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Food, notably its logistics, security, quality, sustainability and social inclusiveness, is increasingly considered as a crucial element in urban settings, deserving specific institutional and strategic instruments. This is testified by the proliferation of urban food strategies, that is municipal strategic documents that various European cities have adopted during the last decade.

This chapter examines the emergence and diffusion of the concept in Europe, contextualizing it in connection with broader thesis on ‘alternative’ food systems, ‘new localism’ and ‘strategic planning’, in order to unpack how the notion has been constructed. The first part of the chapter reviews the existing literature on urban food strategies, by presenting the debate over the definition of the concept and discussing the normative stance of scholars in regard to ‘alternative’ practices.

After providing a working definition of urban food strategies, the second part presents an overview of their diffusion in Europe and briefly maps the historical diffusion of the model since the first appearance in Toronto in 2000.

The fast adoption of urban food strategies in different urban contexts suggests the necessity of further investigations on the motivations behind the cities’ drive towards food governance. In this sense, the chapter argues in favour of a more cautious assessment of food strategies on behalf of scholars, beyond the positive enthusiasm that has been so far connected to them. In particular, the chapter calls for a critique on the political implications of food strategies, which urgently need to be assessed within strategies of city branding, and to be tested on their actual consequences on urban regeneration and development processes.

The purpose of this paper is to examine how the incorporation of marketing elements into consumer risk coping strategies affects consumer purchase decision during periods of food safety concern.

This research used a structured questionnaire administered to a convenience sample of 216 respondents. By using logistic regression, a consumer risk coping framework incorporating marketing strategies was successfully developed to test the impact of brand and quality assurance, price reduction, availability in all stores and endorsement from an independent organization, which may not act alone but combine with each other during food purchase.

The research confirms that consumers adopt risk coping strategies in time of food risk concern and their coping strategies include marketing elements such as brand and quality assurance, price reduction, availability in all stores and endorsement from an independent organization.

The framework helps marketers to predict the effect of their marketing plan by incorporating consumers' risk coping strategies, in turn to improve consumers' purchase intention when perceived food safety risk exists.

This research demonstrates how marketers can incorporate marketing strategies in a consumer risk coping framework, in order to provide an insight for the industry to evaluate the effectiveness of their marketing strategies in times of food safety concern.

Food recalls are more potentially harmful than other product recalls. This research aimed to investigate the effect of the recall strategies of food corporations on their brand image and consumers’ purchase intention.

This study adopts a between-subjects experiment of 2 (corporate recall strategy: voluntary recall, mandatory recall) *3 (food recall level (severity): high, medium, low), and recruits 224 consumers involved in cereal product recall in China. The authors inductively examine the effects of voluntary and mandatory recall on consumer perception and behavior intentions in the recall process.

Voluntary recall (vs. mandatory recall) will improve corporate brand responsibility image (vs. brand ability image) and consumers’ purchase intention to focal brand (vs. competitive brand and organic brand). Perceived corporate legitimacy and food safety play a mediating role. The former has a greater positive impact on brand image, and the latter has a more significant favorable influence on purchase intention. Furthermore, recall level has a moderating effect on the association between corporate recall strategy and perceived food safety, but is not significant in the effect of corporate recall strategy on perceived corporate legitimacy.

Previous inconsistent conclusions cannot effectively guide food corporations to manage recall strategies. This paper demonstrates the response mechanism of the recall strategy from the perspective of corporate social responsibility, which is beneficial to food safety crisis management and research.

In search of new perspectives on sustainable food production, this paper focuses on three fields of literature, namely corporate responsibility (CR), supply chain management (SCM) and strategy. The purpose of this paper is to identify the recent theoretical developments and then integrate them in a framework for studying and managing corporations.

Conceiving socio‐cultural and economic systems within the ecosystem, this paper call for research in the food sector that takes the planetary boundaries into consideration and places the essential needs of the world's poor onto the research agenda of CR, SCM and strategy.

First, a new perspective on CR could be “holistic and beyond responsive”, as it emphasizes the focal actor's role. Second, SCM could be strengthened at its interface with sustainability by the “bottom of the pyramid” view, as it looks for new ways to make business models and operations beneficial for poor communities. And third, in examining the strategies for these two, the strategy‐as‐practice perspective might prove useful, as it is not only limited to organizational practice but also includes the concepts of organizational praxis and practitioners.

This paper argues that these new perspectives are promising avenues for managing and studying business in the food sector, and thus have implications for both academia and industry.

The framework provided in the paper combines three important areas of business research for sustainable development, namely CR, SCM and strategy.

The purpose of this study is to compare the impact of multi‐period pricing, as an example of more dynamic pricing and discounting strategy with that of a present less dynamic alternative on customer satisfaction and consumers' willingness to make trade‐offs between price and remaining shelf‐life.

The authors conducted interviews with three food retail managers in South Korea to gather practical information about the management of perishable foods, which informed the design of a survey in which consumers in South Korea were questioned about their perceptions of the two strategies, with respect to nine perishable food products in three categories. The data collected were analysed by one‐way ANOVA and the t‐test.

The findings of this research present an improved understanding of the impact of a multi‐period pricing strategy on consumer satisfaction and customer behaviour for perishable foods. The conclusions have the potential to significantly assist food retailers to understand the consumers' perspective on the benefits of a more dynamic pricing strategy.

The findings suggest that food retailers can enhance customer satisfaction by offering an earlier but lower discount, and increasing it as perishable food items approach their expiry date, rather than a higher discount when the expiry date is imminent.

The findings in this study are significant since they serve as the first step in measuring the value of dynamic pricing approaches that provide better trade‐off options between price and remaining shelf‐life from consumers' perspectives.

