Marketable Heads Research Articles

Globe artichoke cuttings production: Artificial vernalization pathways for the improvement of earliness, yield and marketable traits

This work aims to investigate the effects of two pathways using artificial vernalization for the production of cuttings of globe artichoke cultivar “Violet d’Hyères” on yield, earliness and marketable traits. The cultivation was set up and followed for two production seasons (2016/2018). The first pathway has targeted the production and the cool chilling (5 °C) of field’s ovoli for 2 and 3 weeks under darkness represented respectively by treatments F1 and F2 with the control treatment F0 (field’s ovoli without cold treatment). The second pathway was designed for the production of nursery’s ovoli as follows; T0 (nursery’s ovoli without cold treatment), T1 (nursery’s ovoli kept at a temperature of 5 °C for two weeks in the dark), T2 (nursery’s ovoli kept at a temperature of 5 °C for two weeks with a photoperiod of 14 h of light), T3 (nursery’s ovoli kept at a temperature of 5 °C for three weeks in the dark), T4 (nursery’s ovoli kept at a temperature of 5 °C for three weeks with a photoperiod of 14 h of light). Results have shown that the cold treatment under darkness especially for a period of three weeks has enhanced the vegetative development of plants derived from both field and nursery’s ovoli compared to their control treatments. For over two years, the highest rate in early yield was obtained in T3 for nursery’s ovoli and it was about 17 % from the total production whereas for field’s ovoli it was less than 14 % for treatment F2. For the total yield, vernalized nursery’s ovoli have recorded the best values ranging from 20.10 t ha−1 to 24.91 t ha−1, then followed by vernalized field’s ovoli with a maximum yield of 19.13 t ha−1. The lowest values in all parameters were often found in non- vernalized treatments T0 and F0. Traits of marketable heads such as head diameter and head weight were influenced significantly by treatments and varied according to the harvest period. These results lead us to conclude that dark-chilling has improved the development potential of cuttings which was after that reflected on yield, earliness and on commercial characteristics of the production.

Public Relations Management Performance Measurement: Designing Key Performance Indicator Case Study In Hospital X

ABSTRACT In attempt of hospital development, hospital X focus on current performance measurement only on marketing performance in terms of sales volume and sales revenue for maximizing profits. Performance evaluation of public relations activities at hospital X so far have not had the performance measurement. As the result; the contribution of public relations, in order to support the activities of the organization, are not measurable. This study aims to measure the performance of PR management by designing key performance indicators by conducting a process of identifying stakeholder necessity exists in hospital X. The identification of stakeholder necessity exist in hospital X will then become the basis of designing PR’s KPI. The stakeholder in this study are director, head of marketing, staff as internal stakeholder and customer, supplier and regulator as external stakeholder. The results of this study is the assessment of PR performance which include work result assesment formulated six responsibilities namely, customer satisfaction, customer complaints, fostering community, events, social media content and website traffic. While the work behavior assesment with the indicators of competence namely communicative, flexibility, discipline, teamwork, customer service. Keywords: Public relations, stakeholder management, performance assessment, key performance indicator DOI : https://doi.org/10.33005/jgp.v7i02.1833

Crude palm oil marketing analysis at PT. Socfin Indonesia (Socfindo)

In CPO marketing, the marketing efficiency process can determine the size of the costs and profits received by companies and institutions involved in the marketing process. This study aims to analyse the marketing process, marketing margin, marketing efficiency of Crude Palm Oil (CPO) at PT. Socfin Indonesia (Socfindo). The descriptive analysis by interviewing the Marketing Head officer at PT. Socfin Indonesia, marketing efficiency analysis (marketing margin), also price transmission elasticity analysis. The results indicated that the marketing system applied at PT. Socfin Indonesia is a Long-Term Contract system. The marketing system has been efficient.

Scientistt: Cultivating a Community of Passionate Young Researchers

Scientistt is a new networking platform for PhD students and early-career researchers, where they can connect with others in similar fields, share their work, and access up-to-date information about conferences, funding and training opportunities. In this exclusive interview, we speak with Hassan Mahmudul, Scientistt’s CEO and founder, and Callum Elson, head of marketing, who tell us all about this thriving new community, and their hopes for the future.

