scholarly journals Advertising Restrictions and Competition in the Children’s Breakfast Cereal Industry

2007 ◽  
Vol 50 (4) ◽  
pp. 757-780 ◽  
Author(s):  
C. Robert Clark
Keyword(s):  
Breakfast Cereal ◽  
Advertising Restrictions ◽  
Cereal Industry

scholarly journals TARGETED ADVERTISING IN THE BREAKFAST CEREAL INDUSTRY

2017 ◽  
Vol 49 (3) ◽  
pp. 382-399 ◽  
Author(s):  
JOSHUA BERNING ◽  
ADAM N. RABINOWITZ
Keyword(s):  
Product Differentiation ◽  
Food Product ◽  
Television Advertising ◽  
Breakfast Cereal ◽  
Data Set ◽  
Policy Makers ◽  
Relationship Of ◽  
Cereal Industry ◽  
The Relationship ◽  
Insight Into

AbstractWe examine the relationship of product characteristics of ready-to-eat breakfast cereal and targeted television advertising to specific consumer segments. We compile a unique data set that includes brand-packaging characteristics, including on-box games, nutrition information, and cobranding. We find that the relationship of television advertising and a cereal's brand-packaging characteristics varies by target audience. Our results provide insight into understanding how manufacturers strategically utilize branding, packaging, and television advertising. This can help industry and policy makers develop food product advertising policy. This analysis extends to other product markets where extensive product differentiation and promotion are present as well.

Breakfast cereal industry pledges to self-regulate advertising to youth: Will they improve the marketing landscape?

2010 ◽  
Vol 31 (1) ◽  
pp. 59-73 ◽  
Author(s):  
Marlene B Schwartz ◽  
Craig Ross ◽  
Jennifer L Harris ◽  
David H Jernigan ◽  
Michael Siegel ◽  
...  
Keyword(s):  
Breakfast Cereal ◽  
Cereal Industry

The Moral Commodity: Production, Consumption, and Governance in the Australasian Breakfast Cereal Industry

2002 ◽  
Vol 34 (12) ◽  
pp. 2231-2251 ◽  
Author(s):  
Kiri Le Heron ◽  
David Hayward
Keyword(s):  
Value Creation ◽  
Commodity Chain ◽  
Breakfast Cereal ◽  
Analytical Strategy ◽  
Commodity Production ◽  
Production And Consumption ◽  
Symbolic Value ◽  
Cereal Industry ◽  
Food Value

This paper examines the Australasian breakfast cereal commodity chain and the processes of value creation in the industry. The paper has two points of entry to the commodity chain; first, a productionist perspective aimed at revealing how the material commodity is constituted, and, second, a consumptionist viewpoint, intended to show the construction of symbolic elements of the commodity. The value of the breakfast cereal commodity includes both its utility (food) value, and the semiotic and moral narratives associated with it—its symbolic value. To maintain these value dimensions the breakfast cereal companies have fashioned relationships with other organisations to legitimise prod-ucts in the eyes of the consumers. Both governmental and nongovernmental organisations are drawn into the commodity chain, and along with consumers, they actively participate in the recreation and redescription of the commodity's value. Through adhering to the analytical strategy of delineating both production and consumption dimensions the case study was able to establish the multiple layering of meanings that are associated with breakfast cereals—meanings that continue to be aligned with the industry's founding principles.

scholarly journals AN APPLICATION OF ‘BUILDING BLOCKS OF COMPETITIVE ADVANTAGE’ APPROACH TO THE U.S. CEREAL MARKET LEADERS

2019 ◽  
Author(s):  
Hyungu Kang
Keyword(s):  
Competitive Advantage ◽  
Analytical Approach ◽  
Conceptual Development ◽  
Building Blocks ◽  
Competitive Advantages ◽  
Important Research ◽  
Breakfast Cereal ◽  
Research Areas ◽  
Cereal Industry ◽  
The U.S

In the strategic management field, the study of building and sustaining competitive advantage for businesses has been one of the most important research areas. Although there are various attempts to explain the processes of building and sustaining competitive advantage, it has continued to be a poorly defined and operationalized construct. This paper focuses on the application of a strategic analytical approach, “Building Blocks of Competitive Advantages”, to analyze and compare the sources of competitive advantage for two market leaders in the U.S. breakfast cereal industry, Kellogg’s and General Mills. Various literature were reviewed in order to gain an understanding of the industry, and the roles played by these companies. As expected, Kellogg’s and General Mills have similar sources of competitive advantage, however, these companies have shown different ways of developing competitive advantage. This study was carried out in an attempt to stimulate efforts and provide direction on the conceptual development of the sources for competitive advantage. Keywords: Building blocks of competitive advantage, Sources of competitive advantage, Internal strengths and weaknesses, U.S. Breakfast Cereal Market, Kellogg’s, General Mills.

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