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Convergence processes are based on the activity of distinct industry sectors showing cross-industry collaborations. The aim of this paper is to analyze cross-industry collaborations between the food and pharmaceutical sectors in the convergence area of functional foods. Selected companies from food (Nestlé/Danone) and pharmaceutical (Martek/Bayer HealthCare) sectors are analyzed using the determinants of motivation and industrial scope. The analysis shows that food companies are more active in cross-industry collaborations than pharmaceutical companies. The latter are more active at the front-end of the value chain focusing on research and development, and delivering their ingredients to food companies that due to their higher expertise in consumer marketing launch the products. While the first cross-industry collaborations were based on an exploration motivation, those that follow focus on exploitation. Acquisitions and licensing agreements are dominant in inside-out and outside-in processes, whereas strategic alliances and joint ventures are based on a coupled process between the food and pharmaceutical sectors.
The aim of this paper is to advance the research on innovation at the pharma-nutrition interface by analysing the three steps of science, technology and market convergence in the area of probiotics using a life cycle perspective. Results from a bibliometric analysis drawing upon 8245 scientific publications, 2082 patents and 1357 news reports focussing on product launch announcements from 1990 up to 2009 indicate that the proposed curve shapes of the life cycles in the theory based framework can be transferred to the case of probiotics. There is a time shift considering the life cycles showing the same activities of the industrial sectors at different moments of time. The food sector dominates the field of probiotics by driving science, technology and market convergence showing earlier activities in scientific publications, patents as well as product launches, while presenting a higher clockspeed between the different life cycle phases. While the food sector dominates product launches for food products containing probiotics, the pharmaceutical sector dominates the product launches of the supplement market. In addition, a clear trend towards industry convergence can be identified by the growing number of cross-industry activities.
What determines ingredient awareness of consumers? : A study on ten functional food ingredients
(2014)
Given the importance of consumer awareness of functional food ingredients for healthy food choices, the aim of this study is to explore consumers’ ingredient awareness and the determinants which influence the awareness about functional food ingredients.
A sample of 200 German consumers was interviewed via CATI (computer aided telephone interview) during September 2011. The participants have been asked about their specific awareness regarding to ten functional food ingredients. Likewise, determinants like health status and health motivation have been assessed and their influence on the construct “consumers’ ingredient awareness” has been tested by employing structural equation modeling.
The study shows that consumers’ ingredient awareness varies throughout the sample. Overall it can be stated, that 19% of consumer awareness about functional food ingredients is explained through the described model based on the following predictors: age, educational level, health status, health motivation and information strategies. Among these factors, consumers’ health motivation seems to have the highest relevance to explain consumer awareness. But also the determinants information strategies as well as the education show a significant influence on consumers’ ingredient awareness. As health motivation shows the highest impact on consumers’ ingredient awareness this study underlines the importance of prevention propensity for healthy food choices.
Studenten sowie Praktiker erhalten eine praxisorientierte Einführung in die zentralen Grundlagen des Marketing. Ausgangspunkt jedes Kapitels ist eine Fallstudie, die eine konkrete praktische Rahmenbedingung eines Unternehmens vorstellt. Diese Situation wird in den Ausführungen dann mit den theoretischen und methodischen Ansätzen verknüpft. Dadurch wird die Transferleistung von Theorie zur Praxis und vice versa für den Leser erleichtert. Der Leser lernt auf diese Weise die Aufgaben des Marketing im Unternehmen zu verstehen und einzuschätzen. Neben der Unternehmensperspektive wird ferner ein Verständnis über die Markt- und Konsumentenperspektive erarbeitet. Darüber hinaus werden die klassischen Instrumente des Marketing-Mix nicht nur singulär dargestellt, sondern mit Bezügen zu den originären Wachstum- oder Kostenzielen von Unternehmen. Zusätzliche Übungen helfen Studierenden, sich frühzeitig auf Klausuren vorzubereiten.