Case Studies on the Business of Nutraceuticals, Functional and Super Foods

A volume in the Consumer Science and Strategic Marketing Series, Case Studies on the Business of Nutraceuticals considers nutraceuticals from a strategic marketing perspective, exploring consumer needs and trends as a pathway to defining novel opportunities in developing and marketing these products.

In addition to highlighting the importance of consumer needs in shaping a market strategy for nutraceuticals, this book also defines emerging trends and explores recent developments in the nutraceutical industry.

Containing 11 chapters, this book, explores the competitive landscape of the global and European nutraceutical market, focusing on key market drivers, consumer and product trends, and marketing and technological challenges.

Case Studies on the Business of Nutraceuticals outlines the processes that lead to the introduction of new products and the entrance of new competitors in the market and highlights how a market strategy that's focused on consumers' needs can contribute to a company's strategy.

The case studies and examples contained in this book demonstrate how companies can employ consumer science strategies to revise existing or develop new products and are sure to be a welcomed resource by new product developers, policy makers, food scientists, academicians, and students studying related fields.

Author: Cristina Santini
Publisher: Woodhead Publishing
Published: 09/21/2022
Pages: 220
Binding Type: Paperback
Weight: 0.66lbs
Size: 9.00h x 6.00w x 0.46d
ISBN: 9780128214084

About the Author
Santini, Cristina: - Cristina Santini ha conseguito un PHD in Economia e Gestione delle Imprese e dei Sistemi Locali presso l'UNiversità degli Studi di Firenze e un Master in Economia e Management del settore Vititvinicolo (Università di Firenze). è stata Visiting presso la Sonoma State University (CA, USA) dove ha collaborato alle attività di ricerca del Wine Business Program e ha svolto attività didattica (Business Strategy I & II). Ha partecipato a numerose conferenze ed ha ricevuto alcuni premi nella sezione Best Paper (AWBR international conference, 2008 e 2012). I suoi lavori sono pubblicati su numerose riviste nazionali e internazionali tra cui: Journal of Business Research; International Journal of Wine Business Research; Case Research Journal; Harvard Business School Case Study Series; International Journal of Business and Globalization; Tourism Review International; Agricultural and Food Economics; World Review of Entrepreneurship and Regional Development. Ha pubblicato inoltre saggi e collettanee con varie case editrici di rilevanza internazionale, tra cui McGrawHill e Routledge. I suoi interessi di ricerca includono: entrepreneurial behavior, sustainability, food and wine business, RBV, Action research and qualitative research methodology, strategic management and SMEs.Supino, Stefania: - Stefania Supino, PhD is Full Professor at Università Telematica San Raffaele in Rome, where she teaches Innovation, Technology and Quality management system within the graduate degree program of Nutraceuticals and Nutrition. Her research interests cover sustainability and quality process management in various sectors included food and nutraceuticals.Bailetti, Lucia Irene: - Lucia Bailetti is a food engineer. She is the director of the CIAS innovation, Italian Center for Sensory Analysis. She has authored several scientific publications in the field of sensory science and food. She teaches at University San Raffaele and holds a course at the Verona University.

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