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This study aims to explore marketing strategies that UK fish farming businesses can use to gain a competitive advantage. The marketing strategies examined include product branding and core competencies, sales promotion, market positioning and segmentation.

A survey through an online questionnaire was mailed to five randomly selected trade associations of UK fish farming businesses and distributed to their registered members, of which 200 responded. Both male and female genders with different age groups and levels of experience in the UK fish farming business participated. In addition, ten articles were sampled for a systematic review.

Results show that UK fish farming businesses could increase sales by using ecolabels in product branding to attract premium prices, build consumer confidence and using high-quality packages for fish products will keep fish fresh for a longer period.

The scope of this research is limited to the UK. The findings cannot be generalised and used for other jurisdictions because of variable economic and market conditions.

A significant recommendation from this case study is that fish farming businesses need to be creative and innovative in ways such as leveraging branding, sales promotions and core competencies to win the trust and confidence of consumers. Most importantly, each fish farming business should know the specific marketing strategy that works for them; this case study shows that not all branding and sales promotion techniques enhance competitiveness. The scope of this research is limited to the UK. The findings cannot be generalised and used for other jurisdictions because of variable economic and market conditions.

The purpose of this paper is to critically examine the multinational oil companies’ (MOCs) corporate social responsibility (CSR) initiatives in Nigeria. Its special focus is to investigate the impact of the global memorandum of understanding (GMoU) on gender and food security in the Niger Delta region of Nigeria.

This paper adopts a survey research technique aimed at gathering information from a representative sample of the population. A total of 800 women respondents were sampled across the rural areas of the Niger Delta region. It is essentially cross-sectional, describing and interpreting the current situation.

The results from the use of a combined propensity score matching (PSM) and logit model indicate that the CSR interventions of the MOCs using GMoUs have contributed to empowering women to effectively discharge their role in food and nutritional security. This is achieved by enhancing coherence in policies on gender, agriculture, nutrition, health, trade and other relevant areas in the Niger Delta. The findings also show that the CSR intervention of MOCs supported ecologically sound approaches to food production, such as agro-ecology that promotes sustainable farming and women’s empowerment in the region.

This suggests that recognizing and respecting the local knowledge of farmers, including women farmers, will help develop locally relevant food and nutrition security in sub-Saharan Africa.

This implies that promoting the implementation of everybody’s right to food, particularly that of women, as well as giving women rights to other resources such as land, in addition to engaging women and men in challenging the inequitable distribution of food within the household, will help strengthen food security in Africa.

This research contributes to the gender debate in agriculture from a CSR perspective in developing countries and serves as a basis for the host communities to demand social projects. It concludes that corporate establishments have an obligation to help solve problems of public concern.

High levels of child obesity alongside rising stunting and the absence of a coherent food policy have deemed UK’s food system to be broken. The National Food Strategy (NFS) was debated intensely in media, with discussions on how and who should fix the food system.

Using a mixed methods approach, the authors conduct framing analysis on traditional media and sentiment analysis of twitter reactions to the NFS to identify frames used to shape food system policy interventions.

The study finds evidence that the media coverage of the NFS often utilised the tropes of “culture wars” shaping the debate of who is responsible to fix the food system – the government, the public or the industry. NFS recommendations were portrayed as issues of free choice to shift the debate away from government action correcting for market failure. In contrast, the industry was showcased as equipped to intervene on its own accord. Dietary recommendations made by the NFS were depicted as hurting the poor, painting a picture of helplessness and loss of control, while their voices were omitted and not represented in traditional media.

British media’s alignment with free market economic thinking has implications for food systems reform, as it deters the government from acting and relies on the invisible hand of the market to fix the system. Media firms should move beyond tropes of culture wars to discuss interventions that reform the structural causes of the UK’s broken food systems.

As traditional media coverage struggles to capture the diversity of public perception; the authors supplement framing analysis with sentiment analysis of Twitter data. To the best of our knowledge, no such media (and social media) analysis of the NFS has been conducted. The paper is also original as it extends our understanding of how media alignment with free market economic thinking has implications for food systems reform, as it deters the government from acting and relies on the invisible hand of the market to fix the system.

