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This paper explains how servitization disrupts long-established internal and external boundaries of product-focused manufacturers and investigates the root causes of servitization challenges.

The authors draw from the collective experiences of 20 senior executives from ten multinational manufacturers involved in servitization, using a multiple case study approach, and employ a codebook thematic analysis technique.

The authors develop an integrative framework based on the theoretical notions of power, competency and identity boundaries to offer insights into the root causes of various servitization-related challenges.

Although the extant literature discusses servitization challenges, it does not examine the underlying root causes that create them in the first place. This study contributes to the extant research by establishing rational links between organisational boundaries (internal and external) and servitization challenges in the interest of building a coherent and systematically integrated body of theory that can be successfully applied and built upon by future research.

This study provides a foundation for managers to recognise, anticipate and systematically manage various boundary-related challenges triggered by servitization.

It is one of the first studies to employ the concept of organisational boundary to understand the challenges created by servitization and to account for both internal (between different functions of the same organisation) and external boundaries (between an organisation and its external stakeholders) to establish a holistic understanding of the impacts of servitization on manufacturers.

Purpose: This chapter explores the practices underpinning the production of field-specific cultural capital at festivals, understood here as retail spaces that gather a plethora of distinct market actors.

Methodology/Approach: This research presents evidence from an ethnographic study employing an interpretative paradigm and multiple data collection processes. The empirical research has been undertaken in the context of food festivals associated with the foodie taste regime.

Findings: Three categories of practices that play a role in the production of field-specific cultural capital, namely representational, exchange, and experiential practices, are presented.

Practical Implications: Our chapter provides recommendations for food festival organizers and participants who need to improve their practices when facing challenges such as increasing international competition and costs or declining sponsorship.

Research Limitations/Implications: This chapter contributes to the growing body of field-level market analysis by showing how practices enabled by complex retail spaces contribute to the production of field-specific cultural capital. However, this chapter is limited by its focus on food festivals.

Originality/Value of the Paper: This chapter theorizes how practices enable the acceleration and diversification of field-specific capital exchange, as well as its integration with other forms of capital.

Eating patterns around the world have changed considerably, including food choices and preparation. One of these alterations in food consumption patterns is an increase in desire for fast-food consumption, which has been associated with poor diet quality. In order to analyze consumers’ food consumption behaviors, it is necessary to account for psychological factors (e.g. attitudes) that shape behaviors. Thus, the purpose of this paper is to explore influencing factors on the attitudes of consumers in Isfahan City toward fast-food consumption, so as to understand why consumers use fast-food despite widespread knowledge of the negative health consequences.

The predominant paradigm of the present study was quantitative, in that it was a correlational survey. The population of this study consisted of consumers who lived in Isfahan city in June 2015. A total sample of 350 people was selected using convenience sampling. Data were collected through a face-to-face interview with the consumers using a researcher-made questionnaire. Analysis was conducted using SPSS (V20) and AMOS (V20) software and a set of correlation and differential tests.

The results revealed that “health consciousness” and “trust” are the main effective factors on the attitudes of the respondents. The results also revealed that the elder and married respondents have more positive attitudes toward fast-food consumption.

It is worth mentioning that fast-food has become an important part of the Iranian diet. These findings have both academic and policy implications. The results showed that the need for much more consumer education regarding fast-food and mass media could effectively be used. Further, the government should support and subsidize fast-food restaurants so that they may produce healthier food options.