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Article
Publication date: 14 November 2016

Kushankur Dey and Debasish Maitra

It has become an ongoing debate whether Indian commodity futures markets can accommodate farmers. The purpose of this paper is to examine whether Indian commodity futures…

Abstract

Purpose

It has become an ongoing debate whether Indian commodity futures markets can accommodate farmers. The purpose of this paper is to examine whether Indian commodity futures markets help rationalize farmers’ price expectation. The study starts with questions on the efficiency and other roles of commodity futures markets.

Design/methodology/approach

From a sectoral standpoint and economic importance, the study considers pepper, coffee, and natural rubber (NR) futures and spot markets. The efficiency of futures markets, divergence/convergence and causality between futures and spot markets have been studied by employing co-integrations, error correction and causality models. The sample period of the data are taken from the inception of futures trading. These three commodities are also compared on the basis of trading at the futures markets vs spot markets.

Findings

Analysis shows that though pepper futures market is informationally efficient in price discovery, while coffee and NR spot markets do the process faster. Pepper and coffee futures and spot prices exhibit the convergence; NR shows a sign of divergence. Unidirectional causality from pepper futures to spot market is observed wherein the former was weakly exogenous to the latter and while, bidirectional causality is observed in coffee and rubber. Coffee spot appears weakly exogenous while this remains inconclusive in the case of NR.

Research limitations/implications

The authors analyzed the futures markets in rationalizing the spot market price in three plantation crops in India. In order to make the study more generalizable, further research is warranted in other commodities including those prices of which are government regulated.

Originality/value

The paper is unique in terms of understanding the interaction or interrelationship between futures markets and spot markets and drawing inferences about the role of futures markets in price formation in plantation commodities like pepper, coffee and NR.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. 6 no. 2
Type: Research Article
ISSN: 2044-0839

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Case study
Publication date: 30 March 2019

Selma Kadić-Maglajlić and Maja Arslanagic-Kalajdzic

The teaching objectives of the case study are to provide students with an understanding of how strategic marketing tools are applied in an international marketing context…

Abstract

Learning outcomes

The teaching objectives of the case study are to provide students with an understanding of how strategic marketing tools are applied in an international marketing context and how brands, especially brands that come from emerging markets, are introduced and managed within modern versus traditional trade (e.g. ethnic shops).

Case overview/synopsis

This case illustrates the challenges and opportunities related to the introduction of a brand to a new market wherein the product (traditional coffee), although part of a very well-developed product category (coffee), may have been new to consumers in the new market. The brand itself, Zlatna džezva, is a flagship brand in its home country (Bosnia and Herzegovina) within a developing market. However, both the brand and the traditional coffee experience are relatively unknown to other markets. The case study focuses on Vispak’s CEO and CMO who are contemplating their next business move in the new market. Finally, the Dutch market and consumers are presented to facilitate the process of segmentation, targeting and positioning for students. The case study concludes with a task and dilemma for managers of the company.

Complexity academic level

This case could be used in a variety of undergraduate level classes, depending on what the instructor wishes to emphasize. The authors use the case for following courses: principles of marketing, marketing management and international marketing. In all courses, the case is allowing students to obtain the greater overview of the scope of the strategic marketing decision-making. Before starting with case analysis, students should have some familiarity with central marketing issues and concepts, specifically related to analysis of environment, segmentation-targeting-positioning, product and brand management.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS: 8: Marketing.

Details

Emerald Emerging Markets Case Studies, vol. 9 no. 1
Type: Case Study
ISSN: 2045-0621

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Article
Publication date: 1 July 2002

Carlo Alberto Pratesi

Looks at the marketing of five Kraft Italia food products: Splendid, Sottilette, Milka, Hag and Philadelphia in Italy. Examines the changes in consumption rate and how…

Abstract

Looks at the marketing of five Kraft Italia food products: Splendid, Sottilette, Milka, Hag and Philadelphia in Italy. Examines the changes in consumption rate and how marketing strategies for these products have developed. States that the lessons to be learned from these case studies could help encourage the development of effective marketing of other brands in Italy.