This study aims at exploring the choices of livelihood strategies amongst the rural youth and how these choices relate to food security and income poverty.

The study used data from the 2016/17 wave of Integrated Household Living Condition Survey, with a sample size of 1,050 rural youths. Statistical and econometrics methods including descriptive statistics and the Multinomial Endogenous Treatment Effect (METE) model were used to analyse the data.

Livelihood choices were grouped into five categories, namely agriculture, non-farm wage employment, agriculture plus non-farm wage, agriculture plus self-employment and agriculture plus non-farm wage plus self-employment. The estimates from METE indicate that the youths' choice of non-farm wage, agriculture plus non-farm wage and agriculture plus self-employment contributes substantially to household food security improvement and poverty reduction. These findings show that agriculture is necessary but not a sufficient livelihood strategy to sustain the rural youth's contribution to youth's household welfare. The rural youth will pursue agriculture as a reliable source of livelihood not only for food self-sufficiency, but also for ensuring adequate return to labour.

This paper extends single choice analysis to multiple choices impact analysis, which has the advantage of accounting for selection bias due to both observed and unobserved heterogeneity. This paper assesses the differential impact of the choice of single as well as multiple livelihood strategies.

To achieve the dual goals of decarbonization and food security, this paper examines China's carbon footprint reduction in 2050 based on current mitigation strategies.

Considering publications as featured evidence, this study develops an investigation of agricultural decarbonization in China. First, the authors summarize the mitigation strategies for agricultural greenhouse gas (GHG) emissions in the existing literature. Second, the authors demonstrate the domestic food production target in 2050 and the projection target's projected life-cycle-based GHG emissions at the commodity level. Lastly, the authors forecast China's emission removal in the agri-food sector in 2050 concerning current mitigation strategies and commodity productions. The authors highlight the extent to which each mitigation strategy contributes to decarbonization in China.

Practices promoting sustainable development in the agri-food sector significantly contribute to GHG emission removal. The authors find mitigation strategies inhibiting future GHG emissions in the agri-food sector comprise improving nitrogen use efficiency in fertilizers, changing food consumption structure, manure management, cover crops, food waste reduction, dietary change of livestock and covered manure. A 10% improvement in nitrogen use efficiency contributes to 5.03% of GHG emission removal in the agri-food sector by 2050. Reducing food waste and food processing from 30% to 20% would inhibit 1.59% of the total GHG emissions in the agri-food sector.

This study contributes to policy discussions by accounting for agricultural direct and indirect emission components and assessing the dynamic changes in those related components. This study also extends existing research by forecasting to which extent the decarbonization effects implemented by current mitigation strategies can be achieved while meeting 2050 food security in China.

According to the “classical” school of thought , the implementation of a firm’s strategy can be the result of a deliberate and rational process, or alternatively an emergent and non‐intentional one. The rising importance of logistics in retail strategy, and, in particular, the impact of centralisation of logistical activities upon the development of a retail logistics strategy, necessitates an in‐depth examination of the relevant company actions. This paper identifies which strategic approach is followed by domestic and multinational firms that operate in the Greek food multiple retail sector. The findings point out the major importance of warehousing in multinational firms’ logistics operations and the vital role of logistics in multinational retailers’ strategy. Multinational firms follow a deliberate logistics strategy that leads to increased logistics efficiency when compared to domestic firms that follow the emergent logistics strategy.

The purpose of this paper is to provide empirical insight into types of marketing strategies and the implementation difficulties of agri-food exporters, with the purpose to get information about them related to firm size, export experience and capital ownership.

Focussing on Serbian agri-food exporters, this study employed quantitative design and descriptives-causal approach. An e-mail questionnaire is used to collect data, with aim to determine the influence of firm characteristics on marketing strategy selection and implementation. Descriptive statistics, difference between group tests, and correlation are used in data analysis.

Results indicate that large and foreign-owned firms opt for standardization of the product, distribution and promotion, while they prefer an adaptation strategy for price. These firms have fewer difficulties implementing selected strategies compared to small businesses and domestically owned firms. The impact of export experience is mixed and less influential.

The main research limitations relate to the one country case, but results offer several implications for researchers, management of agri-food exporters, policy makers and society.

This paper presents the original insight from agri-food exporters originated from one small, emerging economy for all marketing mix elements. Due Serbian case uniqueness it challenges previous findings and provide a “laboratory” for testing export marketing strategies. Research is easy for replication in the other countries and its results might be used for comparisons in further studies of agri-food exporters’ marketing strategies in other small, developing countries.

This paper aims at understanding how companies in the agri-food are reconfiguring their competitive strategies to face the coronavirus disease 2019 (COVID-19) pandemic. Literature has focused mainly on the effect of the pandemic on the supply chain or in its value chain but little has been said on the competitive strategies adopted to overcome the challenges posed by COVID-19 pandemic.

The study was conducted on Italian companies operating in the agri-food industry from May to September 2020, following a mixed method approach. First, a focus group with experts in competitive strategy and agri-food industry has been organized to identify the most important challenges that companies are facing. Second, through a structured questionnaire, data from 123 companies operating in the agri-food industry were gathered and analyzed with K-means clustering method.

Four clusters of companies were identified, each implementing different strategies to face the COVID-19 pandemic: “the cost fanatics”, “the brand focused”, “the sales centered” and “the strategists”. Furthermore, it was possible to identify new trends in competitive strategies to increase the added value that the Italian agri-food industry can provide to the customer.

The paper answers to the need for an investigation of the competitive strategies that agri-food companies have put in place to face the COVID-19 pandemic; moreover, it provides insights on how companies are adapting themselves to this rapidly changing environment. From a managerial point of view, it gives practitioners and managers useful insights on the different strategies that companies are undertaking to maintain a competitive advantage.