An interdisciplinary marketing call into food design thinking to create innovative, healthy, and pleasurable food experiences

Monica Mendini (), Paula C. Peter (), Leandro Bitetti () and Iana A. Castro ()
Additional contact information
Monica Mendini: University of Applied Sciences and Arts of Southern Switzerland
Paula C. Peter: Fowler College of Business Administration, San Diego State University
Leandro Bitetti: University of Applied Sciences and Arts of Southern Switzerland
Iana A. Castro: Fowler College of Business Administration, San Diego State University

Italian Journal of Marketing, 2024, vol. 2024, issue 4, No 4, 395-417

Abstract: Abstract The evolving landscape of food innovation demands that food manufacturers and stakeholders develop solutions that are novel, health-conscious, enjoyable, and sustainable, thereby enhancing food well-being (Block et al., 2011). This research proposes an interdisciplinary framework within the Food Design Thinking (FDT) process that integrates insights, methodologies, and perspectives from marketing and related business disciplines. It merges concepts from various business fields through a marketing and Food Well-Being (FWB) lens to expand the FDT framework and provide food manufacturers and stakeholders with tools and techniques to drive food innovations. The proposed conceptual framework contributes to the existing stages of FDT by emphasizing empathic emotions, emotional intelligence, and customer centricity in the Empathy stage; applying thematic thinking, experiential marketing, and experiential learning in the Visualization and Prototyping stage; and nurturing value co-creation, sharing, and open innovation in the Collaboration stage. Food manufacturers and stakeholders can leverage on these elements when developing, innovating, and creating new foods and food experiences that are meant to be healthy, pleasurable, and sustainable.

Keywords: Food design thinking; Marketing; Food well-being; Food innovation; Healthy and pleasurable food experiences (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s43039-024-00104-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:ijmark:v:2024:y:2024:i:4:d:10.1007_s43039-024-00104-8

Ordering information: This journal article can be ordered from
https://www.springer.com/journal/43039

DOI: 10.1007/s43039-024-00104-8

Access Statistics for this article

Italian Journal of Marketing is currently edited by Daniele Dalli

More articles in Italian Journal of Marketing from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().