Influence of Irrigation Frequency on Radicchio (Cichorium Intybus L.) Yield

Red chicory (radicchio) plants produce leafy heads that are of great commercial interest and they require a proper irrigation technique to achieve satisfactory productivity. The use of mini-sprinklers with high-frequency irrigation schedules may increase radicchio productivity, provide better growing conditions due to timely intervention, and save water, but so far little research has been carried out on this topic. This experiment aims at evaluating the effect of two mini-sprinkler irrigation schedules (high- and low-frequency) on radicchio yield and growing conditions over a 5-year cultivation period. Marketable radicchio head production was on average 12% greater with the high-frequency schedule (26.5 t ha−1) than with the low-frequency schedule (23.6 t ha−1), mainly due to greater head weight. The number of underweight, pre-flowering, rotten, and missing plants was significantly different between the two schedules when these variables were considered separately, but the overall number of marketable plants was greater in the high-frequency schedule during certain years. In general, the high-frequency schedule permitted to increase both radicchio yield and to reduce irrigation water use on average by 14% (−24 mm in volume), improving the irrigation water productivity by 19% (from 0.18 t mm−1 of the low-frequency schedule to 0.22 t mm−1 of the high-frequency schedule). Reducing the irrigation interval permits a timely adaptation to the weather course and improves radicchio growing conditions, presenting itself as a valid strategy that could be adopted by the farmers, upon appropriate consideration of energy and management costs.

Analisis Proses Rekrutmen dan Seleksi Calon Karyawan dalam meningkatkan Kinerja Karyawan Pada Hotel Zahra Syariah Kendari

The purpose of this study was to determine and describe the Analysis of the Process of Recruitment and Selection of Prospective Employees in improving Employee Performance at the Zahra Syariah Hotel in KendariInformants in this study were the General Manager of the Zahra Syariah Hotel in Kendari, the HRD Manager, the Head of Marketing and the Head of Accounting from the Zahra Syariah Hotel in Kendari. Then the information obtained was analyzed qualitatively.The results of this study indicate that the analysis of the recruitment and selection process of prospective employees in improving employee performance at the Zahra Syariah Hotel in Kendari, accepting prospective employees from the SMK vocational school and Kendari Vocational Training Center (BLK) that must meet established requirements such as ID card, domicile card, appearance interesting, must have a able-bodied letter from a doctor and others, and the method of recruiting prospective employees is still using a closed test, while the selection of employees must meet predetermined criteria with regard to educational qualifications, work experience, physical condition and personality of employees, and before employees work the Hotel Zahra Syariah provides training and practice in advance so that employees can have knowledge so as to open opportunities to advance and work well. The workforce at the Zahra Hotel Syariah has been very good in terms of work skills, quality of work, responsibility responsibility, discipline and cooperation. Zahra Syariah Hotel also rewards employees who work well, giving awards once a year with the aim to improve and motivate employees to always work responsibly, with high discipline, and be able to work with one another

EFFECT OF CHEMICAL AND ORGANIC FERTILIZER AND AGRICULTURAL DISTANCES ON GROWTH AND YIELD OF TWO LETTUCE (LACTUCA SATIVA L.) VARIETIES GROWN UNDER UNHEATED PLASTIC HOUSE

This experiment was conducted in an unheated plastic house in Horticulture and Landscape design Department, college of Agriculture and Forestry, Mosul University during the winter season of the year 2013-2014 to investigate the possibility of lettuce crop production under protected condition during the winter season, which cannot be grown in the field at this time in Mosul City. Two lettuce cultivars were used Binco and Paris Island, the seeds were planted in 5/9 and transplanted inside the unheated plastic house in 5/11 at two agricultural distances: 30 and 40 cm and plants were fertilized with two organic fertilizers: Pow hums and Humistar which were applied to the soil as a solution at a rate of 3 gm.l-1 for the two organic fertilizers, the control treatment was fertilized with a chemical fertilizer at the recommended rates. An RCBD factorial experiment with 12 treatments (2 x 2 x 3) were used. Results showed that there were no significant differences between the two varieties in most vegetative growth and yield traits while there were a significant superiority of the 40 cm distance on the 30 cm distance in head circumference, leaf area, stem weight and mean marketable head weight while there were a significant superiority of the treatment of 30 cm planting distance in terms of marketable and total yield. It is worth to note that there were no significant differences between the organic fertilization treatments with the normal chemical fertilized plants in terms of vegetative and yield in all vegetative traits mentioned traits expect the mean stem weight.

