Towards the Co-evolution of Food Experience Search Spaces Based on the Design Weltanschauung Model in Food Marketing

Qeis Kamran, Saskia Topp and Jörg Henseler

Cogent Business & Management, 2021, vol. 8, issue 1, 1901643

Abstract: Contemporary socio-technological shifts within global societies indicate that the preferences and values of a converging, well-informed and digitally connected society have shifted towards a movement based on sustainability and healthy and environmentally friendly common values. The effect of artificial intelligence has changed the nature of marketing and communication between firms and markets. Food marketers need to adjust to this new situation and integrate proven interdisciplinary theoretical frameworks, as these approaches can be aligned to address this situation. Due to the limitations of traditional-marketing-theory, the field has not captured this gap by addressing emerging trends effectively. We address these new developments by introducing the design of the Weltanschauung model, which is based on marketing within the dimensions of designing a firm-consumer-relationship based on cocreation and coevolution in the design and meaning search spaces. We apply a model-based-management methodology by aligning the nature of rigorous theory building and relevant practice via the design science research.

Date: 2021
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DOI: 10.1080/23311975.2021.1901643

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