一损俱损：食品安全、企业的社会责任及市场反应--以“塑化剂”事件为例

本文以酒鬼酒“塑化剂”事件为案例,运用事件研究和双重差分的方法,研究该食品安全事件对酒鬼酒及白酒行业带来的影响。结果表明：事件日后20天内酒鬼酒的累计异常收益平均下降了30％,证券市场发挥了“用脚投票”的功能,对肇事企业起到惩罚作用;此外,酒鬼酒“塑化剂”事件对整个白酒行业带来的“传染效应”大于“竞争效应”,平均意义上“塑化剂”事件使得白酒类企业的累计异常收益下降了6％,说明食品安全问题会带来一损俱损现象。     

Core Organic Taste: Preferences for Naturalness-Related Sensory Attributes of Organic Food Among European Consumers

Consumers’ preferences for organic food have evolved in recent years, moving from altruistic values to more egoistic buying motivations, such as health promoting or nutritional aspects and sensory properties. Hypothesizing that organic consumers have peculiar preferences for naturalness-related sensory attributes, we developed the concept of the “core organic taste” based on the principles of a wholesome nutrition. This article investigates to what extent the “core organic taste” is relevant across different European countries and its potential relevance for food marketing. A sample of 1,798 organic food consumers was interviewed during 2010–2011 in six European countries. Explorative factor analysis, correlation analysis, ANOVA, and post hoc tests were applied to analyze the data. Results show that the “core organic taste” is not applicable for all countries. Indeed, for most countries only single elements seem to be relevant. However, for Germany and Switzerland the “core organic taste”—representing the first “taste style”—has proven its potential value and points at the need for more research in this field. Depending on the country, product developers and marketers could potentially use different elements of the “core organic taste” to better meet organic consumers’ wishes and expectations. Finally, recommendations and suggestions for practitioners and academia are provided.     

The influence of sharing versus self-use on the preference for different types of promotional offers

Sharing, which refers to giving something you have to someone else, is one of the most ubiquitous forms of human behavior in the world. Everyone experiences it in various situations, including buying food. Nonetheless, although buying something to share with others is quite common in our daily lives, most consumer research on buying focuses on the condition of “self-use” rather than “sharing.” The main purpose of this study is to investigate the influence of promotional offers on consumers' purchase decisions when buying food for self-use/sharing with others. The authors conducted four experiments to answer the main research questions. The results indicated that consumers prefer “price discounts” over “bonus packs” when the shopping task relates to self-use due to their concern about “loss reduction.” In contrast, they prefer bonus packs over price discounts when the shopping task relates to sharing with others because of their focus on “extra gains.” In addition, consumers’ perceived responsibility is a moderator. When perceived responsibility is low and the purchase is for self-use (sharing with others), price discounts (bonus pack) are favored over bonus packs (price discounts). However, when perceived responsibility is high, consumer preference to promotional offers are not significant different either in self-use or sharing with others condition. It seems that role of responsibility is influential when the shopping task relates to self-use. This study not only contributes to a deeper understanding of consumer psychology but will also be beneficial to practitioners in designing effective promotional strategies that consider motives for food shopping.     

Household Food Consumption and Quality Differentiation in Demand System: An Approach for Endogenous Prices

The authors surveyed consumers for preferences on allergen advisory statements on food labels (N = 1,243). They also conducted an experiment to assess how consumers use advisory statements (N = 4,049) to make food consumption decisions. Results show that food allergic individuals, including caregivers to food allergic individuals, and a control group of nonallergic people preferred “Allergen Information: May Contain …” over three other statements tested. The experiment revealed measurable differences among the statements in how they are used to make food consumption decisions. Statements rated as more believable and more helpful also received higher ratings on a “likelihood of eating/serving” measure.     

