nach oben

Erschienen in:

2021 | OriginalPaper | Buchkapitel

Re-thinking Street Food Marketing in COVID-19 Pandemic Period. “Pescaria” as Pilot Case Study

verfasst von : Marcello Risitano, Giuseppe La Ragione

Erschienen in: Advances in National Brand and Private Label Marketing

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

The paper examines the role of “marketing agility approach” for managing street food marketing in the COVID-19 pandemic period, adopting offline and online practices to sustain competitive advantage in a turbulent scenario. In particular, the work analyses the marketing strategies related to the point of sales and social media marketing practices to create customer engagement and to co-design a new hybrid customer experience. To validate these research statements, we identify a pilot case study in Italian context: the case of Pescaria. This is a valuable company in the street food industry to provide take-away food fisher products related to Apulia fishing cultural values. The main findings of the explorative study put in evidence that the competitive advantage is based on agile marketing capabilities for supporting point of sales management using social media practices to encourage hybrid customers engaged in Pescaria’s world.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel I Am Free to Be in a Grocery Store: Profiling Consumers’ Spending During Covid-19 Pandemic via Big Data Market Basket Analysis

Nächstes Kapitel The Vegetarian and Vegan Communities Supporting Sustainability Through Responsible Consumption

Aaker, J., Fournier, S., Brasel, S.A.: When good brands do bad. J. Consum. Res. 31(1), 1–16 (2004)CrossRef

Aggarwal, P., Iacobucci, D.: The effects of brand relationship norms on consumer attitudes and behavior. J. Consum. Res. 31(1), 87–101 (2004)CrossRef

Alfiero, S., Lo Giudice, A., Bonadonna, A.: Street food and innovation: the food truck phenomenon. Br. Food J. 119(11), 2462–2476 (2017)CrossRef

AMA: Definitions of Marketing, American Marketing Association – Panel 2017. Illinois-USA, Chicago (2017)

Berg, O., Linde-Laursen, A., Löfgren, O.: Invoking a transnational metropolis. The making of the Øresund Region. Sweden: Studentlitteratur Lund 55–94 (2000)

Berg, P., Sevón, G.: Food-branding places-a sensory perspective. Place Brand. Public Diplomacy 10, 289–304 (2014)CrossRef

Bernardes, E.S., Hanna, M.D.: A theoretical review of flexibility, agility and responsiveness in the operations management literature: toward a conceptual definition of customer responsiveness. Int. J. Operat. Prod. Manage. 9(1), 30–53 (2009)CrossRef

Braunscheidel, M.J., Suresh, N.C.: The organizational antecedents of a firm’s supply chain agility for risk mitigation and response. J. Operat. Manage. 27(2), 119–140 (2009)CrossRef

Cantallops, A.S., Salvi, F.: New consumer behavior: a review of research on eWOM and hotels. Int. J. Hospital. Manage. 36, 41–51 (2014)CrossRef

Chen, W.H., Chiang, A.H.: Network agility as a trigger for enhancing firm performance: a case study of a high-tech firm implementing the mixed channel strategy. Ind. Market. Manage. 40(4), 643–651 (2011)CrossRef

Christopher, M., Towill, D.: An integrated model for the design of agile supply chains. Int. J. Phys. Distrib. Logist. Manage. 31(4), 235–246 (2001)CrossRef

Cirelli, C., Mercatanti, L., Nicosia, E.D., Porto, C.M.: Il gusto del territorio fra tradizione e globalizzazione: il glocal food a Catania. In: Palagiano, C., De Santis, G. (eds.) “Geografia dell’alimentazione.” Atti VIII Seminario internazionale di Geografia Medica. Perugia, Edizion (2005)

Coary, S.P.: The effect of consumer food creation on the food consumption experience. J. Food Prod. Market. 24(7) (2018)

Dawson, R.J., Canet, C.: International activities in street foods. Food Control 2(3), 135–139 (1991)CrossRef

Desmet, P.M.A., Schifferstein, H.N.J.: Sources of positive and negative emotions in food experience. Appetite 50, 290–301 (2008)CrossRef

Eisenhardt, K.M.: Building theories from case study research. Acad. Manage. Rev. 14(4), 532–50 (1989)CrossRef

