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This paper aims to address how adding food ingredients to a packaged base food affects consumers’ calorie estimation of the new augmented product.

The four performed experiments and analyses of variance demonstrate an underlying psychological mechanism, explained below.

Results show that the healthiness of the added food ingredient (AFI) does not matter if the base food is healthy, and consumers’ calorie estimates of the augmented packaged food product are accurate. When, however, the food base is unhealthy, and the AFI is healthy, consumers underestimate the new product calories. This underestimation effect increases further when the healthy ingredients multiply. This underestimation effect endures when these ingredients are presented in a visual form, but it becomes smaller when these ingredients are presented in a verbal form. A justification mechanism is relevant.

Further research should test across the broader range of the food product matrix. There is a great diversity of AFI presentations, and further research may deal with the impact of AFIs of these different forms on consumers’ calorie estimation and healthiness perceptions. Research may also test sensory-arousing mechanisms that can help understand how consumers perceive the calories of the augmented food.

The findings suggest that consumers should be cautious of the judgment bias caused by the presence of an AFI on food packages and raise their awareness regarding nutrition implications and dietary effects. From the perspective of food manufacturers, although adding healthy AFIs to unhealthy base foods may increase consumers’ purchase intention and bring higher profits, it may not be sustainable as a marketing strategy in the long term and has immediate ethical implications.

Policymakers should introduce voluntary schemes to monitor and restrict the improper presentation of AFIs, aiming to rule out the abuse of healthy AFIs on unhealthy packaged food.

This work offers three major original and valuable contributions. It explains the effects of AFIs on calorie estimation and consumer healthiness perceptions in a context not studied before, namely, packaged food products. Next, it advances the literature on consumer judgment error and heuristics concerning product package attributes. As adding ingredients is integral to product line extension decisions, the results also clarify how marketing can safeguard firm social responsibility in combating obesity.

Researchers in management regularly face modelling issues that involve double-moderated mediation models. Here, the author illustrates how to conceptualise, specify and empirically estimate mediation effects when having to simultaneously account for continuous (Likert type) and nominal (i.e. group) moderator variables. Researchers’ estimates of the mediation effects suffer serious bias because of the effects of unaccounted confounders. This is an issue that plagues management research, and this study aims to show how to address these valid reservations for its focus models. In aiming to inform a wider management audience, the study deliberately uses the rich context of a focus case as this allows the author to clarify the nuances that management researchers face applying double-moderated mediation models. Specifically, the study’s focus case is on professionals’ willingness to implement a new government policy. The study also combines traditional and Bayesian statistical approaches and explains the differences in estimation and interpretation that are associated with the Bayesian approach. Explaining, and exemplifying the use of, the models, the author focuses on how one can substantially increase the robustness of the methods used in management research and can considerably improve the quality of the generated theoretical insights. The study also clarifies important assumptions and solutions.

The study uses a doubled moderated mediation Bayesian approach, and draws the sample data from a population of 5,199 professionals, all members of either the Dutch Association of Psychologists or the Dutch Association for Psychiatry. The data collection process resulted in 1,307 questionnaires being returned, a response rate of 25 per cent. All the items were measured using a Likert scale, ranging from “strongly disagree” to “strongly agree”, unless stated otherwise.

Explaining, and exemplifying the use of, the models the study focuses on how one can substantially increase the robustness of the methods used in management research and can considerably improve the quality of the generated theoretical insights.

This is an original approach exemplified for wider use by management researchers.

This paper reports on the impact of perceived resource adequacy (PRA) and competence (PRC) on new service development (NSD) teams’ internal performance (IP). This study aims to explore the indirect effect of internal market orientation (IMO) adoption, as a dynamic capability, on both PRA and PRC through the shaping of the emerging dynamics within NSD teams.

Using a hierarchical research design, the authors use a meso-theory approach to test a path-analytic framework against 116 NSD managers (offering data at the macro- or organisational level) and 543 NSD team members (offering data at the micro- or team level).

Both PRA and PRC are important in explaining NSD teams’ IP at the organisational level, though their explanatory power varies. The adoption of IMO is also an important antecedent to this factor through the (indirect) effect on the team climate and degree of integration.