Ethical Consumerism: A View From the Food Industry in Morocco

Both consumers and firms are now more concerned about ethics as a way to make business transactions a win–win deal. As consumers ensure profitability to businesses, they expect fair practices and honest behaviors toward society. The study reported here attempts to investigate Moroccans’ perceptions and attitudes toward ethical consumerism of food. Consumers’ willingness to buy those products and their motives for such purchases as well as factors preventing ethical purchases is investigated. Besides price, which drives most their decision to buy a food or not, Moroccans are driven by ethical claims such as “healthy,” “no fat,” “pasteurized,” etc. It was shown that consumers trust information on the labels of products besides information provided by consumer authorities. In relation to ethical aspects, Moroccans are mostly concerned about the environment and religion. Older men with high income are shown to be a good target for the ethical food market.     

Pushing speed? The marketing of fast and convenience food

The Menu: This paper explores the complex relationship between the marketing of fast and convenience food, and Western constructions and experiences of time in late Modernity, through a polemical analysis of a set of recent British television advertisements for a variety of brands in this sector. A cursory reading of these ads reveals some apparent contradictions in the deployment of time in fast/convenience food marketing: they seem to celebrate both speed (time as “sameness” and “continuity”) and nostalgia (time as “difference” and “discontinuity”). We go beyond a simple understanding of these alternative tropes as indices of competing brand strategies by interpreting their wider relations to the systemic and cultural vicissitudes of contemporary global capital. We conclude that the temporal articulation of fast and convenience foods presented in the ads is not in fact paradoxical, but dialectical. This dialectical relationship is an essential and continuing ideological structure of late Modernity.     

Best for baby? Framing weaning practice and motherhood in web-mediated marketing

The aim is to illustrate how web marketing frame commercial baby food as a value-adding part of weaning practice and discuss how various ways of framing relate to contemporary mothering ideals. Drawing on “practice” and “frame analysis,” we illustrate how four baby food producers’ web marketing frame commercial baby food and weaning as “medical,” “fun” or “convenient.” The analysis shows that the web material offers a range of images and ideals that could function as discursive resources in mothers’ everyday feeding practices, while at the same time providing a good fit with several, rather than one specific mothering ideal. Besides adding to our knowledge on mothering this work illustrates the role that marketing play in configuring consumer practices. As a form of representation of consumer practice marketing involves a range of images offering discursive resources and supports consumers in negotiating actual and ideal practices linked to cultural ideals on consumption.     

Advertising the U.S. National Organic Standard: A Well-Intentioned Cue Lost in the Shuffle?

The 2002 implementation of the National Organic standard and development of the USDA organic seal gave food advertisers a new tool with which to communicate food characteristics to consumers. Based principally on farm and manufacturing practices, the standard offers consumers an expansion of their food choices. Parents of young children have been shown to have particular interest in organic food. Using parent-targeted magazine-based food ads, this paper explores how organic has been promoted, how its advertising strategy compares to that for conventional foods, and whether organic food has been appropriately differentiated from conventional foods such that the USDA organic seal carries a significant and unique meaning to both consumers and the food industry. The content analysis shows that the period following the implementation of the National Organic Program exhibits a general upward trend in usage of health-related cues but minimal increase in use of terms associated with the “organic” ideal. A direct comparison of organic and non-organic food ads shows that there has been little leakage of terminology related to “organic” into mainstream food advertising strategy. Most importantly, we find that “organic” is intermixed with health cues, contributing to the often-found consumer perception that “organic” means “healthier,” and suggesting that the goals of the NOP to offer consumers a clear definition and a way to reduce confusion have not been met in advertising strategy.     

