Search results

This study aims to investigate the landscape of family-based organic farm businesses in the Kashmir Valley, India, analyzing the factors that either facilitate or hinder their adoption. The research also intends to uncover sources of information seeking. The primary purpose is to provide qualitative evidence to address existing knowledge gaps and offer insights for promoting sustainable farm practices in the region.

The research employs a qualitative approach, drawing on focus group interviews. The study thoroughly explores the background and relevant literature, utilizing a comprehensive research framework. Data is collected from family based farmers engaged in organic farming practices in the Kashmir Valley. The data is analyzed using content analysis ensuring a robust and thorough exploration of the subject matter.

This study reveals a notable transition in the agricultural landscape of the Kashmir Valley, showcasing a widespread adoption of organic farming on considerable land. The study reveals that key facilitators for organic farming among family-based farms are farm productivity, entrepreneurial intention, governance, environmental consciousness, and health concerns. The exchange of information, both through formal and informal channels, is found to be a crucial factor influencing the adoption of organic farming. The study also unveiled significant inhibitors that hinder the adoption of organic farming on commercial scales, including on-farm challenges such as difficulties in acquiring inputs and facing reduced yields, market-related concerns, and a lack of support and assistance from government agencies.

This research contributes significantly to the existing literature by advancing the understanding of organic farm business and agri-entrepreneurship. It unveils key factors that either support or hinder family-based organic farms, identifying crucial information sources and presenting valuable insights for policymakers. Furthermore, this study provides practical guidance for overcoming obstacles, enhancing infrastructure, and translating identified facilitators into successful agri-ventures in the Kashmir region.

The purpose of this study is to examine the determinants impacting consumer behaviour in organic food consumption in Bangladesh. This study aims to identify the key factors facilitating organic food consumption and establish a framework by analysing their contextual relationships.

The study used interpretive structural modelling (ISM), relying on expert perspectives from experienced academicians and marketing professionals. A Matrice d'Impacts Croisés Multiplication Appliqués à un Classement (MICMAC) analysis was performed to assess the driving forces and interdependencies among these determinants.

The MICMAC analysis grouped determinants influencing organic food purchases into four categories. The dependent factors, like attitude and food safety, showed moderate driving forces and high dependence. Linkage determinants, such as environmental concern and price, exerted considerable influence with moderate dependence. Independent variables, especially knowledge about organic food, had a strong impact with relatively low dependence.

This study’s insights offer valuable guidance for managers in the organic food industry, providing strategies to address consumer behaviour. Prioritising education on environmental benefits, transparent pricing, collaborating on policies, ensuring food safety and understanding determinants impacting purchase intent can aid in designing effective marketing strategies and product offerings aligned with consumer needs, ultimately promoting sustainability.

To the best of the authors’ knowledge, this study is the first to investigate the interconnections and relative significance of determinants influencing organic food purchases, using the ISM approach and MICMAC analysis. It delves into the previously unexplored territory of understanding the relationships and hierarchical significance of these determinants in shaping consumer behaviour towards organic food purchases.

This study aims to investigate the determinants of United Arab Emirates (UAE) and Qatar consumers’ perceptions of organic food.

Using a survey approach and focusing on six known determinants identified from empirical studies, data were analysed using a mean difference analysis and a multi-regression model.

Citizens in both countries had similar access to organic food products, yet consumer perceptions differed significantly. Given the geographical, cultural and topographical proximity and similarities of these countries, differences in the mean values indicate that targeted or bespoke marketing is required to attract customers.

One limitation of this study its sample size that may limit the generalizability of its results. However, the highly statistically significant results offset this to some extent as the differences the authors have demonstrated are likely to be real. These do require confirmation by further similar studies. The study relied on a random sample of respondents who might have exhibited bias in answering questions.

The two countries central to this research study, the UAE and Qatar, have vested interests in supporting the organic food product market that mainly concern supporting and promoting the health of their citizens and the environment. As shown in this paper, the key obstacles preventing consumers’ accessing organic products are availability and price. With appropriate governmental subsidies and logistics support, however, these barriers can be overcome.

If governments are sincere in their declarations that the health and welfare of their citizens is of prime importance, they will support attempts to promote the sale and consumption of organically grown food. The results of this study can help to inform such policies.

This study provides insights into the most important factors that influence consumers’ attitudes towards organic foods. This study fills a gap in the existing research on consumer buying behaviour for organic food in two Middle Eastern countries.

This study aims to identify the decision-making process involved in the purchase of organic wine from consumer values to attitudes to behavioural intention towards organic wine via the value–attitude–behaviour (VAB) model. Involvement in wine is also taken into consideration.

The data were collected using a snowball sampling method and a closed-ended questionnaire. A total of 209 responses were analysed. Linear regression and PROCESS Macro on SPSS were used to perform data analysis.

Both biospheric-altruistic values and egoistic values are positively associated with attitudes towards organic wine. Attitude is found to mediate the relationship between biospheric-altruistic/egoistic values and behavioural intention. Egoistic values are found to significantly predict behavioural intention in the organic wine purchase context. Involvement was found to moderate the relationship between egoistic values and attitudinal loyalty.

This study identifies the decision-making hierarchy from consumer values to attitudes to behavioural intention, theoretically confirming the robustness of the VAB model in the organic wine consumption context. It also makes a practical contribution by indicating the marketing emphasis of organic wine and segmenting potential consumers according to their values and levels of wine involvement.

