Case Studies in the Traditional Food Sector

Bridging the gap between consumer science academics and professionals and practitioners in the traditional food sector. Case Studies in the Traditional Food Sector: A volume in the Consumer Science and Strategic Marketing series aims to reduce the gap between academic researchers and practitioners in the food sectors (small and medium enterprise owners, managers, and consultants) through the exploration of real-world challenges and field-based research. The book explores how consumer science has been implemented by some small and medium enterprises (SMEs) and consortia dealing with traditional foods 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 a competitive environment. Case studies outline successful examples and best practices, present critical points and challenges to be addressed by a joint work of academic and practitioners, and highlight inputs for further theoretical investigation. Both current and future food business professionals will benefit by applying this information and these insights to their business environments. This book: Explains "traditional food" and indicates which market trends and challenges can be observed at the international level, Explores how research in the field of consumer science has become relevant to SMEs marketing strategies in the traditional food sectors, Discusses which tangible marketing outcomes have been obtained by the joint work of consumer scientists, researchers, and marketing consultants with agribusiness managers and SME owners, Highlights which challenges still face these stakeholders who want to make the most of R & D Book jacket.