Accurate arc: to grow or not to grow?

Learning outcomes The purpose of this paper is to understand the situation of Accurate and then to consider possible options for Accurate to face competition in future. Several opportunities are also linked with certain drawbacks and hence by studying the entire mechanism, the decision makers of Accurate may decide on its future direction and how to go about it. Case overview/synopsis Accurate Weld Arc was established in New Delhi in 1993, his son. The company focused on manufacturing wire drawings and selling to niche customer segment. Due to this, they were operating at a modest turnover. At this juncture, the organization took two critical decisions, first, to enter the welding electrodes market which had a bigger target segment, and second, to hire a Marketing Head who conducted an extensive marketing research to recognize the need of customers and to identify differentiating factors for the organization. Later, the company made further investment in middle-gauge welding electrodes and its turnover climbed in the first year. After that, the company had set up a manufacturing unit in Raipur, Chattisgarh which generated huge profit and is now looking forward to spread its wings in other parts of the country. Complexity academic level This case may be used for postgraduate students, who are doing their specialization in finance and accounting. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS 1: Accounting and Finance

BVA at the London Vet Show – ideas, thoughts and topics you won't find anywhere else

Ahead of this year's London Vet Show, Zoe Davies, BVA Head of Marketing, outlines the different programmes, streams and sessions that will be on offer from BVA.

The Implementation of the Employment Social Security Program for Non-Wage Workers in the Semarang City Region in View from the Minister of Manpower Regulation number 1 of 2016

The purpose of this study is to evaluate the implementation of the employment social security program for non-wage workers in the Semarang area. This study uses a qualitative approach to the type of sociological juridical research. Research data sources are primary and secondary data. Data collection techniques: interviews with the Head of Marketing of the BPU Kancab BPJS Employment Semarang I, Semarang City DPRD Members and Workers who are not wage earners, as well as making observations, and documentation or literature studies. Data validity uses source triangulation with data analysis carried out inductively. Based on the research results obtained, the implementation of the social security program for non-wage workers in the Semarang area has adjusted the Minister of labor Regulation No. 1 of 2016 concerning the Procedures for Implementing Work Accident Insurance, Death Guarantee, and Old Age Insurance for Non-Participants Wage Recipients, it's just that there are breakthroughs outside the regulations set by the BPJS Employment to facilitate participants in getting benefits from the employment social security program, namely payment of flexible fees. Also, some factors become a factor of donors, including easy registration of participants, payment of low contributions, and there is no ceiling limit for medical services in the event of a work accident. Then the inhibiting factors are the lack of awareness of workers in the informal sector, the age limit of being a participant at 56 years, and the low level of the economy. So there needs to be attention from the Government and the Legislature to support the membership of BPJS Employment for non-wage workers.

CIO Interview with Ali Aurangzeb, Head of Global Marketing and Deputy Head of Digital Transformation, NETSOL Technologies, Inc

Biography of Mr. Ali AurangzebAli Aurangzeb currently heads the Global Marketing department at NETSOL Technologies, and is also the Deputy Head of Digital Transformation for the organization. All m...

EFFECT OF USING FISH BASINS DRAINAGE WATER, MULCHING AND WATERING REGIME ON CABAGE CROP PROPERTIES UNDER DRIP IRRIGATION SYSTEM

Water scarcity in Egypt increased with rapidly population growth which represents a great challenge for the Government. The reuse of drainage water produced from various agricultural sources including cultivated lands and fish farming systems could a robust solution for horizontal expansion of cultivated area. This research aimed to assess the feasibility of using the drainage water of fish farming basins to irrigate cabbage crop. Three different watering regimes (100%, 80% and 60% ETc) and two types of water (canal water and fish farming drainage water) were investigated under two conditions (mulching with rice straw and without mulching). The results demonstrated that drainage water of fish increased the yield of all cabbage components. The combination of 100 % ETc, and drainage water of fish with mulching produced the highest head yield of 197.5 Mg ha-1 comparing with other treatments. Fish water increased yield by 1.7, 49.3 and 30.6% under 100, 80 and 60 ETc respectively. Marketable head yield, head diameter and head height had the same trend. The highest values of Marketable head yield, head diameter and head height were 167.9 Mg ha-1, 70.4 cm and 59.5 cm, respectively. The results also showed that low watering regime (60 % ETc) resulted less head yield and other yield components regardless the influence of water type and using mulching.

