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The purpose of this paper is to provide information on the consumer management of refrigerated food, establish the level and the incidence of bacterial contamination and operating temperatures in domestic refrigerators from north and centre Italy.

A questionnaire was designed involving 24 questions which covered three topics: the socio-demographic data, the domestic management of refrigerated food and general information about the refrigerator. The questionnaire responses were subjected to descriptive statistical analysis and further processed with the multiple correspondence analysis (MCA) and cluster analysis (CA). Based on MCA and CA, 84 refrigerators were selected to assess the temperature and the microbiological status (total viable counts (TVC); Enterobacteriaceae total counts (ETC); Salmonella spp. and Listeria spp.).

Totally, 660 interviews were carried out. The majority of respondents were female (81.4 per cent) and were married (71.4 per cent). Almost an half of them were between 31 and 50 years old (48.2 per cent) and had a secondary school degree (47 per cent). Regarding domestic management of refrigerated food, the majority of respondents (87.2 per cent) were aware of the correct temperature range (1-5°C) for retail refrigerator units, but only 18 per cent of them check the temperature. Listeria monocytogenes and Salmonella spp. were not recovered; Listeria innocua was recovered (2.4 per cent). Regarding the TVC values, the 21.5 per cent of the tested refrigerators were classified as insufficient (from 100 to 104 cfu/cm2) or inadequate (>104 cfu/cm2). Consumer education should be focused in order to reduce foodborne disease. Only safety-conscious consumers can become active partners within the food safety chain.

Result obtained from the present survey revealed that consumers are not familiar with their role in the food safety chain and that they allow numerous opportunities for microbiological contamination of food. The study clearly indicates the need for greater consumer education regarding proper domestic refrigerator management. Indeed, appropriate behaviours could make the refrigerator less likely to act as a significant niche for persistence and dissemination of food pathogens.

Food contamination was studied in three catering units of varying sizes, one of which was a self‐service establishment. The conclusions and recommendations are detailed and useful. Existing legislation does not provide the level of protection against contaminated food that consumers are entitled to expect, and new legislation would go some way towards alleviating the situation.

In years past, when life seemed simpler and the Law much less complicated, jurists were fond of quoting the age‐old saying: “All men are equal before the Law.” It was never completely true; there were important exemptions when strict legal enforcement would have been against the public interests. A classic example was Crown immunity, evolved from the historical principle that “The King can do no wrong”. With the growth of government, the multiplicity of government agencies and the enormous amount of secondary legislation, the statutes being merely enabling Acts, this immunity revealed itself as being used largely against public interests. Statutory instruments were being drafted within Ministerial departments largely by as many as 300 officers of those departments authorized to sign such measures, affecting the rights of the people without any real Parliamentary control. Those who suffered and lost in their enforcement had no remedy; Crown immunity protected all those acting as servants of the Crown and the principle came to be an officials' charter with no connection whatever with the Crown. Parliament, custodian of the national conscience, removed much of this socially unacceptable privilege in the Crown Proceedings Act, 1947, which enabled injured parties within limit to sue central departments and their officers. The more recent system of Commissioners—Parliamentary, Local Authority, Health Service—with power to enquire into allegations of injustice, maladministration, malpractice to individuals extra‐legally, has extended the rights of the suffering citizen.

Technological firms increasingly depend on open innovation to compete in hypercompetitive markets. To openly engage the creativity of a multitude of private actors, firms can rely on crowdsourcing. Crowdsourcing challenges global companies as they span organizational boundaries to attract multiple local partners. Global companies must engage in boundary spanning to successfully communicate and create a sense of community with smaller local partners despite status and cultural differences. The collaboration between Google and developers in China deserves to be studied in particular, because it operates within a restricted market.

This paper argues that crowdsourcing for innovation on a global scale requires effective boundary spanning capabilities. These boundary-spanning practices ensure smooth cooperation with the crowd and solve problems relating to differences in status and organizational contexts. This study applies Bourdieu's theory of practice including the concept of capital (economic, intellectual, social and symbolic) to understand the social relationships between Google and a growing community of Chinese developers. It also draws on a case study including ten semistructured interviews, which have been triangulated with internal documents and data from selected websites.

