scholarly journals Chapman: To be or not to be

2021 ◽  
Author(s):  
◽  
Samuel Oliver Levy
Keyword(s):  
Business Model ◽  
Joint Venture ◽  
Consumer Preferences ◽  
Alcoholic Beverages ◽  
Research Approach ◽  
Unexpected Finding ◽  
Indigenous Plants ◽  
Product Range ◽  
Market Growth ◽  
Project Partner

<p>Declining core business in the conventional beverage categories of beer and carbonated sodas has compelled companies to turn to innovation to grow their sales and profitability. The research focus of this project was to determine, through adjacent category innovation whether my new branded premium craft carbonated soda product range was a consumer relevant innovation, scalable and therefore able to sustainably enhance market growth and profitability for my project partner, DB Breweries.  A mixed methods research approach using qualitative and quantitative surveys revealed strong consumer preferences for the product to be authentic, artisanal, premium, health focussed and particularly targeted to females, older consumers and as an alternative to alcohol. These findings represented market opportunities, however, the clear-cut preference for a homespun, handcrafted, local and small batched produced product as opposed to mass machine manufactured, was an unexpected finding with significant implications for the project.  This core finding created a tension between the preference for authenticity and the original concept of leveraging my project partner’s scale machine based manufacturing capacity. These findings and my advisory board’s guidance reshaped the business model canvas, proposing a joint venture between Chapman (my company) and my project partner, which as an established beverage company would bring know-how and distribution with my company being the entrepreneurial, authentic, artisanal, small batch producer.  The reshaped strategy and business model shifted the adjacent category innovation from a product to a geographical perspective, with export potential to China and possibly the Muslim market. The online sales channel in China has significant export appeal with its deep retail market penetration and rapid growth, but very low current penetration in the beverage category which is forecast for significant growth. Successful export entry into China would establish a potential platform to enter segments of the global Muslim market, a commercially attractive market for premium non-alcoholic beverages.  A deeper understanding of the rapidly growing negative consumer perception of artificial sweeteners led to a further innovative opportunity emerging from this project. As a consequence of this intersectional thinking a sub-project to develop a New Zealand natural sweetener based on indigenous plants, fruits or trees commenced.  This research project has revealed the new branded premium carbonated soda product range to be a consumer relevant innovation, scalable but not as a straight forward product adjacent category innovation and with export success has the potential to significantly enhance market growth and profitability for DB Breweries.  This project is now on a trajectory to be commercialised.</p>

scholarly journals Chapman: To be or not to be

2021 ◽  
Author(s):  
◽  
Samuel Oliver Levy
Keyword(s):  
Business Model ◽  
Joint Venture ◽  
Consumer Preferences ◽  
Alcoholic Beverages ◽  
Research Approach ◽  
Unexpected Finding ◽  
Indigenous Plants ◽  
Product Range ◽  
Market Growth ◽  
Project Partner

<p>Declining core business in the conventional beverage categories of beer and carbonated sodas has compelled companies to turn to innovation to grow their sales and profitability. The research focus of this project was to determine, through adjacent category innovation whether my new branded premium craft carbonated soda product range was a consumer relevant innovation, scalable and therefore able to sustainably enhance market growth and profitability for my project partner, DB Breweries.  A mixed methods research approach using qualitative and quantitative surveys revealed strong consumer preferences for the product to be authentic, artisanal, premium, health focussed and particularly targeted to females, older consumers and as an alternative to alcohol. These findings represented market opportunities, however, the clear-cut preference for a homespun, handcrafted, local and small batched produced product as opposed to mass machine manufactured, was an unexpected finding with significant implications for the project.  This core finding created a tension between the preference for authenticity and the original concept of leveraging my project partner’s scale machine based manufacturing capacity. These findings and my advisory board’s guidance reshaped the business model canvas, proposing a joint venture between Chapman (my company) and my project partner, which as an established beverage company would bring know-how and distribution with my company being the entrepreneurial, authentic, artisanal, small batch producer.  The reshaped strategy and business model shifted the adjacent category innovation from a product to a geographical perspective, with export potential to China and possibly the Muslim market. The online sales channel in China has significant export appeal with its deep retail market penetration and rapid growth, but very low current penetration in the beverage category which is forecast for significant growth. Successful export entry into China would establish a potential platform to enter segments of the global Muslim market, a commercially attractive market for premium non-alcoholic beverages.  A deeper understanding of the rapidly growing negative consumer perception of artificial sweeteners led to a further innovative opportunity emerging from this project. As a consequence of this intersectional thinking a sub-project to develop a New Zealand natural sweetener based on indigenous plants, fruits or trees commenced.  This research project has revealed the new branded premium carbonated soda product range to be a consumer relevant innovation, scalable but not as a straight forward product adjacent category innovation and with export success has the potential to significantly enhance market growth and profitability for DB Breweries.  This project is now on a trajectory to be commercialised.</p>

