The purpose of this article is to present the link among resource based theory, marketing strategy, and firms’ performance in order to propose integrative framework showing how the three constructs are linked. It is organized based on a review of academic literature on resource based theory and marketing strategy chronicled in major marketing journals up to December 2015. Besides, the paper ref...

Increasing fruit and vegetable consumption reduces risk factors for cancer, cardiovascular disease and a number of other diet-related chronic diseases. These foodstuffs contain relatively high levels of beneficial phytochemicals (plant-derived, biologically active compounds) among which the preventative activity of antioxidants are most well-known and well-documented. Since small fruit typicall...

Amid rigid competition in marketing to accomplish customers' needs, the cost of disappointment is too high. In an effort to escape market disappointment, one of the options to be considered is probing for customer satisfaction through sensory evaluation. This study aims to rank the six selected milk-barberry drink formulae out of 24 (code numbers S3, S4, S15, S16, S17 and S18) each having diffe...

Meat consumption is increasingly being seen as unsustainable. However, plant-based meat alternatives (PBMA) are not widely accepted yet. PBMA aim to imitate the experience of eating by mimicking animal in its sensory characteristics such taste, texture, or aesthetic appearance. This narrative review explores motivational barriers adopting while focusing on food neophobia, social norms and ritua...

The article deals with neuromarketing research which is a new methodological area in the system of contemporary approaches sphere marketing information collection and analysis. author considers parameters that must be studied when conducting research, are used by specialists to determine emotional reactions target audience stimuli. main types biometry measure biological activity respondents as ...

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