IMO is an important dynamic capability that allows management to transform the mindset of employees, even if they do not directly interact with customers. In NSD efforts, this reflects on the team’s perceptions of the adequacy of the resources they have to deliver the project through the managerial interventions at the team level, which (mainly) explains the team’s IP.

Adopting an IMO allows the development of a dynamic capability that carries wider benefits for the service organisation, as this has positive implications not just for frontline employees. Specifically, NSD efforts are likely to become more resource-efficient as a result of IMO adoption because of the interventions of management during the development effort.

This empirical study is the first to test the impact of IMO adoption as a dynamic capability and in a context other than frontline employees from a meso-theory perspective. This allows considering the different effects at the appropriate levels (macro and micro), thus enabling a more accurate definition of the mechanism through which companies benefit from IMO adoption.

Little research has focussed on launch of service innovations across international markets. The determinants of timeliness (conversely, delays) in the launch of service innovations across multiple country markets has equally received little attention in the literature. This paper reports on the findings of an exploratory case‐based research investigation into service innovations launched by Cypriot financial institutions across three or more foreign country markets. The analysis shows that on‐time introduction of service innovations rely heavily on: service innovation synergies with existing operations; sufficiency of marketing resources; extensive use of “soft” integrating organizational mechanisms; and proficiency in the development process. External environmental elements, including market heterogeneity and extensive competition have a lesser impact on the timeliness of such multi‐country introductions. Several propositions are forwarded for further investigation.

The present paper focuses on the level of attention and comprehension that Greek schoolchildren have of food labels. Three different age groups (8th, 10th and 12th years of age) are examined. A large dataset from various districts in the wider Athens region has been used.

The British Food Standards Agency questionnaire used for the same purpose in the UK was adopted and adapted to the local circumstances.

The sampled schoolchildren pay attention at certain food labels elements only, and they may do so only when they purchase a product for the first time. There is an associated lack of understanding, and medium to high levels of erroneous interpretation for some food label related information. No major differences are found to exist between age groups.

Methods suitable for fostering awareness and clarity in student mindsets regarding food label elements need development.

There is a substantial need to alter the method for the exchange and provision of information to schoolchildren regarding food label information is concerned, as the current status of affairs seems to be unsatisfactory.

The paper provides empirical results regarding the extent of attention towards, and understanding of, a wide range of different elements/information available in food labels. The dataset is large and it originates from various districts in the wider Athens region.

The purpose of this paper is to provide empirical research evidence on the process innovations and the NPD (new product development) processes/practices adopted by the food industry as well as their interface.

The study was conducted in the Greek food industry. A total of 44 companies that have developed new products were identified and personal interviews were conducted with company managers. Three different aspects of their innovativeness was investigated, namely the use of new raw ingredients/materials, new machinery and new controls. Questions were asked on the adoption of 33 different processes for the development of these new products and the importance attributed to these NPD processes/practices.

Firms in the food industry may operate on the basis of a U‐shaped process innovativeness. They employ either the same raw materials/ingredients with new equipment/machinery or new raw ingredients/materials with old equipment/machinery. New controls/procedures go together with new equipment/machinery. Increased process innovativeness is associated with only a small number of NPD processes/practices. These revolve around manufacturing and its preparation.

The small number of identified innovations and the focus sector limit the results to the target sample.

The exact NPD processes used by the food industry and which of these are associated with increased process innovativeness, bear important implications for food industry managers and research.

The paper fills a gap regarding what is the nature of innovativeness in the Greek food industry, what new product development processes/practices are followed and which of these are associated with increased innovativeness. As such it provides further specialised evidence for the food sector across European countries.

The purpose of this paper is to further develop the extant export problems literature by focusing on a context that has attracted limited attention so far, namely the wine sector. The objective is to examine empirically Greek wine firms' perceptions of the factors that may impede their export activities.

Primary data were gathered from 110 wine firms that responded to a battery of exporting problem items. A combination of exploratory, confirmatory and cluster analyses were employed to classify and profile firms according to their perceptions about the frequency of export problems.