Four types of capital (symbolic, intellectual, social and economic) have been identified as important devices to understand the sources of power and the stakes of Googlers and developers in the joint field. These types of capital contribute to structure the social fields in which developers and Google cooperate and their practice. The success of the collaboration between Google and Chinese developers can arguably be attributed to Google's ability to create boundary-spanning activities in order to reduce the endowment differential in the four types of capital and improve their communication. Therefore, this research provides a deep and conceptualized description of boundary-spanning practices, as well as providing a useful contribution for managers involved in crowdsourcing via platform in culturally different markets.

The main limitation of this study is methodological in nature, relating to the absence of interviews with board members of Google China who are reluctant to speak about Google activities in China for political raisons. This restriction is partly counterbalanced by the analysis of publicly available secondary data such as news and communications.

This research has generated practical recommendations for managers of organizations, which require optimal boundary spanning for crowdsourcing. Managers must understand the different sources of social boundaries between their organization and the crowd. The crowd should be segmented into smaller groups with distinctive identities, and organizations should systematically design boundary-spanning activities to address each boundary of each segment. The boundary-spanning activities involve a specific set of tools, programs and platforms to address the target group. Efficient boundary spanning depends on the necessity to select boundary spanners with high cultural intelligence and communication skills.

This paper draws on Bourdieu's theory of practice to investigate the role of boundary spanning in crowdsourcing for innovation, specifically in the joint field between Google and Chinese developers. This research reveals how boundary objects such as developer documents, websites, programs and events are essential for developers to be able to participate on Google's platform. Companies should be prepared to invest in the design and delivery of boundary-spanning activities and objects, knowing that these are also a locus for negotiation with local partners.

This research contributes to the literature by applying the boundary-spanner theory to Google crowdsourcing practices within a restricted market. Bourdieu's theory of practice has proven to be a potent perspective with which to better understand the positive role of boundary spanners in the joint field between Google and Chinese developers. Moreover, this practice perspective has not been used in prior research to highlight power relations in crowdsourcing for innovation. This study has shown that, in addition to boundary objects, boundary spanners can also contribute in the transfer of intellectual capital, which is the pivotal resource for boundary spanning in this field.

Micro, small, and medium enterprises (MSMEs) can play a significant role in achieving sustainable development goals (SDGs) as they have the ability to reduce unemployment. Digitalization helps MSMEs in a number of ways, including lowering transaction costs, quickening access to information, and bettering communication with extended supply chain members. This chapter aims to understand the level of digitalization in MSMEs in an emerging economy such as Bangladesh. MSMEs in Bangladesh account for 25% of the gross domestic product and employ 87% of civilians. This chapter builds on qualitative data from 60 MSMEs from various manufacturing and service sectors such as textile, retail, food delivery, IT companies, etc. The interviews were semi-structured and followed an interview protocol. The length of interviews varied between 40 and 50 minutes. Content analysis was used to analyze the data. Findings suggest that counterintuitively the level of digitization in MSMEs is not low in Bangladesh. Many micro and small enterprises use MS Excel to help them manage customer and product data. Medium Enterprises use Enterprise Resource Planning (ERP) software for planning enterprise-wide resources. Some medium enterprises also use powerful data analytics software such as Oracle, Power BI, Google Analytics, Python, and SPSS. Results also reveal barriers to digitization in MSMEs, which include a lack of employee awareness, training, and motivation of top management. This chapter maps the digitalization levels in MSMEs in Bangladesh and provides implications for SGDs. The chapter also presents policy recommendations for improving the digitalization level in emerging economies.

In a developing country like India, consumers are shifting from high-energy diet to balanced nutritional diet, which enhances the metabolic, physiological, functional and health benefits of consumers. The growing self-care and health-embracing population made the probiotic sector as lucrative market for functional food manufacturers and suppliers. Therefore, an analysis is required to understand consumers’ knowledge and buying behavior regarding probiotic products for product innovation and development.