FAO: Selling Street and Snack Foods. Rural Infrastructure and Agro-Industries Division Food and Agriculture Organization of the United Nations. Rome (2011)

Flavián, C., Ibáñez-Sánchez, S., Orús, C.: The impact of virtual, augmented and mixed reality technologies on the customer experience. J. Bus. Res. 100, 547–560 (2019)CrossRef

Fournier, S.: Consumers and their brands: developing relationship theory in consumer research. J. Consum. Res. 24(4), 343–373 (1998)CrossRef

Gligor, D.M., Esmark, C.L., Holcomb, M.C.: Performance outcomes of supply chain agility: when should you be agile? J. Operat. Manage. 33, 71–82 (2015)CrossRef

Goddard, E.: The impact of COVID-19 on food retail and food service in Canada: preliminary assessment. Can. J. Agric. Econ. 68, 157–161 (2020)CrossRef

Gupta, V., Khanna, K., Gupta, R.K.: A study on the street food dimensions and its effects on consumer attitude and behavioural intentions. Tourism Rev. 73(3), 374–388 (2018)CrossRef

Habes, M., Alghizzawi, M., Ali, S., Salih Alnaser, A., Salloum, S.A.: The relation among marketing ads, via digital media and mitigate (COVID-19) pandemic in Jordan. Int. J. Adv. Sci. 29(7), 12326–12348 (2020)

Henderson, J.: Food hawkers and tourism in Singapore. Hospital. Manage. 19(2), 109–117 (2000)

Hollebeek, L.D., Glynn, M.S., Brodie, R.J.: Consumer brand engagement in social media: conceptualization, scale development and validation. J. Interact. Market. 28(2), 149–165 (2014)CrossRef

Jeonga, E., Jang, S.: Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. Int. J. Hospital. Manage. 30, 356–366 (2011)CrossRef

Kalaignanam, K., Tuli, K.R., Kushwaha, T., Lee, L., Gal, D.: Marketing agility: the concept, antecedents, and a research agenda. J. Market. 85(1), 35–58 (2021)CrossRef

Kavaratzis, M.: From city marketing to city branding: towards a theoretical framework for developing city brands. Place Brand. 1(1), 58–73 (2004)CrossRef

Keller, K.L.: Conceptualizing, measuring, and managing customer-based brand equity. J. Market. 57(1), 1–22 (1993)CrossRef

Keller, K.L.: Strategic Brand Mnagement: Building, Measuring, and Managing Brand Equity, 4th edn., Pearson, Boston (2013)

Kim, J.Y.: Port user typology and representations of port choice behavior: a Q-methodological study. Marit. Econ. Logist. 16(2), 165–187 (2014)CrossRef

Kotler, P., Keller, K.L., Ancarani, F., Costabile, M.: Marketing Management, pp. 1–1031. Pearson, Boston (2017)

Kyläheiko, K., Jantunen, A., Puumalainen, K., Saarenketo, S., Tuppura, A.: Innovation and internationalization as growth strategies: the role of technological capabilities and appropriability. Int. Bus. Rev. 20, 508–520 (2010)CrossRef

Lagast, S., Gellynck, X., Schouteten, J.J., De Herdt, V., De Steur, H.: Consumers’ emotions elicited by food: a systematic review of explicit and implicit methods. Trends Food Sci. Technol. 69, 172–189 (2017)CrossRef

Lee, N., Broderick, A.J.: The past, present and future of observational research in marketing. Qual. Market Res. 10(2), 121–129 (2007)CrossRef

Litvin, S.W., Goldsmith, R.E., Pan, B.: Electronic word-of-mouth in hospitality and tourism management. Tourism Manage. 29, 458–468 (2008)CrossRef

Lo Monaco, G., Bonetto, E.: Social representations and culture in food studies. Food Res. Int. 115, 474–479 (2018)CrossRef

Mason, A.N., Narcum, J., Mason, K., Awan, M.: Social media marketing gains importance after Covid-19. Cogent Bus. Manage. 8(1) (2021)

Manguiat, L.S., Fang, T.J.: Microbiological quality of chicken- and pork-based street-vended foods from Taichung, Taiwan, and Laguna, Philippines. Food Microbiol. 36(1), 57–62 (2013)CrossRef