Ghacem in Ghana: marketing cement in a newly competitive environment

Theoretical basis This case study applies the scanning of marketing environment (i.e. typology of marketing environments); strategic marketing planning process, involving SWOT analysis, growth strategies; and marketing mix (four ps). Research methodology This is modeled as a qualitative study. Primary data were collected through a phone interview with the key informants, and secondary data came from various publications such as government reports, news portals and company websites. Case overview/synopsis Ghacem was the first cement manufacturing company in Ghana and had enjoyed a monopoly for almost 33 years. The company offered a homogeneous product to an undifferentiated market from 1967 until competition began in 2000. New competitors promote the use of cement grade numbers on their product packaging to signal a better value, which intensified the competition. As the Head of Marketing of the company, Benny was asked to develop a marketing strategy for the company’s newly developed product for the company to remain competitive. Complexity academic level Undergraduate students taking Principles of Marketing.

Effect of Cultural and Biological Treatments in Managing Clubroot Disease of Cabbage in Sidhuwa, Nepal

The Plasmodiophora brassicae Woronin is an important soil pathogen that attacks brassicaceae family of plants. The ability of pathogen to survive in soil for many years as a resting structure even in the absence of suitable host has increased its threat by making it more devastating. Lower effectiveness of treatments applied so far and failure to completely eradicate the disease once it enters the field has posed more problems. The study was conducted at a disease infected field in Sidhuwa, Dhankuta. It was focused on the effectiveness of different cultural and biological treatments against clubroot disease under field conditions. The treatments; lime, combination of lime and vermicompost, Effective Microorganisms (EM) solution and Trichoderma viride were arranged in Randomized Complete Block Design and replicated four times. The yield and yield attributing parameters and clubroot scale were recorded at the time of harvest. Values like Disease Incidence, Disease Severity Index and Disease Control Percentage were calculated based on clubroot scale value. The treatments showed no significant influence on vegetative parameters of the plants and on disease incidence. However, the combined treatment of lime and vermicompost was found to be most effective regarding disease severity and disease control i.e. the least Disease Severity Index (31.25%) and highest Disease Control Percentage (50.94%) compared to the control were obtained from the combined treatment of lime and vermicompost. Effective Microorganisms showed the highest disease severity. The combination of lime and vermicompost used as a treatment yielded highest marketable head weight (1.779 kg) and head diameter (19.90 cm).
 Int. J. Appl. Sci. Biotechnol. Vol 7(1): 96-101

V-Xpress: B2B marketing in the logistics industry

Learning outcomes The learning objectives of this case study are to understand business-to-business (B2B) marketing in a logistics organization; apply go-to-market (GTM) strategy in the logistics industry; design B2B distribution strategy so as to enhance geographic penetration; and develop digital marketing strategies in the logistics industry. Case Overview/Synopsis V-Xpress is a leading B2B player in the express cargo category in the Indian logistics industry. In March 2017, Sachin Nair, Head of V-Xpress Marketing, was presenting three different GTM strategies to the CEO for the new Assured Timely Movement services. He wanted CEO views on each of them so that he can choose the best one. Sachin was also trying to find a solution to backhaul problem in eastern India. The resolution of this problem would have helped V-Xpress to become a truly pan-India B2B logistics company. Sachin was also revamping the digital marketing strategy as part of ambitious V-Xpress marketing strategy. These initiatives were taken as part of CEO’s vision for reaching annual revenue of INR 10bn by 2020. Sachin was thinking about various options so as to implement these changes with least investments. Complexity academic level This case study can be used in B2B marketing, marketing management and marketing strategy course of an MBA program. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS: 8: Marketing

Harvest of Lettuce from Verticillium-Infested Fields Has Little Impact on Postharvest Quality.