This chapter aims to estimate the impact of the use of an innovative cultivation method on the social, economic and environmental aspects in the French region Aix-en-Provence, by using the survey data for 200 heterogeneous vegetable producers (organic and conventional). It distinguishes three types of producers in the French region Aix-en-Provence. First, conventional producers (n = 100) who used a high level of mechanization, better access to water, high yield, high labor costs. Second, certified organic producers (n = 70) who used organic technologies such as biotechnology and rotation, low yield, high organic product price compared to conventional products, a family workforce and high transport. Third, noncertified organic producers (n = 30) have used the same technologies as certified organic producers, while they sell their products at the same price as conventional products. Labor is the member of the family. These noncertified farms are marked by high operating and transport costs and low yield compared to conventional producers or certified organic producers. The results show that this cultivation method has a positive effect on the environmental aspect, however a negative one on the social and economic aspect.

This study aims to explore and understand the challenges and opportunities presented by the rising demand for organic products in the context of toddy consumption and marketing.

This research examines consumer behaviour and decision-making patterns using decision tree analysis. A survey questionnaire based on established theories was distributed to individuals above the legal drinking age of 23 in Kerala, India, using purposive and random sampling.

The study found that people's fondness for toddy shop food plays a crucial role in their food choices. When the fondness is low, subjective norms can override personal preferences. But when the fondness is high, individual perceptions take precedence.

Using machine learning techniques, we created a compass to guide marketing strategies and cultural preservation efforts in toddy shops by considering the complex factors that influence consumer decisions.

This empirical study aims to examine luxury fashion retailers' localised multiple channel distribution strategies in China.

Through case studies of 15 participating retailers, qualitative data were collected from 33 semi-structured interviews.

Strong impacts of internationalisation strategies, distribution strategies and channel length towards multiple channel retailing are revealed. Multi-channel retailing is widely employed by firms who have entered China and further developed their businesses through local partnerships and adopted a selective distribution strategy via relatively longer channels. Omni-channel retailing is only suitable for the few retailers using an exclusive distribution strategy through direct marketing and wholly owned customer relationship management. As a dynamic transformation from multi- to omni-channel retailing, cross-channel retailing is adopted by those who are withdrawing from local partnerships and shifting to wholly owned expansions and operations in host markets.

The results are potentially challenged by relatively small sample size.

Practitioners are suggested to adapt multiple channel retailing to their international expansion strategies, distribution strategies and channel length in the host markets.

This paper contributes to the literature in both multiple channel retailing and international retailing by offering insights into the motives, development patterns and suitability of multiple channel retailing in the international retail marketing context.

The case study offers interesting learning possibilities and offers the following learning opportunities to the learner. assess and conduct a macro- and micro-environmental analysis, comprehend the nature of the competitive landscape and how it changes when one looks at a digital-only versus an omnichannel marketplace, examine the product mix and policy of the firm and evaluate how it delivers customer value and analyse the pros and cons of growth strategies available to a firm and arrive at a viable and actionable future business and product strategy.

The short case study presents the story of a young start-up called Country Delight. The firm began operations in 2011 and was the brainchild of Chakradhar Gade and Nitin Kaushal. The direct-to-consumer firm addressed urban consumers’ non-articulated, latent need to get “fresh and uncontaminated” milk to their doorstep. Country Delight delivered farmer-to-consumer fresh cow and buffalo milk and milk products based on a well-designed and efficient value chain where the supply chain was either wholly owned or quality monitored by the firm. The firm began operations in India’s National Capital Region and was spread across 15 metro cities. Slowly, over the years, Gade and Kaushal added more product categories.Country Delight had a subscriber base of around 500,000, and the ambitious duo wanted to double their subscriber base and reach one million subscribers by financial year 2025. The firm was looking at various paths to achieve this number. Should Country Delight expand into new geographies? Or look at adding to the existing product portfolio? Diversification into agritourism, like the Pune-based vineyard – Sula, also looked attractive to build consumer engagement. Would taking the consumer to the farmers from whom they sourced the milk and vegetables contribute additional revenue to Country Delight and their farmer-suppliers? As the firm got ready to raise another round of funding, it needed a well-articulated growth strategy that was exciting and profitable for all stakeholders.

This case study presents the dilemma entrepreneurs face as they look at the next phase of growth. Thus, this case study serves as a learning opportunity for a graduate-level course in management and as a sounding board for those who aspire to enter the start-up space. Though this case study has the potential to illustrate basic concepts such as value chain and macro- and micro-environment analysis, the protagonist’s dilemma and the problem statement make it apt for integrated discussions that are critical in advanced electives in marketing management.

Teaching notes are available for educators only.

CSS 8: Marketing.

The case examines the development and launch of an exchange-traded fund (ETF) based on JUST Capital's socially responsible corporate ranking methodologies. The case provides a market overview of Environment, Social, and Corporate Governance (ESG) and socially responsible investing (SRI), what has driven growth in those areas worldwide, and several best-practice investment approaches. Following the overview, the case describes the founding and development of JUST Capital, explores JUST Capital's ranking methodologies, and presents the decision point faced by the CEO: requisite selection of one of three strategies in order for JUST Capital to generate “self-sustaining” revenue.

While existing literature extensively explores manufacturing firms expanding into services, little is known about the modes of servitisation, the means by which they carry it out. This paper concentrates on acquisitions as a mode of servitisation. Post-acquisition integration is when the potential of an acquisition is realised. The paper therefore aims to categorise types of integrations following the acquisition of servitised firms and discusses their consequences for servitisation.

The empirical part of the paper is based on two case studies, each involving the acquisition of servitised firms. Both acquirers changed their integration approach over time.

The paper conceptualises three types of integrations: rhetorical, insulated and transformative integrations, indicating whether and how the acquirer becomes servitised following the integration. These highlight the analysis of integration based on business models and customer orientation in relation to servitisation.

This paper contributes to research on servitisation by emphasising acquisitions as a mode of servitisation and conceptualising three integration types related to business models and customer orientations. Furthermore, the paper highlights how an acquirer's servitisation leads to new offerings targeting new customers, as opposed to strengthening existing relationships.