scholarly journals RELIGIOSITY AND CONSUMER BEHAVIOR: A STUDY OF CONSUMPTION PATTERNS FOR ALCOHOLIC AND NON-ALCOHOLIC BEVERAGES AMONG ANIMIST, CHRISTIAN AND MUSLIM CONSUMERS IN THE CONTEXT OF GHANA

2020 ◽  
Vol 2 (4) ◽  
pp. 244-261
Author(s):  
Dr. Théophile Bindeouè Nassè ◽  
Naab Francis Xavier ◽  
Bismark Boateng ◽  
Nicolas Carbonell ◽  
Justice Agyei Ampofo ◽  
...  
Keyword(s):  
Consumer Behavior ◽  
Qualitative Data ◽  
Alcoholic Beverages ◽  
Research Approach ◽  
Structured Interviews ◽  
Production And Consumption ◽  
The Social ◽  
And Behavior ◽  
Voice Recorder

Researchers' interest in consumer religiosity and behavior is explained by the fact that religion influences not only the social behavior of individuals, but also their consumption behavior. Most of the studies on the subject come from Western and Asian countries with a few of such studies been conducted in Africa and particularly in Ghana. The aim of this paper is to explore the concepts of religiosity and consumer behavior in Ghana, in order to consider the role of culture in the management and marketing of industrial products. Ghana is a country where religion plays an important role in shaping lives and ensuring community cohesion. However, a determined part of the believers contributes to increasing the consumption of industrial beverages, and the obliviousness in the marketing sector also seems to be a barrier that slows the production and consumption of non-alcoholic industrial beverages. The research approach is exploratory and qualitative. The collection of qualitative data is done with the aid of a SONY voice recorder through some semi-structured interviews. Then, the qualitative data are transcribed manually and verbatim analyzed. The results show that in the context of Ghana, religiosity of believers affects the behavior of the consumer and that consumer behavior towards non-alcoholic industrial beverages affects religiosity. Keywords: Religiosity, Consumer Behavior, Industrial Beverages, Consumption, Marketing, Ghana.

Current State of the Worldwide and Russian E-commerce Markets and Prospects for Their Development

2021 ◽  
Vol 144 (5) ◽  
pp. 46-53
Author(s):  
Maxim E. Oschepkov ◽  
Keyword(s):  
Consumer Preferences ◽  
Rapid Development ◽  
Digital Revolution ◽  
Scientific Methods ◽  
Market Growth ◽  
Current State ◽  
The World ◽  
Current Economic Situation ◽  
Key Drivers ◽  
Market Volume

The article examines the current state of the world and Russian retail e-commerce markets and assesses the prospects for their development — the study of these issues is the purpose of the work. The research topic is relevant, because in the context of the global digital revolution and the rapid development of the world economy, the development of e-commerce is becoming one of the key drivers of the growth of all trade and the economy. To achieve this goal, based on the integrated application of such scientific methods as analysis, systematization, synthesis, generalization, classification and description, the following tasks were performed: the main development approaches included in the strategic management system of e-commerce market leaders were identified; the dynamics of the global and Russian e-commerce markets were analyzed; a comparative analysis of the development of e-commerce markets of the leading countries in terms of market volume and market growth rate was made; the key drivers and obstacles to the development of the global and Russian e-commerce markets, which are related to the current economic situation, the state of legal support and changes in consumer preferences, are identified and described; forecasts and trends in the development of markets are formulated.