Njaya, T.: Nature, operations and socio-economic features of street food entrepreneurs of Harare, Zimbabwe. J. Humanit. Soc. Sci. 19(4), 49–58 (2014)

Obilo, O.O., Chefor, E., Saleh, A.: Revisiting the consumer brand engagement concept. J. Bus. Res. (in Press)

Osei, C., Amankwah-Amoah, J., Khan, Z., Omar, M., Gutu, M.: Developing and deploying marketing agility in an emerging economy: the case of Blue Skies. Int. Market. Rev. 36(2), 190–212 (2019)CrossRef

Otoo, M., Fulton, J., Ibroo, G., Lowenberg-Deboer, J.: Micro-entrepreneurship in Niger: factors affecting the success of women street food vendors. J. Afr. Bus. 13(1), 16–28 (2012)CrossRef

Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B., Iacobucci, D.: Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers. J. Market. 74(6), 1–17 (2010)CrossRef

Park, H., Kim, Y.-K.: The role of social network websites in the consumer- brand relationship. J. Retail. Consum. Serv. 21(4), 460–467 (2014)CrossRef

Poolton, J., Ismail, H.S., Reid, I.R., Arokiam, I.C.: Agile marketing for the manufacturing based SME. Market. Intell. Plan. 24(7), 681–693 (2006)CrossRef

Privitera, D., Nesci, F.S.: Globalization vs. local. The role of street food in the urban food system. Proc. Econ. Finan. 22, 716–722, RUX, 461–474 (2015)

Risitano, M., Romano, R., Sorrentino, A., Quintano, M.: The impact of consumer-brand engagement on brand experience and behavioural intentions: an Italian empirical study. Br. Food J. 119(8), 1884–1896 (2017)CrossRef

Ryan, J., Casidy, R.: The role of brand reputation in organic food consumption: a behavioral reasoning perspective. J. Retail. Consum. Serv. 41, 239–247 (2018)CrossRef

Sambamurthy, V., Bharadwaj, A., Grover, V.: Shaping agility through digital options: reconceptualizing the role of information technology in contemporary firms. MIS Q. 27(2), 237–263 (2003)CrossRef

Shenkar, O.: Copycats: How Smart Companies Use Imitation to Gain a Strategic Edge. Harvard Business School Press, Boston (2010)

Souza-Monteiro, D., Hooker, N.: Comparing UK food retailers corporate social responsibility strategies. Br. Food J. 119(3), 658–675 (2017)CrossRef

Sprott, D., Czellar, S., Spangenberg, E.: The importance of a general measure of brand engagement on market behavior: development and validation of a scale. J. Market. Res. 46(1), 92–104 (2009)CrossRef

Streetfood.org.: Street Food Life: Countries. Report (2012). https://streetfood.org

Timothy, D.J., Wall, G.: Selling to tourists: Indonesian street vendors. Ann. Tourism Res. 24(2), 322–340 (1997)CrossRef

Tinker, I.: Street Foods: Urban Food and Employment in Developing Countries. Oxford University Press, Oxford (1997)

Ukenna, S., Ayodele, A.: Applying the extended theory of planned behavior to predict sustainable street food patronage in a developing economy. J. Food Prod. Market. 25, 1–31 (2019)CrossRef

Yin, R.K.: Case Study Research: Design and Methods, 2nd edn. Sage, Thousand Oaks (1994)

Zhou, J., Mavondo, F.T., Saunders, S.G.: The relationship between marketing agility and financial performance under different levels of market turbulence. Ind. Market. Manage. 83, 31–41 (2019)CrossRef

Zhu, J., Jiang, L., Dou, W., Liang, L.: Post, eat, change: the effects of posting food photos on consumers’ dining experiences and brand evaluation. J. Interact. Market. 46, 101–112 (2019)CrossRef

Titel: Re-thinking Street Food Marketing in COVID-19 Pandemic Period. “Pescaria” as Pilot Case Study
verfasst von: Marcello Risitano
Giuseppe La Ragione
Verlag: Springer International Publishing
Buch: Advances in National Brand and Private Label Marketing
Print ISBN: 978-3-030-76934-5

Electronic ISBN: 978-3-030-76935-2

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-76935-2_8