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The purpose of this paper is to report a survey in random-selected supermarkets in Italy in order to identify the attitudes and perceptions of consumers toward milk and in particular toward donkey milk.

The analysis was conducted through Google Forms platform of docs.google interviews with a sample of 705 consumers who were given a questionnaire to collect information about their economic status and their attitudes toward milk and special milk consumption.

The results were analyzed in order to identify the socio-economic and behavioral characteristics of homogeneous groups of consumers. They consume milk mainly because it is not expensive and it is possible to easily buy it in the supermarket. They consume special milk mainly because of food allergies or intolerances. They would like to buy special milk at large-scale retail trade outlets; they underline difficulties in finding and purchasing it. They think that the price of special milk is very high.

The results showed that those who occasionally consume special milk choose it because it is more nourishing or for health reasons; there is also a significant association between the judgment on prices of special milk and the frequency of purchase. The estimation of a generalized linear model allowed to highlight that only age and the presence of health problems/intolerances are significant predictors of special milk consumption.

1. Analyze the factors influencing the creation of a social enterprise, while appreciating the theoretical perspectives on social entrepreneurship and social innovations. 2. Analyze the impact of social enterprises on sustainable development. 3. Recognize the need for different types of strategies in the varied situation. 4. Analyze the business model.

Shashi Kumar, the CEO of Akshayakalpa Farms & Foods Pvt Ltd (Akshayakalpa), is determined to take the business to the next growth level. He has integrated technology to measure and monitor the quality of milk and to reach out to tech-savvy customers. Owing to the preservative-free and short life of milk, he believes that redesigning the marketing and distribution strategies is the only way to ensure the massive expansion and growth that will enable Akshayakalpa to reach out to customers directly and quickly. Another issue he was facing was a lag in receivables. Their receivables from vendors were delayed and held up because of issues related to product spoilage and returns. This has posed a liquidity challenge to Akshayakalpa. Amidst all these challenges, he wants to develop the best strategy to take the business forward to the next level.

This case can be used in undergraduate or postgraduate courses in Management, Social Entrepreneurship and Business Sustainability with special relevance to social enterprise creation, enterprise growth strategies, sustainable development, sustainable business models, etc.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

This chapter focuses on donkey traders and trading in Kashgar in Xinjiang Uyghur Autonomous Region, an area which has experienced unrest and also seen sporadic incidents of violence that reflect the social and political instability in China since the 1990s. The Uyghurs are a Turkic speaking Islamic people who are classified as one of the country's 56 ethnic groups. Since the establishment of the People's Republic of China in 1949, mass migration of Han Chinese to this remote Central Asian region has intensified relations between the indigenous Uyghurs and the migrant Han Chinese, with many socioeconomic and political consequences. Through an exploration of the Uyghurs' cultural and religious understanding of donkeys and the multidimensional transactions of donkeys in livestock markets between Han Chinese and Uyghurs, the chapter argues that the practices and meanings of culture are both accommodated and contested when economic and political realities are simultaneously in play. Examining the changing characteristics of the intermediaries at donkey markets also sheds light on the ways in which these actors are becoming agents who bridge peasant communities in remote parts of southern Xinjiang and national markets amidst otherwise unfavourable social and economic conditions.

The purpose of this chapter is to evaluate the management of the rural tourist experience in Cyprus. In doing so, it specifically attempts to examine rural tourists’ experiences in relation to travel motives and activities performed in rural areas in Cyprus, explore overall satisfaction with the rural tourist experience with regard to several physical, social, and symbolic attributes derived from the literature review and elicit recommendations that can improve the tourist experience in rural areas.

An exploratory research approach was utilized, whereby 70 open-ended casual interviews were conducted with domestic and international tourists visiting rural areas in Cyprus.

Main findings derived from this study include the realization that the rural tourism experience is fragmented and largely shaped by travel motives, regional characteristics, support services, and service provision.

A refined segmentation strategy is proposed as well as the development of synergistic, innovative linkages among rural tourism stakeholders and across sectors in the industry, with thematic clusters representing a favorable proposed strategy.

Although the study is centered on a single case, theoretical and practical implications may be derived with regard to the demand aspects of rural tourist experiences. In turn, such insights may be transferrable to other rural destination contexts.

The purpose of this study is to propose a conceptual framework of beautification/modification services, to introduce the special issue on the topic “Mirror, Mirror on the Wall! Examining the Bright and Dark Side of Face and Body Beautification/Modification Services” and to provide a future research agenda.

Building on the available literature, the authors developed the “Nip and Tuck” service framework of beautification/modification services depicting the motives, benefits and outcomes while it identifies current industry trends.

The authors explore the antecedents and consequences (positive and negative) of consuming face and body beautification/modification services and integrate these in the “Nip and Tuck” service framework. In the framework, the authors acknowledge the critical role of new technologies such as augmented reality apps and the internet in enabling and transforming beautification/modification services into commodities. The framework also identifies the benefits consumers seek and derive from these services while it recognizes current trends that shape the industry. The authors conclude with a set of future research directions that arise from the framework and the papers in the special issue.

The attained insights are useful to managers of beautification and modification services seeking to understand and satisfy their customers’ needs while securing their well-being.

Understanding the role of beautification and modification services in consumers’ well-being is essential for business managers and policymakers.

The authors propose a novel, “Nip and Tuck” framework of face and body beautification/modification services and its key antecedents and consequences while considering both their bright and dark sides.

The very high rate of infant mortality and the profound effects of malnutrition during infancy on the physique in after life are of such national importance that no excuse is needed for referring to a subject which has been much to the fore of late, and has figured prominently in medical literature as well as in the columns of the daily press. The fact that about two‐thirds of the total infant mortality is due to diarrhœa is quite enough to show that the danger is not an imaginary one.

Inspections have been made during the year at the majority of the principal food importing ports in England and Wales in connection with the administration of the Public Health (Foreign Meat) and the Public Health (Unsound Food) Regulations, 1908.