Verticillium wilt of lettuce, caused by the soilborne pathogen Verticillium dahliae, poses a serious threat to the California lettuce industry. Knowledge of disease development and its impact on postharvest marketability would facilitate better management of the affected fields. This study investigated postharvest marketability of 22 lettuce varieties harvested from two Verticillium-infested commercial lettuce fields in Salinas and Watsonville, CA, in 2005 using a randomized complete block design. Periodic sampling to monitor disease in several crisphead varieties in the field demonstrated that root symptoms developed quickly at later stages of heading, followed by the onset of foliar symptoms as the crop reached harvest maturity. Harvested marketable heads were vacuum cooled soon after harvest to about 4°C and maintained at this temperature in commercial coolers. The impact of V. dahliae on postharvest marketability was assessed based on the percentage of heads per case deemed marketable following 1, 2, and 3 weeks of refrigerated storage. Across both field experiments, the average disease incidence and postharvest marketability ranged from 4.2 to 87.5% and from 69.4 to 100.0%, respectively, among lettuce types and varieties. The Pearson correlation analysis detected no significant relationship between disease incidence and postharvest marketability across all varieties tested (r = 0.041, P = 0.727), or within lettuce types, even though V. dahliae was recovered from 34% of the plants harvested, and recovery ranged from 0 to 73.3% for V. dahliae and from 10 to 91.7% for non-V. dahliae (V. isaacii or V. klebahnii) species. These findings demonstrate that growers can harvest lettuce from an infested field before foliar symptoms develop with negligible impact by Verticillium spp. on postharvest marketability or quality.

Assessment of Sustainability Process Using Multi-grade Fuzzy in CV. Indo Jati Utama

The first purpose of this study calculated the sustainability index of economic, environmental, social criteria and the sustainability index of the whole manufacturing process conducted by CV. Indo Jati Utama (a wood processing manufacturer in Semarang that sells its products on an export scale). The second purpose of this study calculated the performance importance index of each indicator in each criterion. The last purpose of this study proposed some recommendations to increase the sustainability of the manufacturing process at CV Indo Jati Utama. This study uses the multi-grade fuzzy (MGF) method to calculate sustainability and performance importance index. This study used primary data, collected using questionnaires from five experts (General Manager, Department Head of Marketing, Department Head of Finance, Department Head of Production Planning and Inventory Control, and Department Head of Human Resource). The result of data processing indicated that the sustainability index of economic, environmental, and social and the whole manufacturing production process was 7.48, 7.60, 7.60, and 7.50 successively. Moreover, the result of data processing also indicated that the enterprise should increase the performance of five indicators to get more sustainable, namely, flexibility to change, environmental management, green image, employee compensation practices, and employee career development program.

Response of Head Cabbage (Brassica Oleracea L.) to Different Rates of Inorganic Nitrogen Fertilizer and Farmyard Manure at Bore, Southern Oromia, Ethiopia