Asymmetric volatility of basis and the theory of storage

The theory of storage states that the marginal convenience yield on inventory falls at a decreasing rate as inventory increases. Previous literature has tested this hypothesis using the so‐called “direct test” approach, which employs a direct measurement of inventory levels, or the “indirect test” approach, which examines the relative variation of spot and futures prices and the relative variation of negative basis to positive basis as alternative proxies for inventory levels. The rationale behind the indirect test is based on the hypothesis that futures prices are less variable than spot prices when inventory is low, and have similar variability when inventory is high. The authors propose a “unified test” of the theory of storage that incorporates aspects of both direct and indirect tests in an ARMAX‐asymmetric GARCH model framework. © 2005 Wiley Periodicals, Inc. Jrl Fut Mark 25:399–418, 2005     

Does Nutrition Information Contribute to Grocery Shoppers’ Willingness to Pay?

An experimental auction and the eye-tracking technology are used to detect the relationship between consumers’ understanding of the nutrition information and their willingness to pay for food items. Additional attention is given to health-conscious individuals. Salad mix and apple juice are selected for the experiment. A Tobit model is used for the analysis. The results show that nutrition information has some effect on consumers’ purchasing decision. Shoppers are willing to pay less for fat and mineral information, but more for ingredient, protein, sodium, and carbohydrate information of salad mix. As for apple juice, shoppers care only for energy and other nutrient information, as well as the health claim “vitamin C naturally high.” Further, health-conscious individuals are more responsive to the nutrition claims, such as “high in fiber” (salad mix) and “vitamin C naturally high” (orange juice). A possible limitation of the conclusion exists due to the small sample size.     

Can Marketing Help in Tackling Food Waste?: Proposals in Developed Countries

One third of food destined for human consumption is wasted globally, and much of the food waste that comes from high-income or developed countries is caused by poor marketing practices, consumer behavior, and consumption patterns. The present study focuses on developed countries to propose some marketing actions that could help in reducing food waste. A comprehensive analysis was carried out for each marketing variable, to provide a snapshot of actions and proposals that are being developed. Our study highlights the relevance of marketing in contributing to reduce food waste, through the removal of “Buy one, get one free” sales promotions, clarifying date labeling, or raising food waste awareness campaigns. The main contribution of this study is the proposal of marketing actions that help in tacking food waste.     

Managing for Excellence in the Food and Beverages Industry

Abstract

In order to understand how to manage for excellence in the food and beverages industry, one must recognize some key principles that are utilized by top companies in this industry. The following article will provide detail examples of three top organizations to let the readers realize the strategies used by each company and what makes them superior than other competitors. The first example is about Nestlé's excellent achievement on market research and successful story about “Wellness strategy”. The second example shows how Coca-Cola produces the world's best known product and implements “Total Quality Management” and “Just-In-Time” system. The third example reveals the success secrets of McDonald's franchise kingdom and “three-legged-stool” relationship with its franchisees and suppliers. To be the top leader in the food and beverage industry, we suggest learning these skills.     

The Attitude of Indian Youth Toward Nutrition: Factors,Segments, and Implications

Although consumers’ attitude toward healthy or nutritious foods has been studied, factors affecting attitude have not been sufficiently studied. This study deals with the factors affecting the attitude of Indian youth toward nutrition. The article also attempts to segment youth consumers on the basis of their attitude. The responses of 379 youths to the specifically developed questionnaire were subjected to principal component analysis to identify attitudinal factors and to delineate the segments of youth cluster analysis. Discriminant analysis was performed to establish the differences among segments. Five factors, namely “not sure,” “volume consciousness,” “costly but willing to pay,” “healthy homemade,” and “taste and practical,” were identified as having influence on youths’ attitude toward nutrition. Marital status, gender, and cities where youths have spent their last 5 years had significant influence on those attitudinal factors. Based on the varying importance of different attitudinal factors, consumers were categorized in three distinct segments. Based on the findings of the study, different management interventions can be planned to increase the intake of nutritious food by the youths of different segments.     