Market for Plant-Based Meat Alternatives

2019 ◽  
pp. 218-237
Author(s):  
Anusha Thakur
Keyword(s):  
Developing Economies ◽  
Consumer Preferences ◽  
Wheat Gluten ◽  
Product Portfolio ◽  
Market Growth ◽  
Gluten Intolerance ◽  
The World ◽  
Vital Wheat Gluten ◽  
Solid Form ◽  
Near Future

Shifting consumer preferences towards meat alternatives can be attributed to the factors such as health and ecological benefits, as well as meat adulteration. Increasing consumer demand for better grade of meat alternatives is also expected to boost the market growth in the near future. Protein sources from maize, peas, rice, and chickpeas are anticipated to witness significant growth and new developments. Alternatives such as bean curd or wheat gluten are expected to be the beneficial source of protein and phosphorous. This can be attributed to the fact that 50 g of vital wheat gluten in combination with water produces 2 ounces of gluten in a solid form, which further comprises of nearly 38 g of protein in each serving. However, factors such as the higher cost of meat substitutes inhibit the market growth, particularly in developing economies, wherein the dietary awareness is expected to be lower. Further factors, related to gluten intolerance and soy allergy, are also anticipated to restrain the market growth. This chapter includes a market study of meat alternatives across the world based on analyzing, estimating, and forecasting for the 2015-2025 period. Market determinants of the meat alternatives market are also explored to analyze market drivers, restraints, challenges, opportunities, trends, and developments. The competitive landscape section includes information related to key market players with an overview of product portfolio and strategic initiatives.

scholarly journals The Influence of Bottle Design on Perceived Quality of Beer: A Conjoint Analytic Study

Beverages ◽  
2020 ◽  
Vol 6 (4) ◽  
pp. 64
Author(s):  
Styrmir Gislason ◽  
Simon Bruhn ◽  
Alexander M. Christensen ◽  
Mikkel T. Christensen ◽  
Mette G. Hansen ◽  
...  
Keyword(s):  
Online Survey ◽  
Consumer Preferences ◽  
Perceived Quality ◽  
Alcoholic Beverages ◽  
Product Evaluations ◽  
Packaging Design ◽  
Two Factors ◽  
Color Scheme ◽  
Key Aspects ◽  
Design Factors

Research on the influence of packaging on consumer perception of beer and other alcoholic beverages suggest an important role in capturing consumers’ attention and generating expectations on perceived product quality, and in particular that color, bottle shape, and label design are key aspects. There is, however, a paucity of research looking at interactions between different aspects of packaging design. This is a topical issue given an increasingly saturated market where especially craft breweries strive for differentiation and brand recognition. Situated within this context, the present research used a conjoint analytic approach to investigate the effect of packaging design on consumer perceived quality and liking for beers. Beer images were designed to systematically vary in four design factors—label color, label shape, label complexity, and bottle shape—and evaluated in an online survey with a representative sample of Danish beer drinkers. Two of the design factors—label color and bottle type—significantly affected consumers’ product evaluations, whereas the other two factors did not. Post-hoc analyses of the main effects indicated that the combination of a “Bomber” bottle shape and a warm color scheme in the label as the optimal combination of design factors to maximize consumer preferences. Preference for the Bomber bottle was linked to a perceived premiumness associated with a preference for curvatures (as opposed to angularity), whereas the preference for warm colors was tentatively explained as due to crossmodal correspondences generating favorable sensory expectations for this color scheme.

The role of a business model in market growth: The difference between the converted industry and the emerging industry

2019 ◽  
Vol 146 ◽  
pp. 534-562 ◽  
Author(s):  
JinHyo Joseph Yun ◽  
DongKyu Won ◽  
KyungBae Park ◽  
EuiSeob Jeong ◽  
Xiaofei Zhao
Keyword(s):  
Business Model ◽  
Market Growth ◽  
The Difference

scholarly journals Too Many Products: Decentralized Decision Making in Multinational Firms