Details

British Food Journal, vol. 104 no. 6
Type: Research Article
ISSN: 0007-070X

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Case study
Publication date: 20 January 2017

Eric T. Anderson

In February 2003, President and CEO Nick Lazaris faces critical decisions on Keurig's launch of a new consumer coffee brewing system. Keurig has successfully sold…

Abstract

In February 2003, President and CEO Nick Lazaris faces critical decisions on Keurig's launch of a new consumer coffee brewing system. Keurig has successfully sold single-cup brewing systems through commercial distribution channels and is now expanding to the lucrative consumer segment. However, a meeting with key strategic partners six months prior to launch raised questions about the product design. This prompted the Keurig management team to revisit its decisions on product design, pricing, and the marketing plan. With six months to launch, what should the company do?

Details

Kellogg School of Management Cases, vol. no.
Type: Case Study
ISSN: 2474-6568
Published by: Kellogg School of Management

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Article
Publication date: 26 July 2018

Federica Pascucci

The purpose of this paper is to analyze the competitive position of Italian roasting firms in the international market, thus developing a multidimensional framework for…

Abstract

Purpose

The purpose of this paper is to analyze the competitive position of Italian roasting firms in the international market, thus developing a multidimensional framework for measuring industry export competitiveness.

Design/methodology/approach

Considering that the objective is to evaluate the export competitiveness of Italian roasting firms, the author chooses “positive” and “ex-post” indicators, combined in a multidimensional and a multivariable framework. The two dimensions of competitiveness implemented are competitive performance and competitive potential; the author used four indices to evaluate the first dimension (export market share, net export share, net export index, revealed comparative advantage) and three indices for the second dimension (unit export price, relative quality index, relative export growth).

Findings

The evolution of the international context, with the emergence of new competitors and the spread of coffee consumption worldwide, creates new opportunities but also new challenges for Italian companies. In fact, both competitive performance and competitive potential have been worsening since the second half of the early twenty-first century because of the lack of innovation. A mix of external and internal factors explain this lack.

Practical implications

In order to recover their international competitiveness, firms should leverage on the combination of “traditional elements”–such as Made in Italy effect and the rich technical know-how, depending on their long tradition in the espresso coffee market niche–with “innovative elements,” depending on new marketing skills and competences; these new elements could be developed internally or, most fruitfully, acquired externally, through collaboration with other firms. In this way, Italian businesses could improve the relative quality perceptions of their offering.

Social implications

Coffee roasting industry in Italy is a significant component of the Italian economic system and it contributes to the development of the Made in Italy abroad. Therefore, an improvement of its export competitiveness could be beneficial to the whole domestic market.

Originality/value

This paper constitutes the first attempt to study the evolution of the coffee industry in regards to the international competitive landscape. This is quite surprising, considering that coffee is one of the main segments of the food and beverage industry; it is the second most important commodity exchanged worldwide after oil and the third most popular beverage after water, tea and carbonated beverages. Then, the analysis of export competitiveness is developed combing two main research streams: the industrial organization literature and the strategic management literature. Moreover, this paper offers a methodological framework useful to measure export competitiveness also in other industries and countries.

Details

British Food Journal, vol. 120 no. 7
Type: Research Article
ISSN: 0007-070X

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Book part
Publication date: 19 May 2009

Julia Smith

Developing new markets for small producers has been a major focus of research and development in many parts of the world. Too frequently, the ways in which existing…

Abstract

Developing new markets for small producers has been a major focus of research and development in many parts of the world. Too frequently, the ways in which existing production and market systems constrain producer possibilities has been ignored. This study examines how existing systems have affected coffee farmers in Costa Rica and Panama as they attempt to enter the elite coffee market, which promises higher prices for premium production. In the past 50 years, Costa Rica had created a system quite favorable to small producers in the world coffee market, while Panama had done little. Yet today, the Costa Rican system has proven to be a barrier to entering the highest levels of the coffee market, while the Panamanian system has produced coffees that are currently among the best in the world. The shifting ways in which production and marketing systems connect with world markets and elite taste suggest the necessity of greater sensitivity to how existing systems affect what farmers can and will decide to do.

Details

Economic Development, Integration, and Morality in Asia and the Americas
Type: Book
ISBN: 978-1-84855-542-6

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Article
Publication date: 22 December 2020

Wen-Yu Chiang

Nowadays, the agricultural business environment is expended to the whole world. Transaction records in point of sales and customer relationship management (CRM) systems…

Abstract

Purpose

Nowadays, the agricultural business environment is expended to the whole world. Transaction records in point of sales and customer relationship management (CRM) systems can be large-scale data for long-established global chain businesses. Thus, the purpose of this paper is to using a proposed data mining approach to discover valuable markets/customers of urban coffee shop industry (retailer) in current environment of Taiwan, which can implement the industry's data-driven marketing strategy on a CRM system.

