Stephendann.com

I have two chapters in the recently released  The New Cultures of Food: Marketing Opportunities from Ethnic, Religious and Cultural Diversity

The New Cultures of Food: Marketing Opportunities from Ethnic, Religious and Cultural Diversity

• Market opportunities from cultural value convergence and functional food: the experiences of the Malaysian marketplace, Siti Hasnah Hassan, Stephen Dann, Kharil Annuar Mohd Kamal and Des Nicholls;

This chapter is an examination of the role of culture and value systems in influencing functional food consumption is little understood in developing countries. Functional food is a rapidly expanding marketplace where food products are promoted on perceived health benefits to specific consumers groups. The chapter covers the role of ethnicity and the dynamics of cultural and value changes in traditional and emerging economies; the influences on functional food consumption in multicultural society and outline the lessons for business when competing in traditional functional food markets

• Influence of the halal certification mark in food product advertisements in Malaysia, Siti Hasnah Hassan, Stephen Dann, Kharil Annuar Mohd Kamal and Ernest Cyril De Run;

This chapter examines the role of culture and value systems in influencing functional food consumption, which remains poorly understood in developing countries. In the rapidly expanding functional food marketplace, promotions of food products focus on perceived health benefits for specific consumer groups. The chapter covers the role of ethnicity and the dynamics of cultural and value changes in traditional and emerging economies; explores the various influences on functional food consumption in multicultural societies and outlines lessons for businesses that compete in traditional functional food markets.