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Functional dairy products market has been growing steadily in Iran. Awareness and perception related to these products has an important role in consumers’ acceptance and subsequently long-term marketplace success of these products. The purpose of this paper is to fill the knowledge gap in this regard, study conducted in Iran.

The theory of social marketing served as the framework of the study. Qualitative data were collected via eight semi-structured focus group discussions (FGDs), between May and September 2014. Participants were 65 women (44 housewives and 21 employed women), aged 23-68 years, selected by purposive sampling, with a maximum diversity. All FGDs were audio recorded and transcribed verbatim. Qualitative content analysis of the data was conducted by MAXQDA®.

Almost all participants were unfamiliar with the term “functional dairy products,” although, some of them had consumed these products. Apart from perceiving the functional dairy products as unnecessary by some participants, some women did not trust in health claims of these products for various reasons such as distrust in food manufacturers, exposure to contradictory information, and fear of unforeseen and dangerous side effects due to taking them. The participants agreed on the need for more information from a trusted and credible source such as health professionals or authorities through different communication channels like television, training classes, shopping center, and so on.

This study provides a unique insight into consumers’ awareness and perceptions concerning functional dairy products in Iran. To the best of the knowledge, this study is the first study in this regard in Iran. Given the novelty of these products in the market, the findings could provide information for the dairy industry to expand its market and improve its profitability and reliability, as well as public health sector to design and implement intervention programs to promote functional dairy products consumption in the population.

Dairy products are an essential part of a healthy diet, and dairy is an emerging food industry in China. Meanwhile, the dairy industry is one of the “disaster zones” with quality and safety issues occurring more frequently in its supply chain than in others. Based on qualitative research focused on consumers in the Northwest and South of China, the present study aims to understand and provide information on consumer perception of food safety in dairy products.

Nine focus group interviews were carried out from January to April 2018. Altogether, 61 participants (24 males, 37 females, aged 18–60 years) were recruited in four cities. Qualitative content analysis of the data was conducted using Nvivo version 11.4.0.

A high concern with the safety of dairy products is widespread, particularly among participants with children, who are especially worried about the safety of dairy products. High prevalence of food safety incidents causes consumers to lower their confidence in food safety, and make them pay more attention to the news about food safety incidents. Consumers tend to become less sensitive to price, focusing more on food safety and quality, while purchasing dairy products. Brand and purchase venue are the most important indicators for consumers to determine the quality of dairy products. Safety certification becomes increasingly important.

It has some limitations. The focus group interviews covered different two regions (Northwest and South of China). However, the number of focus groups was limited to nine because of budget constraints. The participants come from Northwest and South of the country, which means that the findings may not apply for another area of the country. A more representative sampling with a larger sample size would be necessary to increase the validity of the study. However, the results can serve as input for further research.

This paper explores the Chinese consumers' perception of food safety and dairy products, consumers' behaviour concerning dairy products based on focus group interviews with consumers. This study offers valuable insights to members of academia, food suppliers and policy-makers.

Discusses the restructuring of the food production, processing and retailing sectors in the USA. Describes different methods of vertical and horizontal integration that have occurred. Goes on to discuss the consolidation of business in retailing in particular. Refers to the relationships that are being formed between the supermarket chains, for example Wal‐Mart and Kroger, and dominant food‐chain clusters. Considers whether or not smaller retail chains and wholesalers should feel threatened by this consolidation. Takes the dairy sector in the USA as a case study in the restructuring of the retailing and processing sectors.

This study aims to explore the degree of Chinese consumers' trust and confidence in the Chinese dairy products supply chain and the relationships between trust and overall confidence in dairy products safety and quality.

This study collected data from 1,278 respondents by field survey from five provinces of China. The data were analyzed using ordered logit model.

This study shows the following results: (1) Chinese consumer confidence in domestic dairy products and trust in actors of the dairy chain are at a moderate-to-low level. (2) Government regulators are considered to take the most responsibility, with both an optimism-enhancing and a pessimism-reducing effect (the former effect is greater), while perceived trust in dairy farmers and retailers has little effect. (3) Perceived care has both an optimism-enhancing and a pessimism-reducing effect, and the former effect is stronger. Competence and openness have an optimism-enhancing effect and a pessimism-reducing effect, respectively. (4) The importance of the three dimensions of trust related to optimism-increasing and pessimism-reduction is limited, except in the case of government regulators.

This study contributes to a better understanding of consumer trust in food safety and also help demonstrate to the actors and institutions involved in the dairy supply chain the best way to improve the performance of their duties to meet the consumers' needs for safe and quality dairy products.

This case describes the challenges faced by Amul in organising dairy farmers into a co-operative and creating continuous opportunities for value addition. Participants in the case discussion are required to review the developments in the organisation and recommend a strategy for the future.

The purpose of this paper is to investigate the mineral content of seven Brazilian infant dairy product categories (petit Suisse cheeses, fermented milks, yogurts, fermented dairy beverage, dairy dessert, Requeijão cremoso spreadable cheese and UHT dairy beverages) and estimate their contribution to daily intake.

The composition of major (Ca, K, Mg, and Na) and trace (Pb, Cd, Cu and Mn) minerals was determined using Inductively Coupled Plasma Optical Emission Spectrometry. Furthermore, a comparative analysis of the mineral levels with the Reference Daily Intake (RDI) at different child development stages was carried out.