This study analyses the literature on artificial intelligence (AI) and its implications for the agri-food sector. This research aims to identify the current research streams, main methodologies used, findings and results delivered, gaps and future research directions.

This study relies on 69 published contributions in the field of AI in the agri-food sector. It begins with a bibliographic coupling to map and identify the current research streams and proceeds with a systematic literature review to examine the main topics and examine the main contributions.

Six clusters were identified: (1) AI adoption and benefits, (2) AI for efficiency and productivity, (3) AI for logistics and supply chain management, (4) AI for supporting decision making process for firms and consumers, (5) AI for risk mitigation and (6) AI marketing aspects. Then, the authors propose an interpretive framework composed of three main dimensions: (1) the two sides of AI: the “hard” side concerns the technology development and application while the “soft” side regards stakeholders' acceptance of the latter; (2) level of analysis: firm and inter-firm; (3) the impact of AI on value chain activities in the agri-food sector.

This study provides interpretive insights into the extant literature on AI in the agri-food sector, paving the way for future research and inspiring practitioners of different AI approaches in a traditionally low-tech sector.

The psychological foundations of consumers’ reasons for product choices are analyzed in the field of marketing. The purpose of this research is to identify the implicit reasons for white meat consumption in the UK and Turkey.

In the scope of the means-end chain theory, in-depth interviews were conducted with individuals, and the reasons for consumers’ product preferences were revealed by moving from concrete to abstract.

It has been determined that the white meat consumption of Muslims in the UK is primarily shaped by their religious approach. In Turkey, on the contrary, both consumption patterns and reasons for preference are changing. It has been found that white meat consumption is associated with values such as security needs, satisfaction with life, self-fulfillment and happiness.

This research has contributed to the marketing literature by examining consumers’ implicit consumption reasons for white meat in the context of religion and culture.

Marketing strategies should focus on building trust in halal certification, particularly in the UK. Brands should associate their promotion strategies with feelings of security and happiness, which are associated in the minds of consumers.

This study is a new study in terms of revealing the connotations of consumers about consuming chicken and fish and showing the implicit needs that the brands can emotionally associate with.

Women’s empowerment remains a key development challenge in Kenya. The purpose of this study is to attempt to understand the status of women’s empowerment and the key contributors to their disempowerment in Kenya’s aquaculture sector.

A cross-sectional survey was conducted on 534 male and female fish farmers from 300 households drawn from six counties in Kenya (Kakamega, Kisumu, Kisii, Kiambu, Meru and Nyeri). The Abbreviated Women’s Empowerment in Agriculture Index (A-WEAI) was adapted to Abbreviated Women’s Empowerment in Fisheries and Aquaculture Index (A-WEFI) to suit the aquaculture and fisheries sub-sector. The adapted A-WEFI was then used to estimate and the status of women’s and men’s using five domains of empowerment (5DE) and a gender parity index (GPI). Data were analysed using descriptive statistics, Cramer’s V and sensitivity analysis as test statistics.

About 86% of the men and 80% of the women were classified as empowered. The mean score of the 5DE was 0.93 and 0.95 for women and men, respectively. In addition, 82% of the households achieved gender parity, suggesting that for such households, empowerment of men was no greater than that of women. Overall, the results suggest no major differences between the empowerment of women and men. Findings suggest areas of improvement in empowerment: when observed separately, women report lack of agency in production, resource, time-use and allocation and leadership.

This paper adapts the A-WEAI to the fisheries and aquaculture context, in bid to bridge the gap in standard women’s empowerment measurement methods in this area. Also, there are limited empirical studies on the multifaceted empowerment of women in aquaculture in Kenya. The findings are meant to serve as a point of reference for policymakers, as they develop gender-responsive intervention programmes, and in implementing gender mainstreaming in Kenya.

The purpose of this paper is to critically examine the multinational oil companies’ (MOCs) corporate social responsibility (CSR) initiatives in Nigeria. Its special focus is to investigate the impact of the global memorandum of understanding (GMoU) on mainstreaming gender sensitivity in cash crop market supply chains in the Niger Delta region of Nigeria.

