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Consumer Science and Strategic Marketing
Case Studies in the Traditional Food Sector

Editors

Dr. Alessio Cavicchi, Associate Professor in Agricultural Economics, University of Macerata, Macerata, Italy
Dr. Cristina Santini, Assistant Professor in Business and Management, Università Telematica San Raffaele, Rome, Italy

Overview

Small agricultural enterprises and farmers are often in a disadvantageous position to other bigger players in the food chain (such as food manufacturers, wholesalers, retailers). This is why many smaller businesses face a common problem: their efforts to maintain and improve their market position or to upgrade their market share and to expand their business activity internationally go unrewarded.

On the other side, scholars in the field of agricultural, food and beverages economics are asked to address their publications not only to their peers but also to a ‘real-world’ readership. In social science research, and more specifically in marketing and management, practitioners must be taken into great consideration and scientific papers and book chapters often contain recommendations for professionals. When research objects meet professionals’ interest and findings are effectively communicated, the existing gap between academicians and practitioners is reduced. The ongoing debate on the academician-practitioner gap has reinforced scholars’ interest for the improvement of the academician-practitioner relationships (Cavicchi, Santini and Bailetti, 2014).

This book wants to provide a contribution in this direction; there is an emerging demand from practitioners and undergraduate and postgraduate students who attend business and agricultural studies courses who want to gain practical information through real cases and field-based research.

This book will answer the following research questions:

• How research in the field of consumer science became relevant for marketing strategies of SMEs playing in the traditional food sectors?
• Which tangible economic/financial outcomes have been obtained by the joint work of sensory scientists, researchers in marketing field and agribusiness managers or SMEs owners?
• Which communication methods and practices have been relevant to make the most of R&D in food and beverage sectors and how multinational enterprises have addressed those consumer targets, sensitive to traditional products?

Thus, this book will explore how consumer science has been implemented in traditional food sectors for achieving the following strategic aims: rejuvenating product image; shaping new market places; achieving market differentiation and geographical diffusion; achieving customer loyalty; promoting traditional features of the product; defining product positioning in competitive environment.

Through Case Studies, successful examples and practices will be provided and newer inputs for further theoretical investigation will be given. Practitioners and prospective professionals in the food and beverage business will gain by using cases information and insights that could be used in their business environment.

Contents

Foreword

1. Introduction

Part One: Market outlook, factors and trends

2. Traditional food: definitions and nuances
3. Global trends in traditional food production and retailing
4. Consumer behavior towards traditional products
5. R&D, the myth: where is research going to? What is the role of consumer science as a business tool in traditional food sector?

Part Two: New and innovative products: the role of consumer science

6. How can Consumer Science help to reduce the risk of market failure?
7. What is the role of CS in helping new products development?
8. What are the benefits for a company that employs consumer science in product/process innovation?

Part Three: Sustaining the growth: consumer science and market growth

9. How CS can be employed in a market growth strategy?
10. How CS can be used for producing info that can be employed in strategy making?

Part Four: Mature products in a mature business: when consumer science helps with repositioning or rejuvenating a mature product

11. How firms can use CS when their products achieve the peak of the product life cycle and they get into the decline phase?
12. How firms can transform their dog (BCG matrix) products into profitable ones by employing CS?

Part Five: Interpreting market dynamics and demand: consumer science as a mean to achieve strategic information

14. How CS can be used for gaining info about consumers and the market?
15. How do firms process info?
16. How do firms use consumer science to optimize internal information flows and communication
17. Conclusions

Appendix: further insights on methodological tools adopted in this book

Chapter length: 4,000 words

Key dates:

• Chapter outline due: 1st February 2016
• First draft due: 1st July 2016
• Final draft due: 1st September 2016
• Target publication date: 1st September 2017

Contact:

• Alessio Cavicchi (alessio.cavicchi@unimc.it)
• Cristina Santini (cristina.santini@unisanraffaele.gov.it)

 

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