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Upon completion of the case study, the students will be able to understand brand differentiation and marketing challenges faced by small businesses in emerging markets; recognize the significance of marketing strategies for a growing business in emerging markets; assimilate paid, owned and earned media to improvise the effectiveness of firm’s communication and digital marketing strategy; analyze the relevance of social media marketing in developing a brand; and create a content marketing strategy.

The case dilemma involved a possible course of action that Fusion Creations faced at the beginning of 2022 about marketing strategies across paid, earned and owned media. “Fusion Creations” was the creation of two sisters who were avid cake bakers since young age. They identified the demand for homemade cakes and the growing number of home bakers in India. It was during the Covid-19 pandemic that they faced challenges in terms of lockdown and scarcity of supply for baking essentials. Moreover, although the pandemic had brought most sections of the society worldwide to a standstill, home bakers were thriving. After the pandemic, these home bakers turned their passion into full-time profession. It was time for the sisters to view this stage as a challenge because of competition from aspiring entrepreneurs and rising home bakers, and convert it into an opportunity. Can Fusion Creation leverage the online social media platforms for their product sales and marketing? With presence established on various social media platforms, were they doing it right, or was there a better way? A few questions lay in front of Chaitali and Kena, owners and bakers of Fusion Creations.

This case is written for use in digital and social media marketing classes for graduation-level courses. The focus of the case aligns well with discussions of digital and social media marketing strategy. The case also has application in discussions regarding implementation of digital marketing strategy. Instructors that choose to emphasize social media strategies could assign this case to explore online marketing and digital communication.

Teaching notes are available for educators only.

CSS8: Marketing.

The CFO of a diversified baking company must decide whether to issue convertible debt rather than straight debt or equity. In evaluating the proposed terms of the convertibles offering, the student must value the securities by valuing the call option (using option pricing theory) and the bond component. This case introduces the topic of convertible securities. Student and instructor worksheet files are available for use with the case and teaching note.

This article looks at how capital equipment innovations are adopted. The reception of innovations by adoptors and non‐adoptors provides “profiles” of the characteristics of innovations, which can highlight good selling features and identify markets.

Broadly speaking, internationalisation means the entry to new-country markets. It may, therefore, be described as a process of innovation (Bilkey & Tesar, 1977; Andersen, 1993; Casson, 2000). Faced with increasing international competition, innovation has become a central focus in firms’ long-term strategies. Firms competing in global markets face the challenges and opportunities of change in markets and technologies. One important aspect within innovation management is the optimal integration of external knowledge, since innovation increasingly is derived from a network of companies interacting in a variety of ways (Veugelers & Cassiman, 1999).

This report is addressed to the Health Committee of the Corporation. “ It is many years since such a report was issued”, and 1947 was the first complete year in which the Writer of the report was in charge of the Department for whose activity he speaks. A short account of the scope and duties of the Department is given. The writer is not only the Public Analyst for Liverpool City itself, but for seven boroughs besides. He is the Agricultural Analyst for five county boroughs. Work is carried out as requested by all the Liverpool Corporation Departments. This work includes, among others, those relating to Water, Health, Public Baths, and the Port Health Authority; examinations for pathological purposes on behalf of hospitals and private practitioners. Toxicological examinations are also made for H.M. coroners. The department is also concerned with problems relating to atmospheric pollution in co‐operation with the Department of Scientific and Industrial Research. The City Analyst represents Liverpool on the Standing Conference that is concerned with these matters. It is not claimed that the duties of the City Analyst's Department differ in kind from those undertaken by other official analysts in the great industrial centres of the country, but the volume of the work is probably not exceeded anywhere else. Numerical details are not embodied in the report, but are relegated to five appendices. We note from Appendix No. 1 that the total number of examinations of all kinds that were undertaken during the time under review amounted to well over eleven thousand. As already remarked, it is years since such a report was issued. We are in complete agreement with the remark that a summary of the scope and conditions of the work of the City Analyst's Department “ may be helpful”. It will be helpful inasmuch as it—with, we may add, other reports of a like nature—will enable the “ man in the street ” the better to appreciate the nature of the service that the health authorities, represented by official analysts throughout the country, render in their endeavour to ensure that air, water supply, food and other essentials are as they should be. We note that the Corporation Departments and Local Authorities were making a “ steadily increasing use ” of the laboratory facilities during the year. This entailed some reorganisation of the Departments so far as that is related to the examination of foods and drugs. It is hardly needful to point out that post‐war regulations as to the correct labelling and advertising of foods and drugs, especially pre‐packed foods, demand more than analysis. A too excessive use of the commercial imagination in the past with regard to the nature, substance and quality of the stuff in, say, a package, has led to a considerable increase of laboratory staff to cope with the business, with a corresponding increase in the size of the laboratory. With regard to food and drug administration, it is pointed out that the figure given in the reports of the Public Analysts as to the number of unsatisfactory samples is misleading, the number being in all cases too high. Thus for Liverpool it is given as 5·5 per cent of the total number of foods and drugs examined. The sampling officers take samples representing types of foods that are most likely to be irregular. When an irregularity is found, repeated samples may be taken in an attempt to trace the trouble to its source. The result is that the number representing samples found to be unsatisfactory in the course of such an investigation would indicate—when included in the general figures relating to all samples examined—a higher proportion of unsatisfactory samples than is actually the case. “ Thus the percentage of unsatisfactory samples may be just as much a measure of the activity of the sampling officer as of the adulteration practised.” Again, it is pointed out that many of the irregularities disclosed in the examination of foods are not, from the common‐sense point of view, matters for which legal action is desirable. Accident or ignorance of legal regulations may be the cause of irregularities. “ It is generally sufficient to draw attention to what is wrong and it is immediately put right.”