Design/methodology/approach

In this research approach, Ward's method, C5.0 decision tree and a proposed model are applied for discovering valuable markets and mining useful customer rules.

Findings

These found markets and discovered rules can be applied on marketing information or CRM system for identifying valuable customers and target markets.

Originality/value

In this study, the CRM system can be the media for the data-driven marketing strategy in environment of Taiwan. The approach of this research can be applied on other businesses for their data-driven marketing strategies as well.

Details

British Food Journal, vol. 123 no. 4
Type: Research Article
ISSN: 0007-070X

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Article
Publication date: 5 February 2020

Mark J. Holmes and Jesús Otero

The purpose of this paper is to assess the informational efficiency of Arabica (other milds) and Robusta coffee futures markets in terms of predicting future coffee spot prices.

Abstract

Purpose

The purpose of this paper is to assess the informational efficiency of Arabica (other milds) and Robusta coffee futures markets in terms of predicting future coffee spot prices.

Design/methodology/approach

Futures market efficiency is associated with the existence of a long-run equilibrium relationship between spot and future prices such that coffee futures prices are unbiased predictors of future spot prices. This study applies unit root testing to daily data for futures-spot price differentials. A range of maturities for futures contracts are considered, and the study also uses a recursive approach to consider time variation in futures market efficiency.

Findings

The other milds and Robusta futures prices tend to be unbiased predictors for their own respective spot prices. The paper further finds that other milds and Robusta futures prices are unbiased predictors of the respective Robusta and other milds spot prices. Recursive estimation suggests that the futures market efficiency associated with these cross cases has increased, though with no clear link to the implementation of the 2007 International Coffee Agreement.

Originality/value

The paper draws new insights into futures market efficiency by examining the two key types of coffee and analyses the potential interactions between them. Hitherto, no attention has been paid to futures contracts of the Robusta variety. The employment of unit root testing of spot futures coffee price differentials can be viewed as more stringent than an approach based on non-cointegration testing.

Details

Studies in Economics and Finance, vol. 37 no. 1
Type: Research Article
ISSN: 1086-7376

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Article
Publication date: 5 March 2018

Wen-Yu Chiang

The purpose of this paper is to propose a data mining approach for mining valuable markets for online customer relationship management (CRM) marketing strategy. The…

Abstract

Purpose

The purpose of this paper is to propose a data mining approach for mining valuable markets for online customer relationship management (CRM) marketing strategy. The industry of coffee shops in Taiwan is employed as an empirical case study in this research.

Design/methodology/approach

Via a proposed data mining approach, the study used fuzzy clustering algorithm and Apriori algorithm to analyze customers for obtaining more marketing and purchasing knowledge of online CRM systems.

Findings

The research found three hard markets and one fuzzy market. Furthermore, the study discovered two association rules and two fuzzy association rules.

Originality/value

However, industry of coffee shops has been always a fast-growing and competitive business around the world. Thus, marketing strategy is important for this industry. The results and the proposed data mining approach of this research can be used in the industry of coffee shop or other retailers for their online CRM marketing systems.

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Article
Publication date: 12 June 2017

İrem Eren-Erdoğmuş and Taşkın Dirsehan

The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market.

Abstract

Purpose

The purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market.

Design/methodology/approach

Two leading coffee shop brands – one local and one global – were analyzed with an emerging exploratory research technique – brand concept mapping (BCM) – to reveal their strong, favorable and unique associations leading them to market leadership.

Findings

The results indicate that, these two successful brands both have distinctive, yet relevant positions in their consumers’ mind. Local cultural experience is relevant for differentiating local brands, even if the coffee shop concept is globally imported. Global coffee shop brand, on the other hand, means membership to global middle income segment and is remembered as global fast coffee service.

Research limitations/implications

The main limitation of this exploratory study is the sample size limitation by its nature. So, the generalizability of the results should be approached with caution. Researchers use BCM technique; however, this method does not permit to reveal the expected levels and the importance of the attributes. Thus, further research are suggested to be complementary.

Originality/value

This study fills the research gap in revealing and comparing local vs global brand associations by using BCM technique, which enables one to measure the strength, unique and favorable associations/brand images more suitable to Keller’s (1993) conceptualization. This study pioneers in using this technique in international branding.

Details

Qualitative Market Research: An International Journal, vol. 20 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

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