Call for Chapters Consumer Science and Strategic Marketing Series, Case Studies on the Business of Nutraceuticals

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This is a call for chapter for the book Consumer Science and Strategic Marketing Series, Case Studies on the Business of Nutraceuticals
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  Call for Chapters Consumer Science and Strategic Marketing Series, Case Studies on the Business of NutraceuticalsEditors Stefania Supino, PhD stefania.supino@uniroma5.it Università Telematica San Raffaele, Roma Cristina Santini, PhD *  cristina.santini@uniroma5.it Università Telematica San Raffaele, Roma Lucia Bailetti, Ing lbailetti@analisisensoriale.it CIAS Innovation *  contact editor    Introduction A volume in the Consumer Science and Strategic Marketing Series, Case Studies on the Business of Nutraceuticals considers nutraceuticals from a strategic marketing perspective, exploring consumer needs and trends as a pathway to defining novel opportunities in developing and marketing these products. In addition to highlighting the importance of consumer needs in shaping a market strategy for nutraceuticals, this book also defines emerging trends and explores recent developments in the nutraceutical industry.   Containing 11 chapters, this book, explores the competitive landscape of the global and European nutraceutical market, focusing on key market drivers, consumer and product trends, and marketing and technological challenges.Case Studies on the Business of Nutraceuticals outlines the processes that lead to the introduction of new products and the entrance of new competitors in the market and highlights how a market strategy that’s focused on consumers’ needs can contribute to a company’s strategy.The case studies and examples contained in this book demonstrate how companies can employ consumer science strategies to revise existing or develop new products and are sure to be a welcomed resource by new product developers, policy makers, food scientists, academicians, and students studying related fields.    This book:   • Explores the importance of understanding consumers when defining a market strategy   • Highlights the importance of adopting a sustainable orientation in the nutraceutical industry   • Addresses the competitive dynamics that are currently affecting the nutraceutical industry   New product developers, policy makers, food scientists, academicians, and students studying related fields require a book that addresses all aspects of marketing nutraceutical foods, including coverage of the importance of the consumers’ insight, how to obtain said insight, and how to incorporate this insight into the planning, design, and production of a new nutraceutical product.   Case Studies on the Business of Nutraceuticals illustrates how to turn consumers’ insights into strategy by adopting, among the others, a consumer science approach according to emerging trends and competitive scenarios Table of Contest The book will be organized as follows: SECTION 1 – The scenario:   1.   Nutraceuticals, a focus on products. 2.   Nutrition and humans 3.   Consumers & Nutraceuticals 4.   Market and trends   SECTION TWO - Strategy   5.   Niches   6.   Mature products rejuvenation   7.   Ethical issues and sustainability    8.   The importance of packaging, labelling (and communication)   We plan to include 11 chapters organized in 8 macro-issues. Information about the submission We invite scholars who are interested in joining the project to submit a short chapter proposal to contacting editor at the following email: cristina.santini@uniroma5.it The chapter proposal should include: A.A possible title for the chapter; the title will be included as part of the chapter title/subtitle B.A list of authors C.A brief description of the chapter that outlines: • The research questions outlined in the chapter; • A short overview of the theoretical background employed; • A brief description of the case that is presented; D.An overview of the main problems that this case study presents and more specifically it should clearly emerge: • Which insights emerge for professionals and scholars? • What critical issues this chapter proposes? • What suggestions emerges from professionals? Some technical tips should be included (Number of tables that can be included in the chapter; Number of figures). The length of the chapter proposal should be comprised between the 500 and 1000 words. Important Deadlines Proposal should be sent by the 30 th  November 2019. A first draft of the book is expected to be delivered to the publisher by July 2020. Chapter proposals will be evaluated through a peer review process. Authors will be notified about the acceptance by the 15 th  of December 2019. Additional information For further information you can contact Prof. Cristina Santini (cristina.santini@uniroma5.it) We also remind perspective authors that this
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