Innovation in Marketing and Gastronomy
Chapter from the book:
Fettahlıoğlu,
H.
S.
&
Bilginer Ozsaatcı,
F.
G.
(eds.)
2023.
Featured Topics in Digital Marketing and Applied Studies.
Synopsis
The increasing prevalence of eating out, changes in people's lifestyles, the increase in the number of businesses and the globalization in the sector after the industrial revolution have created a critical competitive environment among food and beverage businesses. It is now vital for businesses to produce innovative ideas and put these ideas into practice. The food industry, as a course of its nature, is a broad sector that allows innovative activities in many areas. Operating businesses must manage the innovation process correctly and struggle with the difficulties encountered to meet consumer expectations most accurately and expand their market shares. In this sense, new practices and methods implemented mean significiant developments in gastronomy. In this chapter, the concept of innovation will be discussed in detail and the relationship between gastronomy and innovation will be explained with various examples.