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After reading and discussing this case study, students will be able to explain the concept of diffusion of innovation and predict how the passion fruit-infused vinaigrette (PFIV) might spread throughout the Thai market; analyze the market environment for condiments in Thailand and identify specific opportunities that Preedha Vinchit and her team should consider for the successful launch of the PFIV; interpret both qualitative and quantitative data gathered by the new product development (NPD) team and discuss its implications for the product’s market strategy and development; and critique the initial launch plan proposed by Krit Anon, suggest practical strategies and calculate the break-even point necessary to meet the project’s financial goals.

During July 2023, Vinchit, product marketer at the Thani Food Institute (TFI), faced a critical decision regarding the launch of the APFIV. Developed from TFI’s patented passion fruit peel powder, the PFIV offered functional benefits and addressed the sustainable use of passion fruit resources. As COVID-19 restrictions eased, TFI’s board of advisors anticipated a successful market entry for PFIV. Anon, culinologist and chef behind PFIV’s formulation, expressed keen interest in launching it independently with a startup investment of THB 500,000 (US$14,388). Vinchit, with market research and home-use test results indicating positive consumer reception in hand, contemplated whether to proceed with a launch plan of TFI’s design or endorse Anon’s entrepreneurial venture. Critical considerations included market viability, strategic partnerships, target demographics and marketing strategies encompassing pricing, distribution and promotional campaigns. The decision hinged on maximizing PFIV’s market potential amidst Thailand’s robust condiment consumption and growing health awareness.

This case study can be used in undergraduate and graduate courses in entrepreneurship, food product development, marketing strategy, market research and innovation on topics including NPD, opportunity identification, concept testing, consumer research analysis, marketing strategy formulation, business/financial analysis and launch strategies. This case study may be more useful in the middle or later parts of a course or module when an instructor is focusing on any or all stages of the NPD process and the strategic decisions, particularly for aspiring entrepreneurs with limited resources. Additionally, students should have developed at least some preliminary understanding of qualitative and quantitative research methods. This case study has been very effective in demonstrating various organizational processes and decision-making tools, which allow students to apply strategy frameworks and systematically evaluate several alternatives.

Teaching notes are available for educators only.

CSS 3: Entrepreneurship.

This paper aims to examine the influence of supply chain management by assessing the relationship between internal and external integration and small and medium enterprises (SMEs) owners’ Islamic practices in enhancing halal supply chain integrity (HSCI) and SMEs’ performance.

A total of 176 SMEs were surveyed using a self-administered questionnaire. The sample was selected using convenience sampling from two major halal exhibition events in Malaysia. Structural equation modeling (SEM) was used to analyze the data and test the hypotheses.

The findings showed that supply chain integration (SCI), Islamic human capital and HSCI have a significant relationship with SMEs’ performance. It was also found that HSCI mediated the relationship between both SCI and Islamic human capital and SMEs’ performance.

SME owners or managers should be committed to developing the internal processes within the organization and strategizing to link these processes with the external processes to obtain the full benefits of integration. Furthermore, as the upper management, owners and managers must understand the supply chain challenges, priorities and practices thoroughly, as they are responsible for Islamic business ethics. They should work to provide support to increase religious orientation in the SMEs, as this would likely enhance all other factors.

This is one of the few types of research to use HSCI as a mediator in halal food studies in addition to improving SMEs’ performance.

This study aims to increase knowledge of the ability of nutrition labels to guide consumer choices in real-life environments.

Food consumption and plate waste data were collected from two self-service restaurants (SSR) with different customer groups over six observation days: three control and three intervention (with nutrition labelling) periods. Study Group 1 consisted of vocational school students, mostly late adolescents (N = 1,710), and Group 2 consisted of spa hotel customers, mostly elderly (N = 1,807). In the experimental restaurants, the same food was served to the buffets during the control and intervention periods.

The nutrition label in the lunch buffet guides customers to eat fewer main foods and salads and to select healthier choices. Increased consumption of taste enhancers (salt and ketchup) was observed in the study restaurants after nutritional labelling. Nutrition labelling was associated with a reduction in plate waste among the elderly, whereas the opposite was observed among adolescents.

The results provide public policymakers and marketers with a better understanding of the effects of nutrition labelling on consumer behaviour. Future studies should further evaluate the effects of nutrition labelling on the overall quality of customer diets and the complex environmental, social, and psychological factors affecting food choices and plate waste accumulation in various study groups.

This study emphasizes the growing significance of destination attributes in shaping the experiences and behaviours of gastronomy and culinary tourists. Understanding both core and complementary attributes of a gastronomy tourism destination is crucial for its sustainable development. However, there is a lack of a reliable measurement for tourists’ perceived attributes of gastronomy tourism destinations (PAGTD). Therefore, the purpose of this study is to develop a scale to measure tourists’ PAGTD.