CORROSION GROUP'S BIG PROGRAMME. THE Corrosion Group's programme of meetings for 1954–55—the fourth session since the Group was formed—looks to be the most interesting planned so far. There are three outstanding events. In chronological order they are the Conversazione and Exhibition with the theme ‘Corrosion Prevention in the Home,’ to be held on January 20 at Battersea Polytechnic, London; the spring lecture, ‘Attention to Corrosion in U.S.A.,’ by the distinguished American corrosion scientist, F. L. LaQue, to be held on March 30 at Burlington House, London, W.I; and the ambitious Symposium on the Protection of Structural Steel scheduled for March 31 and April 1 in London. The conversazione is to be followed by a discussion on ‘Corrosion in the Home’ on February 16.

This chapter addresses one of the most crucial areas for critical thinking: the morality of turbulent markets around the world. All of us are overwhelmed by such turbulent markets. Following Nassim Nicholas Taleb (2004, 2010), we distinguish between nonscalable industries (ordinary professions where income grows linearly, piecemeal or by marginal jumps) and scalable industries (extraordinary risk-prone professions where income grows in a nonlinear fashion, and by exponential jumps and fractures). Nonscalable industries generate tame and predictable markets of goods and services, while scalable industries regularly explode into behemoth virulent markets where rewards are disproportionately large compared to effort, and they are the major causes of turbulent financial markets that rock our world causing ever-widening inequities and inequalities. Part I describes both scalable and nonscalable markets in sufficient detail, including propensity of scalable industries to randomness, and the turbulent markets they create. Part II seeks understanding of moral responsibility of turbulent markets and discusses who should appropriate moral responsibility for turbulent markets and under what conditions. Part III synthesizes various theories of necessary and sufficient conditions for accepting or assigning moral responsibility. We also analyze the necessary and sufficient conditions for attribution of moral responsibility such as rationality, intentionality, autonomy or freedom, causality, accountability, and avoidability of various actors as moral agents or as moral persons. By grouping these conditions, we then derive some useful models for assigning moral responsibility to various entities such as individual executives, corporations, or joint bodies. We discuss the challenges and limitations of such models.

The purpose of this paper is to explore the genesis of the first Macro‐Marketing Seminar and to review the institutionalization of macromarketing which resulted from it.

The paper briefly reviews the history of macromarketing, the changes in society and marketing thought, and the seminal research which led to the first Macro‐Marketing Seminar.

Early macromarketing research was supplanted by a managerial marketing focus in mid‐twentieth century while at the same time society was awakening to the interconnections between human behavior and a broad range of societal problems. The early marketing theory seminars provided a template for the first Macro‐Marketing Seminar.

The paper explains the resurgence of macromarketing which from that first pivotal Macro‐Marketing Seminar has blossomed into a multifaceted and institutionalized area of study.

In this article the author discusses the various points at which corrosion occurs in the bakehouse plant and mentions the probable factors involved. The three main sections of the baking industry are covered, viz. bread making, flour confectionery (cake making) and biscuit making. An increasing number of bakers are now beginning to realise that metallic corrosion need not be an inevitable occurrence of conditions of the bakery, and the following article, by a member of the staff of the British Baking Industries Research Station, will help bakers to avoid this unnecessary waste of money.

Co‐operative research for the flour milling and baking industries is carried out by the Flour Milling and Baking Research Association (FMBRA). The FMBRA started its existence under that name in January, 1967, by the merger of two forbears—the Research Association of British Flour‐Millers (RABFM), founded in 1923 at St Albans, and the British Baking Industries Research Association (BBIRA), founded in 1946 at Chorleywood.