Understanding Public Concerns About Pesticides: An Empirical Examination

Public concern over pesticides has emerged as a major issue in recent years, but has received relatively little attention from researchers. This paper reports the results of a 1990 telephone survey of a representative sample of residents of the Pacific Northwest concerning a range of pesticide issues. The results indicate a moderately high level of concern over the safety of pesticides, but recognition that some degree of pesticide use is probably necessary. A factor analysis reveals the existence of three underlying dimensions of pesticide attitudes: two very clear dimensions reflecting attitudes toward the “safety” and the “necessity” of pesticide use and a less distinct dimension primarily reflecting “trust” in the food industry's use of pesticides. Although demographic variables are, in general, poor predictors of pesticide attitudes, correlations vary considerably across the dimensions (e.g., women are significantly more concerned about the safety of pesticides, but no more likely to think that pesticide use is unnecessary, than are men). Suggestions for research which could build upon the findings are offered.     

The democratic method of obtaining capital—culture,governmentality and ethics of mass investment

The past thirty years have witnessed a range of complex changes in global and national political–economic landscapes. One of the most dramatic aspects of these changes is the “globalization” of finance capital. “Finance” is often said to be at the center of a new and globalizing set of financial spaces in which “everyday” actors are increasingly asked to participate. However, these developments are often depicted in the critical literature in epochal terms as political–economic configurations arising out of macro‐structural episodes of change. In contrast to these approaches, this paper argues for a “cultural economy” for finance as a way of both situating recent developments in a more specific and historically subtle manner and underscoring the ways in which “finance” is lived and constituted at a “minor” or everyday level. By assessing the advertising initiatives of three campaigns of “mass investment” from earlier moments of the twentieth century, this paper foregrounds some of the contexts out of and against which neo‐liberal modes of globalized finance arise, concluding that more historically‐situated accounts could lead to more contingent, and hence, contestable analyses of “global finance”.     

Speculative behavior of foreign exchange rates during the current float

The current regime of floating exchange rates has been characterized by a number of informed observers as economically unsatisfactory. Use of terms such as “overshooting”, “bandwagon effects”, “destabilizing”, and “insufficient speculation” reflects serious misgivings on the part of many toward the long-run viability of a floating, rather than a fixed or semi-fixed, rate regime. Using fairly standard procedures, the authors have attempted to determine the extent to which the foreign exchange market exhibits the adverse features noted above. The authors conclude that by and large foreign exchange markets have not performed particularly poorly. The foreign exchange markets seem to be efficient at least in the weak form sense. Past exchange rate changes are not useful in predicting future exchange rate changes. This empirical finding contrasts sharply with the view that the markets “overshoot”, or that there are “bandwagon effects”, or that the amount of price stabilizing speculation is inadequate.     

The effects of consumer empowerment on risk perception and satisfaction with food consumption

This study intends to measure consumer empowerment related to food consumption and determine its effect on food risk perception and satisfaction with food consumption. Data were derived from an analysis of the “2017 Research on Food Consumption Behaviour” by the Korea Rural Economic Institute. Consumer empowerment, risk perception and satisfaction with food consumption were measured using a 5‐point Likert scale. The differences in consumer empowerment according to gender, age, educational level and monthly income were statistically significant. The factors that affected risk perception were information use, healthy eating, consumer rights, consumer responsibility and monthly income. The higher the scores for information use, healthy eating and consumer responsibility, the higher the score for satisfaction with food consumption.     

Measuring emergence in the dynamics of new venture creation

Modeling the dynamics of nascent entrepreneurship provides insight into how organizations are created. In order to study this complex phenomenon we develop a longitudinal case study and analyze it with respect to three modes of organizing: vision, strategic organizing, and tactical organizing. Multiple sources of data are used to identify changes within and across these three modes. Using longitudinal content analysis and other complexity science methods, we found a nearly simultaneous shift in all three modes, indicating a punctuation event. We define this punctuation as an “emergence event,” and provide a process model of organizational emergence showing that a shift in tactical organizing generated a shift in strategic organizing, which resulted in a shift in the vision (identity) of the firm. We conclude with some theoretical implications of our analysis.