The study systematically followed the scale development and validation process, using three samples (Sample 1, n = 200; Sample 2, n = 204; and Sample 3, n = 204) to establish the psychometric properties of the proposed PAGTD scale.

The validated scale comprises five dimensions, namely, food culture, food sensations, food cooking, service environment, and food price & quality, encompassing a total of 22 measurement items.

This research significantly contributes to the gastronomy tourism literature by elucidating the dimensionality of PAGTD and validating the PAGTD scale.

目的地属性对美食游客的体验和行为的影响日渐凸显。理解美食旅游目的地的核心属性和补充属性对目的地可持续发展至关重要。然而, 目前还缺乏一份测量游客感知的美食旅游目的地属性（PAGTD）的量表。因此, 本文旨在开发并验证游客感知的美食旅游目的地属性量表（PAGTD量表）。

本文严格遵循量表开发与验证的程序, 利用三份样本（样本1, n=200; 样本2, n=204; 样本3, n=204）建立了PAGTD量表的信度和效度。

经过验证, PAGTD量表包括5个维度：美食文化、美食感官因素、美食烹饪、服务环境、美食价格与质量, 共计22个测项。

本文不仅阐明了游客感知的美食旅游目的地属性的多维结构, 还开发并验证了一份具有良好信效度的PAGTD量表。

Este estudio hace hincapié en la creciente importancia de los atributos de los destinos a la hora de configurar las experiencias y los comportamientos de los turistas gastronómicos y culinarios. Comprender tanto los atributos principales como los complementarios de un destino turístico gastronómico es crucial para su desarrollo sostenible. Sin embargo, se carece de una medición fiable de los atributos percibidos por los turistas de los destinos de turismo gastronómico (PAGTD). Por lo tanto, el objetivo de este estudio es desarrollar una escala para medir los PAGTD de los turistas.

El estudio siguió sistemáticamente el proceso de desarrollo y validación de la escala, utilizando tres muestras (Muestra 1, n=200; Muestra 2, n=204; y Muestra 3, n=204) para establecer las propiedades psicométricas de la escala PAGTD propuesta.

La escala validada comprende cinco dimensiones: saber, cultura alimentaria, sensaciones alimentarias, cocina de los alimentos, entorno del servicio y precio y calidad de los alimentos, que abarcan un total de 22 ítems de medición.

Esta investigación contribuye significativamente a la literatura sobre turismo gastronómico al dilucidar la dimensionalidad del PAGTD y validar la escala PAGTD.

In this case study, we examine how a citrus peel valorising company based in the Netherlands was able to adopt a circular business model while navigating regulatory, managerial, and supply chain-related barriers.

In-depth, semi-structured interviews with key personnel in the company, notes from field observations, photographs of the production process, and documents from a legal judgement served as data for this single, qualitative case study. Data were coded inductively using the in vivo technique and were further developed into four themes and a case description.

Results from our study indicate that the regulatory and political contexts in the Netherlands were critical to the company’s success. Like in the case of most fruitful industrial symbioses, partnerships founded on mutual trust and economically appealing value propositions played a crucial role in ensuring commercial viability. Collaborating with larger corporations and maintaining transparent communication with stakeholders were also significant contributing factors. Lastly, employees’ outlook towards circularity combined with their willingness to learn new skills were important driving factors as well.

In addition to expanding the scholarship on the adoption of circular business models, this research offers novel insights to policymakers and practitioners. It provides empirical evidence regarding the importance of public awareness, adaptable legislation, and harmonised policy goals for supporting sustainable entrepreneurship in the circular economy.

The aim was not to perform a systematic review but firstly to search in PubMed, Science Direct, Scopus and Web of Science databases on the papers published in the last five years using tools for reviewing the statement of preferred information item for systematic reviews without focusing on a randomized analysis and secondly to perform a bibliometric analysis on the properties of films and coatings added of tocopherol for food packaging.

On January 24, 2022, information was sought on the properties of films and coatings added of tocopherol for use as food packaging published in PubMed, Science Direct, Scopus and Web of Science databases. Further analysis was performed using bibliometric indicators with the VOSviewer tool.

The searches returned 33 studies concerning the properties of films and coatings added of tocopherol for food packaging, which were analyzed together for a better understanding of the results. Data analysis using the VOSviewer tool allowed a better visualization and exploration of these words and the development of maps that showed the main links between the publications.