2011 ◽  
Vol 3 (1) ◽  
pp. 280-306 ◽  
Author(s):  
Catherine Thomas
Keyword(s):  
Decision Making ◽  
Western Europe ◽  
Multinational Firms ◽  
Consumer Preferences ◽  
Laundry Detergent ◽  
Market Outcomes ◽  
Firm Level ◽  
Product Range ◽  
Country Level ◽  
Decentralized Decision Making

I analyze country-level product ranges offered by multinational laundry detergent manufacturers in Western Europe. Observed product range variation across countries exceeds the optimal firm-level response to differences in consumer preferences and retail environments. Counterfactual analysis reveals that increased product range standardization would reduce firm costs and increase profits. These findings are consistent with theory models of local agency, where decentralized decision making can be the constrained optimal organizational form despite the resulting lack of coordination across divisions. My analysis suggests that organizational structure affects product market outcomes and firm performance. (JEL D23, F23, L21, L25, L65)

scholarly journals Business model development for sustainable apparel consumption

2019 ◽  
Vol 12 (4) ◽  
pp. 481-504 ◽  
Author(s):  
Johan Holtström ◽  
Charlotte Bjellerup ◽  
Johanna Eriksson
Keyword(s):  
Business Model ◽  
Business Models ◽  
Consumer Preferences ◽  
Model Development ◽  
Distribution Networks ◽  
Term Survival ◽  
Content Type ◽  
Sustainable Solutions ◽  
Business Model Development

Purpose The purpose of this paper is to identify key aspects of business model development for sustainable apparel consumption, as actors show an increasing interest in product‒service systems. This purpose should be seen from a retailers’ perspective so as to develop sustainable solutions for long-term survival in the apparel industry when meeting consumer preferences for fashion as well as an increasing interest in consuming less. Further, this is from a perspective in an economy where sharing and circularity are potential drivers for changing consumer patterns. Design/methodology/approach The study is based on the apparel retailer Houdini Sportswear and its business model development from a traditional model of selling sportswear to a more future-oriented model where sustainability is more salient. The data for analysis were collected through interviews with employees within the studied company. The interviews have been guided by overarching themes covering relevant areas of interest for this study. Findings Overall, the paper shows how sustainability can be included in strategic development, from product idea, product development, production and sales/rental to repair, reuse and finally recycling. The paper also highlights potential obstacles in a developed business model with increased sustainability, including technological platforms, distribution networks for collecting and returning products and consumer consumption preferences. There are a few intertwined factors to be considered on different societal levels to achieve long-term success. Originality/value This study contributes an increased understanding of how more sustainable solutions can be included when developing business models. While the manufacture, distribution and consumption of clothes have an impact on the environment, some retailers and producers want to reduce this environmental impact. One alternative is to change the way clothes are consumed, to include more sharing and circularity.

scholarly journals A dynamic, network and resource-based approach to the sustainable business model

2020 ◽  
Vol 30 (4) ◽  
pp. 717-733 ◽  
Author(s):  
Anna Ujwary-Gil ◽  
Natalia Regina Potoczek
Keyword(s):  
Virtual Reality ◽  
Business Model ◽  
New Technologies ◽  
Dynamic Network ◽  
Living Organism ◽  
Theory And Practice ◽  
Centrality Measures ◽  
Research Approach ◽  
Change Analysis ◽  
Key Nodes

AbstractThe network perspective of a business model provides an attractive outlook on the interactions and interdependencies of its components. The network is a “living organism,” it changes constantly and dynamically. Therefore, the key nodes in the network, and their potential loss, may be of vital importance to the network itself. The paper presents the network of relations between the components of a company business model operating in a sector of new technologies – virtual reality – and indicates the prominent and most influential nodes in the network that can affect value creation. The authors analyzed the influence exerted by a key node that has been eliminated from the network on the remaining structure, based on the immediate impact (change analysis), which computes the key nodes of the network and then isolates them individually to determine the effect on measured values. The primary research approach is an organizational network analysis (mostly centrality measures) and a simulation functionality used for determining measures and visualization, before and after changes. The results indicate the level of centrality measures of all nodes in the network (a virtual reality company’s business model), their interdependence, and the dynamics of their change. The paper concludes with implications for theory and practice, limitations, and directions for further research.

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