title: Healthy food for snack lovers: The way to success in the market of healthy food products
metadata.name: dc.contributor.author
metadata.value: Senturk, H. A.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Cakir, M.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2024-03-01T15:46:44Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2024-03-01T15:46:44Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2023-09
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Senturk H. A., Cakir M. 2023. Healthy food for snack lovers: The way to success in the market of healthy food products. Russian Management Journal 21 (3): 398–418. https://doi.org/10.21638/spbu18.2023.305
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu18.2023.305
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/45001
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: Goal: healthy snacks have received increased attention in the food science and technology
  literature. Nevertheless, studies exploring how factors in the micro and macro market
  environment can create opportunities and threats for companies in the healthy snacks market
  are still lacking. The goal of this research is to provide a road map to help companies’ strategic
  directions by examining the micro and macro market environment variables of the healthy
  snack market. Methodology: we conducted interviews with stakeholders of the healthy snack
  sector who are knowledgeable and skilled in monitoring and assessing both micro and macro
  environmental factors. The managers of the firms that are the suppliers, producers, sellers,
  and distributors of the industry, as well as customers who are aware of healthy food
  consumption, were interviewed in-depth and semi-structured interviews. Then, content analysis
  was employed, which uses a set of procedures to make valid inferences from the text.
  Findings: a correct and accurate strategic orientation starts with a successful analysis process.
  In this context, the main problems/developments are identified through sectoral structure
  and sectoral trend analyses, and the opportunities and threats that these will present to
  companies are revealed. Finally, marketing actions have been proposed to seize these
  opportunities and overcome the threats. At this point, three important strategic marketing
  objectives that will guide the strategic orientation of the companies stand out. Originality
  and contribution of the authors: the paper is the first jointly to examine two sides of the
  healthy snack market (firm and customer perspective). The study’s findings, which were
  based on in-depth interviews with managers of healthy snacks companies and customers
  who have high health awareness, provide a road map for firms engaged in strategic marketing.
metadata.lang: en_GB
metadata.name: dc.description.sponsorship
metadata.value: This work was supported by The Scientific and Technological Research Council of Turkey (TUBITAK).
  Project Number: 1139B412100532.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Russian Management Journal;Volume 21; Issue 3
metadata.lang: -
metadata.name: dc.subject
metadata.value: healthy snacks
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: market environment
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: sectoral structure
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: sectoral trends
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: content analysis
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: consumer expectations
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Healthy food for snack lovers: The way to success in the market of healthy food products
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 05.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/45001/1/05.pdf
resources.format: Adobe PDF
resources.size: 1,24 MB