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1 – 2 of 2Ismael Castillo-Ortiz, Minwoo Lee, Scott Taylor and Diego Bufquin
This paper aims to uncover patterns of Mexican craft beer consumers and guide companies’ decisions in the creation of new products, marketing strategies, advertising and promotion…
Abstract
Purpose
This paper aims to uncover patterns of Mexican craft beer consumers and guide companies’ decisions in the creation of new products, marketing strategies, advertising and promotion to increase craft beer sales and contribute to faster growth.
Design/methodology/approach
This is a conjoint analysis with a selection of attributes for new or renewed products, marginal disposition to pay for particular characteristics through brand-specific choice-based design, and market simulation.
Findings
This paper clearly demonstrates consumers’ preferences and willingness to pay in Mexico, with a cutting-edge market research technique combining the prioritization of preferred craft beer characteristics, and the price consumers are willing to pay for such product characteristics.
Research limitations/implications
The study's sample size of 501 responses is relatively small compared to the total number of craft beer consumers in Mexico. To enhance the validity and reliability of the findings, future studies should aim to obtain larger samples and compare their results with those of this study.
Practical implications
This study has important implications for craft beer producers, allowing them to develop targeted craft beers with appealing attributes for Mexican consumers, such as color, aroma intensity, alcohol degree intensity, bitterness, foam level and price.
Social implications
This study's market forecasting simulation technique is based on assumptions of consumer behavior and market dynamics. Although relevant variables were considered, unanticipated external factors or market changes could impact the forecasts' accuracy. This will allow for a more comprehensive understanding of craft beer consumer preferences in different markets and enhance the reliability of forecasting techniques.
Originality/value
This paper informs craft beer producers by providing valuable knowledge on customers’ preferences and willingness to pay to enhance craft beer companies’ product development processes.
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Keywords
Adegboyega Oyedijo, Simonov Kusi-Sarpong, Muhammad Shujaat Mubarik, Sharfuddin Ahmed Khan and Kome Utulu
Implementing sustainable practices in multi-tier supply chains (MTSCs) is a difficult task. This study aims to investigate why such endeavours fail and how MTSC partners can…
Abstract
Purpose
Implementing sustainable practices in multi-tier supply chains (MTSCs) is a difficult task. This study aims to investigate why such endeavours fail and how MTSC partners can address them.
Design/methodology/approach
A single-case study of a global food retail company was used in this study. Semi-structured interviews with the case firm and its first- and second-tier suppliers were used to collect data, which were then qualitatively analysed using thematic analysis.
Findings
Major barriers impeding the implementation of sustainability in multi-tier food supply chains were revealed such as the cost of sustainability, knowledge gap, lack of infrastructure and supply chain complexity. Furthermore, the findings reveal five possible solutions such as multi-tier collaboration and partnership, diffusion of innovation along the chain, supply chain mapping, sustainability performance measurement and capacity building, all of which can aid in the improvement of sustainability practices.
Research limitations/implications
Future research should investigate how specific barriers and drivers affect specific aspects of sustainability, pointing practitioners to specific links between the variables that can aid in tailoring sustainability oriented investment.
Practical implications
This research supports managerial comprehension of MTSC sustainability, pointing out ways to improve sustainability performance despite the complex multi-tier system of food supply chains.
Originality/value
The research on MTSC sustainability is still growing, and this research contributes to the debate about how MTSCs can become more sustainable from the perspective of the triple bottom line, particularly food supply chains which face significant sustainability challenges.
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