Awareness, knowledge and consumption patterns of probiotic products were investigated among randomly selected 306 consumers in the Sonipat city of Haryana, which comes in the proximity of national capital, i.e. Delhi, India. A structured questionnaire with exploratory characteristics was developed and face-to-face interviews were conducted as a part of data collection.

The inference is that there is immense potential for the probiotic fruit beverage market as a higher proportion of the population was interested in probiotic products delivered with fruits as a base matrix followed by dairy products. Further, government’s initiation and support are required not only for manufacturing such health-beneficial products having therapeutic value but also to spread awareness regarding the necessity of including such products in the meals of the growing children.

The study shows changing customer attitudes toward probiotic products and sheds light on consumers’ preference on the medium (food matrix) of probiotic delivery, thereby exploring market opportunities in the area of the functional food sector.

Launched in 2005, Aava natural mineral water is one of the key brands in the natural mineral water market in India. It had sales of over Rs. 15 crore (150 million) in 2012 and it is the second largest brand and a volume leader in the natural mineral water category. The case discusses the dilemma faced by its Managing Director and his team in light of the emerging competition. The company needs to take important decisions related to customer segment selection, product mix and introduction of new product offerings.

Samples of sandwiches were taken from all petrol filling stations in the Bolton area selling such foodstuffs. These were bacteriologically examined and, when the results were obtained, all the petrol stations were visited and advice was given where improvements could be made. Resampling was carried out and the results were compared with the initial samples. The second set of results indicated a significant improvement in microbial flora. Further recommendations were made where necessary and it was possible to produce a Code of Practice from the results obtained.

Marketing Management, Product & Brand Management, Entrepreneurship.

This case can be taught effectively to MBA/BBA students as part of Marketing Management, Product & Brand Management, Entrepreneurship.

The case talks about the marketing mix strategy of India’s fastest growing fast moving consumer goods (FMCGs) brand Patanjali, with a tremendous revenue growth rate of 100 per cent for the past five years, leaving major FMCG companies insomniac. Patanjali Ayurved Limited riding on Baba Ramdev’s brand equity positioned itself as an authentic Ayurved brand with ancient Indian roots. Patanjali’s product line ranges from healthcare, personal care, home care, to food and more. Patanjali’s products were priced 10-40 per cent lower than that of its competitors. Run by franchisees, Patanjali had a three-tier distribution system. These included Patanjali Chikitsalayas which were franchise dispensaries and clinics along with doctors, Patanjali Arogya Kendra which were health and wellness centres and Swadeshi Kendra, non-medicine outlets. The company has 15,000 exclusive outlets across India and plans to grow to 1,00,000 exclusive outlets by 2020. Patanjali amazed the world by achieving phenomenal success without spending much on advertising in its nascent stage. Recently Patanjali adopted the multinational corporation (MNC) style of advertising by hiring two top advertising agencies McCann and DDB Mudra to prepare the company for the next phase of growth. Patanjali diversified into various segments of the market, ranging from FMCG products, Ayurvedic medicines, Ayurvedic hospitals and a medical college. Patanjali plans to enter various categories of products including the beauty products segment to compete with major MNCs, the baby care segment to compete with Johnson & Johnson, and the sports segment to compete with Nike and Adidas. Patanjali as a brand has a strong positioning in the minds of consumers as a natural and Ayurvedic brand. Will Patanjali’s foray into so many diversified segments lead to a brand extension trap and confused positioning? Because Patanjali as a brand, solely rides on Baba Ramdev’s image, if Baba Ramdev ever finds himself at the centre of a controversy, will Patanjali’s brand equity take a hit? Will it affect the brand Patanjali? Even if Baba Ramdev does not get into any controversy, what will happen to the brand Patanjali when Baba Ramdev is no more? Who should be the next face of Patanjali? Can the brand survive without a face?

The case is designed to enable students to understand the following key learning points: The concept of marketing mix. Product mix, Promotion mix branding (especially “Person as a Brand”), customer-based brand equity (CBBE) model or brand resonance pyramid.

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 8: Marketing.