Three clearly distinct clusters were formed. The results indicate that export problems are likely to occur in firms that are more passive in terms of export activities than in firms that adopt active and competitive export postures.

The findings are interpreted and discussed in the light of extant theory. Particular attention is paid to the implications for management and public policy administrators. The study is confined to a single country/single industry context and provides an overview of the problems experienced only by indigenous wine firms in export markets.

Although the study corroborates the extant literature, it is innovative in that the sample, i.e. the census population of Greek exporting wine firms, lends more credence to the findings for the particular sector and the export problems literature.

The concept of “traceability as a strategy and mandatory initiative” has replaced that of “traceability as a cost of a business or as a voluntary responsibility”. This implies that the introduction of a traceability system should be perceived and positioned as a catalyst for better business practices. However, despite these benefits, a traceability system is also investment‐worthy. Hence, the value of investment in a traceability system constitutes a matter of considerable concern and debate for both practitioners and academics alike. This paper seeks to present a cost‐benefit evaluation applied in a natural mineral water company regarding the pilot deployment of an electronic‐based traceability system.

This is a case based study.

Based on the experience described previously, a high‐level framework is generated that any organisation can refer to as a proper guideline in order to demonstrate how the costs and benefits can be compared for overall evaluation of the deployment of any traceability system. The details of the framework are described by applying it to a specific case.

The present framework has theoretical interest for replicability in a different number of food sectors.

The paper contributes to closing the existing gap regarding the theoretical approach that food traceability systems can adopt when their costs and benefits are investigated.

This paper seeks to explore two issues, namely: whether Greek consumers are interested in information provided to them for beef meat through systems of traceability, and whether they are willing to pay in order to acquire specific information for beef meat.

The approach is taken is discrete choice modeling with a multinomial logit approach treating 11 different types of information.

Consumers are generally willing to pay higher for traceable beef, but not all variables have equal and/or positive importance for consumers. For instance, brand is an important distinguishing factor only for higher educated respondents, but information on animal health provides negative utility for all respondents.

Marketing strategy issues are raised, as the importance and utility consumers attach to traceability systems'‐based information varies.

This paper provides further evidence on what information traceability systems should contain.

The present study using the Consumer Ethnocentric Tendencies Scale (CET‐SCALE) aims to evaluate the level of consumer ethnocentrism (CE) and its implications on their evaluation of food products. Furthermore, it seeks to examine the level at which country of origin (COO) effect is activated (country, product or attribute) per consumer cluster of different level of CE in a food evaluation context.

For attaining the above aims, a questionnaire was developed and completed by 274 respondents. The set of countries of origin and products under consideration encompasses Greece, Italy and Holland and yellow cheese, ham and beer.

The use of the CET‐SCALE pinpointed that the sample can be characterised as marginally ethnocentric. Exploratory and confirmatory factor analyses justified the uni‐dimensionality of CE. Cluster analysis allocated the sample into two clusters, the ethnocentric and the non‐ethnocentric. The results showed that ethnocentrism affects not only consumer beliefs, but also the way perceived quality of domestic and foreign products are evaluated, culminating in the appearance of COO‐effect. In ethnocentric consumers, the COO effect is activated at the initiatory level of the country a food product originates in (country‐specific), except when the foreign country of origin is given, where the COO effect is activated at the level of the product type (product‐specific). In the non‐ethnocentric cluster, COO does not lead to an overall acceptance or rejection, but instead it affects the evaluation of specific product attributes (attribute‐specific).

The survey suffers the limitation of focusing on the influence of ethnocentric beliefs in food products evaluation and not on their real impact on final purchasing behaviour. Consumer ethnocentrism and COO effect are linked together, but the stimulus that activates their link differs according to the strength of ethnocentric beliefs held by consumers; that given, different marketing strategies should be applied depending on the level of CE of the target‐group selected.

Internationally, the issue of COO‐effect is comprehensively examined, yet the literature has focused almost explicitly on hi‐tech or fashion products and services. This fact attaches particular importance to the present study, which is concerned exclusively with food products.