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Food Promotion Strategies: Drivers of Global Business Expansion

Source: www.ifama.org
Topic: Promotion

Sort Desciption: Food Promotion Strategies: Drivers of Global Business Expansion. Abstract: People identify themselves with the language they speak the region they belong ...

Content Inside: Food Promotion Strategies: Drivers of Global Business Expansion Sushil Kumar 1 and Nimish Jain 2 1 Associate Professor Agribsuiness Management Indian Institute of Management Lucknow-226013 (India). #91-522-2746987. Email: sushil@iiml.ac.in 2 First Year Student Postgraduate Program in Agribusiness Management Indian Institute of Management Lucknow-226013 (India). Email: abm03017@iiml.ac.in Food Promotion Strategies: Drivers of Global Business Expansion Abstract: People identify themselves with the language they speak the region they belong to the place they are born in the types of clothes they wear and most significantly the kind food they eat. Food habits are some things which we learn very early in life. Over the years individuals develop likings for particular kind of foods and they start identifying themselves with the food they eat. Food habits vary from one country to another and even within a country or a state. Building on the argument that food habits are great bonding media among human beings the paper suggests that nation states in order to promote their businesses in different countries should proactively their food in those countries as a first strategy. Keywords: Food habits; Globalization; Food Culture 1 1. Introduction In the past one decade or so globalization has become the most popular agenda in the economic political and social lives of individuals firms and nations. The globalization process has altered the international competitive dynamics. Businesses all over the world are striving to integrate into global business networks (Tozanli 2005). To compete in such a dynamic competitive global markets requires a fundamentally different vision of strategic thinking inside the firm as well as the nation states. Individual businesses have been making concerted efforts to develop global mindset among their managers. They are inventing and harvesting new technologies along global value chains and harnessing competencies for rapid and ...

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