasons that led to the papers caking was the presence of fungi A. niger, Cladosporium sp, Chaetomium sp, by secreting some enzymes in combination with some other factors such as difference variation in temperature and moisture.

All deterioration factors participate with each other until rule the damage circle of the papers because one factor alone cannot stick the papers. It was inferred from the examinations and analyzes that were conducted for the samples.

This paper aims to assess the impact of incorporating foxnut powder (FP) into bakery products to evaluate their effect on product quality and nutritional characteristics.

Samples of refined flour (control) and refined wheat flour with varying levels of FP were prepared for each bakery item. Sensory evaluations using a nine-point hedonic scale were conducted. Different concentrations of FP (20% for cakes, 12.5% for bread and 12.5% for doughnuts) were tested to achieve sensory acceptability.

The addition of FP at specified concentrations achieved sensory acceptability in the tested bakery items, significantly impacting overall acceptability. Incorporating FP led to textural attribute alterations, including increased hardness, gumminess and chewiness, alongside reduced cohesiveness and elasticity. Color properties were influenced, affecting lightness, redness and yellowness of the bakery items. Proximate composition analysis highlighted shifts in moisture, protein, fiber, fat and ash content between control and accepted samples. Mineral content analysis revealed notable differences in calcium, potassium, iron, magnesium and sodium between control and accepted samples.

These findings demonstrate the potential of FP to enhance bakery products, offering promising industrial applications in producing nutritionally enriched and visually appealing baked products.

Christmas is the most consumed event of the year, always full of traditions, namely family ones, which are very significant. In this way, it is intended to find out the importance of traditions at Christmas time and analyze their implications for family businesses.

The study is quantitative in nature, based on a questionnaire survey carried out with 551 Portuguese individuals, over 18 years of age, where different issues related to Christmas traditions and family are addressed.

The results demonstrate that the Christmas traditions scale is made up of four factors: family traditions on Christmas Eve, aspects related to the Christmas spirit, changes in Christmas traditions with the COVID-19 pandemic and traditions of participating in events with family at Christmas. Cod and octopus dishes are the most popular dishes on Christmas Eve. In relation to sweets/desserts, king cake, rabanadas, vermicelli, children's bread and sponge cake are the most common on Christmas Eve.

The study helps to understand Portuguese Christmas traditions, providing knowledge that allows defining strategies for family businesses, improving the experience and relationship with consumers at a special time of year. It is hoped that the trends in Christmas traditions in this study will contribute to unveiling the Christmas spirit, also serve as a marketing image and create curiosity and motivation on the part of other cultures to visit Portugal during this festive season, in order to experience Christmas traditions.

This paper aims to examine the role of volitive desire in self-control toward temptations. It extends prior research on the role of prudence in temptation resistance by empirically demonstrating that prudence bolsters self-control toward food temptations by lowering volitive desire motivation toward temptation enactment.

This study consists of a 2 (food type: temptation vs goal-congruent) × 2 (prudence level: low vs high) between-subjects quasi-experimental design. Hypothesis tests were conducted by using analysis of covariance and ordinary least squares regression-based moderated mediation analysis.

The results show that high-prudence participants experienced lower volitive desire toward eating the temptation food option than low-prudence participants. Consequently, high- (vs low-) prudence participants reported significantly weaker eating intentions toward the temptation food option. Moreover, volitive desire significantly mediated the effect of prudence level on intentions to eat the temptation food option.

The study contains methodological limitations. First, the study operationalizes volitive desire as “non-appetitive, instrumental reasons for eating or not eating the food,” yet in some contexts volitive desire can include appetitive reasons. Second, the procedure consisted of presenting participants with only a goal-consistent or temptation food option, rather than with both, which is more realistic. The study also focuses on a single goal context, healthy eating, to the exclusion of other contexts associated with consumer self-control. Additionally, the appetitive and volitive desire self-report measure method produced flawed ratings, requiring us to use the open-ended responses as this study’s dependent variable. Finally, this study does not directly test the extent of prudence-driven deliberation about temptation enactment consequences.

Social marketing campaigns can encourage low prudence consumers to strengthen this behavioral trait by performing beneficial, slightly to moderately challenging utilitarian tasks (e.g. making one’s bed each morning, flossing one’s teeth every evening, etc.) that involve exercising self-control on a regular basis. Social marketing ads can also appeal to the consequence-vigilance of high prudence consumers by increasing the salience of consequences of self-control failures in behaviors related to social issues such as pollution, drinking and driving, smoking and recreational drug use. An additional implication is that marketers of health goal-related products and services could segment the market based on trait prudence and target high-prudence consumers with ads that increase the salience of consequences associated with not using the company’s health product or service or the consequences of using the competition’s products or services.

Consumers can improve their well-being by exercising self-control consistently in low to moderately challenging tasks, which boosts their prudence. High-prudence consumers can intentionally focus on volitive motives when faced with temptations to ensure effective self-control.

This research examines the role of volitive desire as the process by which trait prudence affects intentions toward temptation options, which extends prior research on the role of prudence in self-control for temptations (Puri, 1996). This framework builds on the philosophy of action perspective on desire and shows that trait prudence can predict temptation enactment intentions through the mediating role of volitive desire. Thus, the findings illuminate the motivational mechanism by which prudence bolsters self-control in the face of temptation: volitive desire.

This chapter considers how to ensure that both knowledge preservation and curation are well supported in the architecture and infrastructure of any organization. Support at the enterprise architecture is critical if the business goals of use, reuse, curation, and recuration in the business context are to be achieved. Enterprise architecture is explained – its vertical and horizontal approaches. Preservation is aligned with the information and data architecture. Curation is defined as a new element in the business architecture layer. The authors explain how this approach supports variations in practice across the organization.

In the age of DarkNetMarkets proliferation, combatting money laundering has become even more complicated. Constantly evolving technologies add a new layer of difficulty to already intricated schemes of hiding the cryptocurrency’s origin. Considering the latest development of cryptocurrency- and blockchain-related use cases, this study aims to scrutinize Italian and Russian antimoney laundering regulations to understand their preparedness for a new era of laundering possibilities.

One of the most recommended ways to buy and sell cryptocurrencies for illegal drug trade on DarkNet was discovered using machine learning, i.e. natural language processing and topic modeling. This study compares how current Italian and Russian laws address this technique.

Despite differences in cryptocurrency regulation, both the Italian Republic and the Russian Federation fall behind on preventing cryptolaundering.

The main contributions of this paper: consideration of noncustodial wallet projects and nonfungible token platforms through the lens of money laundering opportunities, comparison of Italian and Russian antimoney laundering regulations related to cryptocurrency, empirical analysis of the preferred method of trading/exchanging cryptocurrency for DarkNet illegal trade using machine learning techniques and the assessment of how Italian and Russian regulations address these money laundering methods.