MARKETING POSITIONING OF CULTIVATED MEAT

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F22%3A92872" target="_blank" >RIV/60460709:41110/22:92872 - isvavai.cz</a>

Výsledek na webu

<a href="https://ap.pef.czu.cz/dl/109885?lang=en" target="_blank" >https://ap.pef.czu.cz/dl/109885?lang=en</a>

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

MARKETING POSITIONING OF CULTIVATED MEAT

Popis výsledku v původním jazyce

Cultivated meat, as a product that can be characterized as a paradigm innovation, must be characterized for customers in terms of its marketing position before it can be marketed. The analysis of communication on the social network Instagram was chosen for this area in this research. Based on extracted data, which contained 2 264 messages created by 423 individual users - 97 of the posts which are published k on Instagram in connection with the hashtag cultivatedmeat to 5th March 2022. An analysis of communication on the Instagram social network in the field of cultivated meat identified five main areas that define cultivated meat: 1 sustainable meat 2 future food 3 alternative protein 4 clean meat 5 vegan food. The fifth very important area is the area of vegan food, which is an area that is widely discussed on social networks and is just raising the question for qualitative research. Is cultivated meat alternative meat for vegan?

Název v anglickém jazyce

MARKETING POSITIONING OF CULTIVATED MEAT

Popis výsledku anglicky

Cultivated meat, as a product that can be characterized as a paradigm innovation, must be characterized for customers in terms of its marketing position before it can be marketed. The analysis of communication on the social network Instagram was chosen for this area in this research. Based on extracted data, which contained 2 264 messages created by 423 individual users - 97 of the posts which are published k on Instagram in connection with the hashtag cultivatedmeat to 5th March 2022. An analysis of communication on the Instagram social network in the field of cultivated meat identified five main areas that define cultivated meat: 1 sustainable meat 2 future food 3 alternative protein 4 clean meat 5 vegan food. The fifth very important area is the area of vegan food, which is an area that is widely discussed on social networks and is just raising the question for qualitative research. Is cultivated meat alternative meat for vegan?

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

AGRARIAN PERSPECTIVES XXXI. GREEN DEAL – FUTURE PERSPECTIVES PROCEEDINGS of the 31st International Scientific Conference

ISBN

978-80-213-3211-9

ISSN

—

e-ISSN

—

Počet stran výsledku

9

Strana od-do

49-57

Název nakladatele

Czech University of Life Sciences Prague

Místo vydání

Czech University of Life Sciences Prague

Místo konání akce

Prague

Datum konání akce

14. 9. 2023

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

—