In the area of food science and technology, the development of polymers capable of promoting the extension of the shelf life of food products is sought, so the knowledge of the properties is vital for this research area since combining a biodegradable polymeric material with a natural antioxidant active is of great interest for modern society since they associate environmental preservation with food preservation.

Research indicated that dietary antioxidants could improve immune system performance. This study aims to investigate the association of COVID-19 symptoms, total antioxidant capacity and serum inflammatory markers, with dietary antioxidants intake among angina patients.

A food frequency questionnaire was used in a cross-sectional study among 135 angina patients with COVID-19, to assess dietary antioxidants consumption. Serum levels of tumor necrosis factor, interleukin 1ß, malondialdehyde, high-sensitivity C-reactive protein and total antioxidant capacity were measured by enzyme-linked immunosorbent assay methods.

Among study angina patients, 76.67% followed unhealthy food patterns and 23.33% followed anti-inflammatory dietary patterns before hospitalization. The angina patients with anti-inflammatory food pattern had less fever (p = 0.021), cough (p = 0.018), dyspnea (p = 0.024), diarrhea (p = 0.014) and pneumonia severity index (p = 0.014) compared to patients with unhealthy food pattern. The serum levels of tumor necrosis factor, interleukin 1ß, high-sensitivity C-reactive protein and malondialdehyde, had a significantly negative association with dietary antioxidants intake (p < 0.05).

There are significant association between antioxidant intake with serum inflammation markers in COVID-19 patients. There is a need for more clinical trial studies for approval of these results.

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.

This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.

The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.

This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.

This study aims to examine attitude, perceived behavioral and religiosity that influence Muslim consumers’ intention in patronizing at food premises with halal logo.

The data were collected from 450 respondents on random sampling basis. Quantitative analysis was conducted using SEM SMARTPLS version 3.3.

Based on the findings gathered using PLS analysis with n = 450, it was indicated that attitude, perceived behavioral control and religiosity significantly influence Muslim consumers’ intention on patronizing at food premise with halal logo.

The data collection for the present study was limited to the respondents in Kuala Lumpur among Muslim consumers, and limited to 450 sample sizes.

The presence of halal logo should be crucial in attracting consumers due to the comprehensive meaning it brings.

In the context of food premises, the results of the research suggest that the halal logo shown by the food premise seems to operate significantly in attracting Muslim consumers toward the food premises. Muslim consumers need to be nourished by proper Islamic teachings and have a good understanding of halal principle.

The halal logo of food premise concerns the Muslims. Muslim consumers are relying on surrogates in selecting the alternatives for packaged goods in Islamic marketing literature. However, it is little known how Muslims use indicators to select food premises when there is no halal logo.

People frequently experience a conflict between immediate pleasure and long-term health when consuming healthy food. This study investigates how anthropomorphizing healthy food influences consumers’ sense of pleasure and their subsequent food preferences.

Using different samples and food items, the authors conducted five online or laboratory studies to provide empirical support for the research hypothesis, rule out potential alternative explanations, and demonstrate boundary conditions.

By conducting five empirical studies involving self-reported and actual eating preferences, this study found that anthropomorphism increases consumer preference for and actual intake of healthy food. Such an anthropomorphism effect is driven by the increased positive affect evoked by anthropomorphism. However, this positive effect is suppressed for consumers who experience low trust in their affective feelings. Additionally, the effect is weakened when consumers readily attribute their affective feelings to a target-irrelevant source.

This study contributes to the literature on healthy consumption, anthropomorphism, and mood, revealing whether and how food anthropomorphism affects consumers. For marketers in the field of healthy food and relevant policymakers, anthropomorphic means can be employed, such as giving products human names, to enhance consumer preference for them. Moreover, anthropomorphizing can help alleviate consumers’ concerns about the relative lack of pleasurable taste in healthy foods and compensate for the lack of hedonic value that consumers may feel, thereby enhancing consumer welfare.

1. Anthropomorphism increases consumer preference for healthy food and actual intake of it.

2. The anthropomorphism effect is driven by the increased positive affect evoked by anthropomorphism, through which affective feelings offer evaluative and decisional informativeness for judgments and decision-making.

3. The positive effect of anthropomorphism is suppressed for consumers who experience low trust in their affective feelings.

4. The anthropomorphism effect is weakened when consumers readily attribute their affective feelings to a target-irrelevant source.

Anthropomorphism increases consumer preference for healthy food and actual intake of it.

The anthropomorphism effect is driven by the increased positive affect evoked by anthropomorphism, through which affective feelings offer evaluative and decisional informativeness for judgments and decision-making.

The positive effect of anthropomorphism is suppressed for consumers who experience low trust in their affective feelings.

The anthropomorphism effect is weakened when consumers readily attribute their affective feelings to a target-irrelevant source.