This paper adopts an explanatory research design with a mixed method to answer the research questions and test the hypotheses. A total of 1,200 rural women respondents were sampled across the Niger Delta region.

Results from the use of a combined logit model and propensity score matching indicate a significant relationship between the GMoU model and mainstreaming gender sensitivity in cash crop market supply chains in the Niger Delta.

This study implies that MOCs’ CSR interventions that improve women’s access to land and encourage better integration of food markets through improved roads and increased mobile networks would enable women to engage in cash crop production.

This implies that improving access to credit through GMoU cluster farming targeted at female farmers would improve access to finance and extension services for women in cash crop production in the Niger Delta.

This research contributes to the gender debate in the agricultural value chain from a CSR perspective in developing countries and is rational for demands for social projects by host communities. It concludes that businesses have an obligation to help solve problems of public concern.

On completion of this case study, students will be able assess new venture opportunities by properly allocating expansion fund in growing the business; analyzing various scaling-up options; applying the Ansoff matrix for growth and expansion; designing a framework for scaling up; and using the business model canvas.

Mr Sreeram established Eruvaka Technologies in Vijayawada, Andhra Pradesh (India), in 2015 to provide products and services related to aquaculture. The company was founded with the goal of assisting prawn farmers who had trouble keeping up with the demands of the industry. Eruvaka Technologies created risk-reducing and productivity-boosting on-farm diagnostic devices for aquaculture growers. The company developed low-cost monitoring and automation solutions for aquaculture by merging sensors, mobile connection and decision tools. Eruvaka’s primary objective was to offer reasonably priced, technologically advanced goods and services to farmers. Eruvaka matured into a promising startup over time, attracting $5m in funding. Sreeram and his team had to detail their plan to their investors about how they intended to use the money from each funding rounds toward growing the business, how the company planned to achieve sustainable and competitive advantage while providing value to its consumers and how they would address critical issues including product acquisition cost, supply chain problem and customer anxiety.

This case study can be taught as part of undergraduate- and postgraduate-level courses and Master of Business Administration courses.

Teaching notes are available for educators only.

CSS 11: Strategy.

There is an increasing need for greater awareness and understanding of the risks climate change poses to farming communities so as to inform appropriate adaptive responses. The purpose of this study is to investigate farmers’ climate change impacts, awareness, risk perception and current adaptation strategies adopted to deal with the impacts of climate change on their livelihood.

This research was undertaken with 67 farmers in Bayelsa State, Nigeria. This study used a combination of focus group discussion and quantitative survey to obtain data. Surveyed farmers were invited to an initial workshop and asked to take photos of climate change impacts on their land and the adaptation strategies being adopted. The photos were analysed and discussed with the farmers in a second workshop. Then, in a third workshop, farmers and other stakeholders came together to rank the most important consequences of climate change and shared knowledge on adaptation strategies. The survey and photovoice data were analysed using descriptive and inferential statistics.

The results of this study showed that a majority of the farmers were knowledgeable of climate change, mostly got climate information through media. Floods and high temperatures were perceived as the most occurring climate change-related disaster risks. Majority of the farmers perceived climate change as high risk and have taken up multiple adaptation strategies in response to it, including changing planting times, mulching their land and digging irrigation pits. Farmers’ responses indicated that they want to do more but are restricted by financial resources.

This study outcomes provide evidence for a need to consider stakeholders’ participation in planning climate change responses to effectively address the challenges posed by climate change, particularly in coastal agricultural communities. Government and relevant agencies as recommended need to support farmers to undertake needed adaptive strategies to adapt with future flooding, high temperature and drought, providing them with necessary facilities to enhance their adaptive capacities.

To the best of the authors’ knowledge, this was one of the first studies to use photovoice to investigate climate change awareness, impacts and adaptations strategies with majority female farmers in west Africa. This study highlights the importance of participatory approaches to capture grassroots climate adaptation approaches.