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Case Studies in the Traditional Food Sector
A volume in the Consumer Science and Strategic Marketing series
- 1st Edition - November 2, 2017
- Editors: Alessio Cavicchi, Cristina Santini
- Language: English
- Paperback ISBN:9 7 8 - 0 - 0 8 - 1 0 1 0 0 7 - 5
- eBook ISBN:9 7 8 - 0 - 0 8 - 1 0 1 2 6 0 - 4
Consumer Science and Strategic Marketing: Case Studies in the Traditional Food Sector aims to close the gap between academic researchers and industry professionals through r… Read more
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Request a sales quoteConsumer Science and Strategic Marketing: Case Studies in the Traditional Food Sector aims to close the gap between academic researchers and industry professionals through real world scenarios and field-based research. The book explores how consumer and sensory science has been implemented in the food industry 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 and defining product positioning in competitive environment.
There is an emerging demand from food industry professionals 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 aims to answer the following questions, amongst others: How research in the field of consumer science became relevant for marketing strategies?, Which tangible economic and financial outcomes have been obtained by the joint work of sensory scientists, researchers in marketing field and food business professionals?, and which communication methods and practices have been relevant to make the most of R&D in the food industry?
Through case studies, successful examples and practices are provided, with newer inputs for further theoretical investigation given. Both current and future professionals in the food industry will gain insights that can be used in their business environment.
- Bridges the gap between scholars and practitioners in understanding consumers in the traditional food sector
- Allows scientists and professionals to make the most of R&D outcomes
- Advances consumer science research to address business problems in the food industry
Marketing, Communication, R&D managers in the food sector; Academics in the food business, agribusiness and consumer and sensory science courses; Postgraduate and undergraduate students attending business schools, faculties of agriculture and degree courses in food science; Entrepreneurs and Managers of SMEs in the food sector
- No. of pages: 376
- Language: English
- Edition: 1
- Published: November 2, 2017
- Imprint: Woodhead Publishing
- Paperback ISBN: 9780081010075
- eBook ISBN: 9780081012604
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Alessio Cavicchi
Alessio Cavicchi is Associate Professor at University of Macerata (Italy), where he teaches "Food Economics and Marketing" and "Place Branding and Rural Development" in the degree of International Tourism and Destination Management. He received his PhD in Economics of Food and Environmental Resources from University of Naples, Parthenope and a MSc in Food Economics and Marketing from University of Reading (UK). His main fields of interest and research are consumer food choice, economics of food quality and safety, and innovation and sustainability in agribusiness and tourism. He has served as an agrifood expert for several DGs of the European Commission, and he is the coordinator of two EU funded projects: “The Wine Lab” and “FoodBiz.”
Affiliations and expertise
Associate Professor in Agricultural Economics, University of Macerata, Macerata, ItalyCS
Cristina Santini
Cristina Santini is Associate Professor at Università Telematica San Raffaele, in Rome, Italy. Her research interests are: management, business strategy, entrepreneurship, agrifood industry, qualitative and participatory approach, wine business, ecopreneurship and sustainability.
Affiliations and expertise
Associate Professor in Agricultural Science, Università Telematica San Raffaele, Rome, ItalyRead Case Studies in the Traditional Food Sector on ScienceDirect