High Ca levels were observed in petit Suisse (3.44±1.66 mg g⁻¹), dairy dessert (3.88±0.02 mg g⁻¹) and Requeijão cremoso (4.14±0.07 mg g⁻¹). Dairy dessert presented the highest K level (2.57±0.07 mg g⁻¹), while the Requeijão cremoso presented the highest Na content (4.78±0.10 mg g⁻¹), and both products had the highest Mg contents (238.55±16.27 and 197.39±5.18 µg g⁻¹, respectively). Trace elements (Cd, Cu, Mn and Pb) were below the limit of detection for all commercial dairy foods. Among food products analyzed, petit Suisse cheese and dairy dessert can be considered good sources of calcium, while Requeijão cremoso is high in both calcium and sodium.

This study is the first to analyze the mineral levels of several Brazilian infant dairy foods and the daily intake contribution during important child development stages. These findings provide valuable guidance for researchers and practitioners trying to develop healthy and nutritious dairy products for infants and children.

During the past few decades, production and marketing of functional foods has increased in many countries including Iran. Considering the fact that consumers’ preferences play an important role in the success of marketing a product to increase consumption, this study aims to fill the knowledge gap in this regard in Iran.

The theory of social marketing served as the framework of this study. Qualitative data were collected via eight semi-structured focus group discussions, between May and September 2014. Participants were 65 women (44 housewives and 21 employed women), aged 23-68 years, selected by purposeful sampling technique, considering maximum diversity. All focus group discussions were audio recorded and transcribed verbatim. Analysis of the qualitative content of the data was conducted using MAXQDA® software.

The findings showed that there were quite diverse preferences among studied women in regards to different aspects of a product and its social marketing strategies. The preferences toward functional dairy products were categorized in four main groups: characteristics of products including sensory and non-sensory characteristics; price; place of the product supply; and promotion strategies of products categorized in three subgroups of informing and educating, advertising and recommending.

This study is the first study in this regard in Iran. Given the novelty of functional dairy products in the market, the diversity of preferences should be considered both in production of dairy foods and their promotion plans. This understanding can contribute to success of interventions to increase consumption of these products among consumers.

This case should facilitate participants to analyze the influence of internal and external factors on a growing company in the dairy, agro and food industries; analyze the drivers of a company’s competitive advantage; evaluate the relevance of the company in the new product-markets; and propose growth strategies for the expansion of the business beyond the core markets.

Gyan Dairy began its journey in 2007 and operated in the business-to-business segment by supplying skimmed milk powder and white butter to other dairy players. Then, the company launched its packaged milk brand in Lucknow – the capital city of Uttar Pradesh – one of the largest provinces in India. By the end of 2020, Gyan was the leading private dairy brand in Uttar Pradesh. The company’s vision was to become one of the top dairy brands in India by 2035. While deliberating on the growth choice, the company’s senior management debated whether to strengthen the company’s position in the existing markets or expand operations in adjacent locations. Increasing market share would have led to price wars or advertising costs. Diversifying into product categories involved the risk of product–market misfit and new product development and marketing costs. However, pursuing these options would further strengthen the company’s position in the North Indian market. Expanding into new locations would help establish the company’s presence across different parts of India. However, both these options were replete with various challenges. Expanding into new markets needed one of the promoters of the Gyan Diary, to relocate, build new markets and institutional connections and build a completely new localized economy of scale, which would create a financial burden on existing operations until the new operation was self-sustainable. However, in this journey, they would find and build a model to help expand their operations in other countries as well. Ideally, the company could pursue all the options, but this was not possible due to constrained resources.

This case allows students to discuss and evaluate alternate growth options associated with operationalizing the growth strategy choices in perishable branded food categories beyond existing markets and products. In addition, it also helps discuss how to arrive at such decisions after analyzing the focal firm’s market opportunities and existing capabilities. This case is helpful for the “growth strategy” module in the strategic management core course in a general MBA program and in specialized MBA programs in food and agri-business management.

This case is suitable for graduate-level courses on strategic management courses in general management programs and agri-business management programs. In a strategic management course, the case will help cover topics such as analysis of the internal and external environment of the firm and growth and expansion strategies. This case will help teach how to build competitive advantage in dairy and agro-food industries and the strategic analysis needed while pursuing growth decisions. Emerging markets, including India, are the growth markets for leading multinational companies in the food and dairy industries.

Teaching notes are available for educators only.

CSS 11: Strategy.

The paper contributes to the debate about local food and conceptualization of rural entrepreneurship by analysing the performance of small-scale dairies departing from their relation to innovations, innovative activities and risk.

The authors use phenomenography to identify representative categories, and to draw conclusions about how these are consistent or different from dominant definitions of rural entrepreneurship and self-employment. The authors conducted semi-structured interviews, participatory workshops and compiled a database of all small-scale dairies established between 1968 and 2020.

A focus on innovations contributes to differentiate between rural entrepreneurship and self-employment and how these interact in the process of economic growth. Innovations are seldom disruptive. Instead, innovative behaviour is strongly related to business models and to imitation. Social capital and collective action play a key role for the innovative capacity of small businesses, especially to realize disruptive innovations, such as the establishment of a new market.

The innovative capacity of rural businesses can be understood through their ability to break patterns, alter institutions and turn embededdness into assets. Rural entrepreneurship and self-employment are intertwined in the economic growth process.

Innovative behaviour is a significant aspect for firm survival over time, and it is also strongly related to new business models. Most rural firms can be characterized as self-employment, the latter are essential because they provide rural livelihoods and help bring maturity to newly established markets.

The right type of support, e.g. adopting enabling industrial regulations and granting access to constructive experiences of others, contributes to the innovative behaviour of small-scale rural firms.

This study differentiates rural entrepreneurship from rural self-employment by analysing the role of innovation. The authors show how innovations and innovative behaviour work their way through the process of economic growth and how innovation can break patterns by turning rural embeddedness into assets; and how innovative behaviour related to self-employments contributes to the creation of value and interacts with entrepreneurship in the process of economic growth.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.