From Local Markets to Global Success: A Case Study on Scaling and Innovating in the Food Manufacturing Company
Abstract
This paper aims to analyze the development process of a famous food manufacturing company that started only in local farmer markets aiming at snacks and agricultural products. Looking back at the different fiscal years, the company has acquired numerous accomplishments, hence attributing it to a strong focus on quality and innovation. There are several serious issues that a company faces while the strategies revealed above are to establish and consolidate a position in the rapidly growing food manufacturing industry. Some of these are the challenges of globalization, diversification of product portfolio, sustaining innovation, and building a strong and easily identifiable brand. In this paper analyzing the specifics of the company’s development, its strategic directions, and defining the major issues and problem-solving approaches in responding to these complex challenges a certain group of questions will be highlighted. The paper discusses the factors that have facilitated the effectiveness of its strategic management concerning the achievement of the firm’s goals and sustained growth amidst challenges. From the examination of the company’s strategic choices, operating changes, and patterns of analyzing the market environment, this study has gone a long way in establishing the key dynamics underlying operation scaling within the food manufacturing industry. The lessons from this case suggest that to sustain a commitment and build a highly competitive mass-market business over time there is a need for flexibility, creativity, and vision.
Downloads
References
Anand, J., McDermott, G.,Mudambi, R., & Narula, R. (2021). Innovation in and from emerging economies: New insights and lessons for international business research. Journal of International Business Studies, 52(1), 545-559. DOI: https://doi.org/10.1057/s41267-021-00426-1
Buckley P.J. (2020). The theory and empirics of the structural reshaping of globalization. Journal International Business Studies, 51(9), 1580-1592. DOI: https://doi.org/10.1057/s41267-020-00355-5
Cano, J. A., Londoño-Pineda, A. A., Campo, E. A., & Fernández, S. A. (2023b). Sustainable business models of e-marketplaces: An analysis from the consumer perspective. Journal of Open Innovation Technology Market and Complexity, 9(3), 100121. DOI: https://doi.org/10.1016/j.joitmc.2023.100121
Eisenhardt, K.M. (1989), Building theory from case study research, Academy of Management Review, Vol. 14 No. 4, pp. 532?50. DOI: https://doi.org/10.2307/258557
Felzensztein, C., Deans, K. R., & Dana, L. (2019). Small Firms in Regional Clusters: Local Networks and Internationalization in the Southern Hemisphere. Journal of Small Business Management, 57(2), 496–516. DOI: https://doi.org/10.1111/jsbm.12388
Geiger, S, Kjellberg, H. (2021). Market mash-ups: The process of combinatorial market innovation, Journal of Business Research, 124(1), 445-457, DOI: https://doi.org/10.1016/j.jbusres.2020.11.010
Getz, D., & Carlsen, J. (2000) Characteristics and goals of family and owner-operated businesses in the rural tourism and hospitality sectors, Tourism Management. 21(6), 2000, 547-560. DOI: https://doi.org/10.1016/S0261-5177(00)00004-2
Ghahtarani, A., Sheikhmohammady, M., & Rostami, M. (2019). The impact of social capital and social interaction on customers’ purchase intention, considering knowledge sharing in a social commerce context. Journal of Innovation & Knowledge. 5(3), 114-123. DOI: https://doi.org/10.1016/j.jik.2019.08.004
Hinrichs, C. C. (2003). The practice and politics of food system localization. Journal of Rural Studies, 19(1), 33–45. DOI: https://doi.org/10.1016/S0743-0167(02)00040-2
Ji, S., Li, Q., Cao, W., Zhang, P., & Muccini, H. (2020). Quality assurance technologies of big data applications: A systematic literature review. Appl. Sci., 10(1), 8052. DOI: https://doi.org/10.3390/app10228052
Kostelijk, E., & Alsem, K.J. (2020). Brand Positioning: Connecting Marketing Strategy and Communications (1st ed.). Routledge. DOI: https://doi.org/10.4324/9780429285820
Kusumawardhany, H., Lukito, S. A. W., (2024). Proposed Marketing Strategy to Increase Revenue through Product Differentiation (Case Study at Cement Inc.). International Journal of Current Science Research and Review, 7(7), 5851-5858
Low, S. A. and Vogel, S. J. (2011). Direct and Intermediated Marketing of Local Foods in the United States (November 1, 2011). USDA-ERS Economic Research Report No. 128, Available at SSRN: https://ssrn.com/abstract=2114361 or http://dx.doi.org/10.2139/ssrn.2114361 DOI: https://doi.org/10.2139/ssrn.2114361
Mariani, M.M., Di Fekice, M., & Mura, M. (2016). Facebook as a destination marketing tool: Evidence from Italian regional Management Organization. Tourism Management, 54, 321-343. DOI: https://doi.org/10.1016/j.tourman.2015.12.008
Ng, S.-P., & Ahmed, P. K. (2024). Different types of innovations and dynamic capabilities in achieving timely responsiveness: Some implications for supply chain management. Journal of General Management, 49(4), 247-262. DOI: https://doi.org/10.1177/03063070221123056
Patel, K. R. (2023). Harmonizing Sustainability, Functionality, and Cost: Navigating Responsible Packaging Innovations in Modern Supply Chains. American Journal of Economic and Management Business (AJEMB), 2(8), 287–300. DOI: https://doi.org/10.58631/ajemb.v2i8.51
Rodrigues, J. M., Montanari, M. G., & Azzari, V. (2023). Global and Local Brands in Developed and Developing Markets: A Systematic Literature Review and New Directions. Brazilian Business Review. DOI: https://doi.org/10.15728/bbr.2022.1343.en
Sohl, T., Vroom, G. & McCann, B. T. (2020). Business model diversification and firm performance: A demand-side perspective. Strategic Entrepreneurship Journal. 14(1), 198–223. DOI: https://doi.org/10.1002/sej.1342
Steenkamp, J.-B. E. M. (2020). Global Brand Building and Management in the Digital Age. Journal of International Marketing, 28(1), 13-27. DOI: https://doi.org/10.1177/1069031X19894946
Surya, B., Menne, F., Sabhan, H., Suriani, S., Abubakar, H., & Idris, M. (2021). Economic Growth, Increasing Productivity of SMEs, and Open Innovation. Journal Open Innovation: Technology. Market and Complexity. 7(20), 1-37. DOI: https://doi.org/10.3390/joitmc7010020
Throsby, D. (2001). Economics and Culture. International Journal of Cultural Policy. 17(5), 645-64747.
Waris, A., & Arun, S.K. (2022). Local Food Systems and Farmers’ Markets Exploratory Study. Asian Journal of Agricultural Extension, Economics & Sociology 40 (12):60-67. DOI: https://doi.org/10.9734/ajaees/2022/v40i121765
Yin, R. (1994), Case Study Research – Design and Methods, 2nd ed., Sage Publications, Thousand Oaks, CA.
Copyright (c) 2024 Nor Harlina Abd Hamid, Rafiatul Adlin Hj Ruslan, Muhammad Azman Ibrahim, Mohamad Bazli Abdullah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of revised paper in the light of suggestions of the reviewers, the editorial team edits and formats manuscripts to bring uniformity and standardization in published material.
This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.