Cabbage (Brassica oleracea L.) is the second most important vegetable crop in Ethiopia in area coverage as well as level of production next to red pepper. However, yield of the crop is often constrained by low and imbalanced nutrient supply. This study was conducted at the Bore Agricultural Research Center (BoARC) during the main cropping season to assess the response of N and FYM on growth and yield of cabbage. The treatments consisted of factorial combinations of five levels of N (0, 59,119, 235 and 294 kg N ha -1 ) and four levels of FYM (0, 3, 6 and 10 t ha -1 ) and were laid out in RCBD with three replications. The ANOVA results showed that interaction effect of N and FYM significantly (P<0.001) difference on plant height, number of expanded leaves, days to head initiation, days to 90% maturity, head height, head diameter, untrimmed head weight, trimmed head weight, yield with and without wrapper and biomass of yield. There was a Significance differences between the mean plant heights (43.2cm) of head cabbage observed versus FYM of (10 t ha -1 ) with each level of N (235 kg ha -1 ) for plant height. However, the combined effect of highest N (294 kg ha -1 ) and highest FYM (10 t ha -1 ) recorded maximum number of leaves (16.66), shortest days to head initiation (63.33) and early days to maturity (112). And also the interaction effect of both N and FYM (235 kg + 6 t ha-1), respectively was highly significantly (P<0.001) recorded highest head height (18.14cm), highest head diameter (17.03cm), highest untrimmed head weight (2296.67g), highest trimmed head weight (1766.67g), maximum (107.47 t ha -1 ) yield with wrapper head cabbage, highest head yield without wrapper (72.36 t ha -1 ) and maximum biomass yield (107.47 t ha -1 ) of head cabbage. There was an increasing trend in the yield without wrapper or marketable head yield parameter with the increasing in the rate till combined application of 235 kg N ha -1 from UREA and 6 t FYM ha -1 , but the yield declined above these combinations. Based on partial budget analysis the highest net benefit was obtained from treatment combinations of 235 kg N ha -1 with 6 t ha -1 with a marginal rate of return 2535.31%. The most attractive rates for the producers with low cost of production and higher benefits in this case were treatment combination of 235 kg N ha -1 with 6 t ha -1 . Generally results of the study suggested that head cabbage responded well to the combined application of N and FYM and application of 235 kg N ha -1 + 6 t FYM ha -1 can give optimum cabbage head yield in the study area. Keywords : FYM, N, Thomas F1, Trimmed Head, Untrimmed Head, Yield with Wrapper, Yield without Wrapper DOI : 10.7176/JAAS/52-03

ВЕГЕТАЦИОННЫЙ ПЕРИОД НОВЫХ КОЛЛЕКЦИОННЫХ ОБРАЗЦОВ БРОККОЛИ В ЮЖНОМ РЕГИОНЕ ДАГЕСТАНА

Background. Broccoli has valuable chemical composition, is a source of mineral elements, ascorbic acid, a significant amount of nitrogenous and biologically active substances, and has medicinal properties. For the year-round cultivation of this valuable crop in Dagestan, it is required to develop a conveyor of varieties and hybrids of different ripening groups, and determine the timing of planting seeds and transplanting seedlings. Materials and methods . Fourteen varieties and hybrids of broccoli from the global collection of VIR were studied in comparison with the 'Tonus' reference variety. Research was carried out at Dagestan Experiment Station of VIR in 2015-2017 in the summer/autumn season of crop cultivation. Seeds for seedlings were sown in open ground in the second 10-day period of June; shoots were obtained on June 23-24. Transplanting of the seedlings was carried out in the third 10-day period of July. The planting scheme was 70x40 cm; the plot area for one accession was 8.4 m2. Agricultural practice used for cultivation is generally accepted for cabbage family crops in the region. Results and conclusions. In the summer/autumn season of cultivation, it is possible to harvest high-quality broccoli crop in Derbent District. During the study, the length of the growing season for the accessions and the quality of the harvest were determined, taking into account the effect of temperature factors in the year of study. Optimal doses of mineral fertilizers and the best number of chemical treatments against pests were identified. To obtain a marketable head in broccoli, the main limiting factors are the temperature and humidity of soil and air. The longer the temperature stays within the range from 15 to 20°C during the growth period in the first phase after planting before the start of head formation, the higher is the yield. The longer the temperature remains above 25°C during the period from the beginning of head formation to the accession's full commercial fitness, the lower is the quality of the marketable head. The longer are the periods with temperatures between 15 and 20°C during the first growth phase and with temperatures between 10 and 15°C during the formation of the head, the lower is the percentage of broccoli heads with a rough uneven surface. The temperature above 20°C in the second phase was conducive to the formation of loose heads with emergence of flowers. Uniform formation of marketable heads was observed in the reference variety 'Tonus': 10% of central heads were formed on the 82nd day, and 100% on the 90th, that is within only eight days. Early-ripening broccoli varieties showed poor head quality: large buds, uneven surface, and rapid divarication of heads. Experimental data on the cultivation of marketable broccoli heads may be recommended to farmers and amateur vegetable growers.

Buzzfeed Inc: native advertising the way forward?

Learning outcomes This paper aims to understand the changing landscape of media and entertainment industry, to understand the difference between display advertising and native advertising, to know the standing of BuzzFeed in the industry and to know the strategic actions of BuzzFeed under the current competitive business environment. Case overview/synopsis Founded in 2006 as a viral lab, by Jonah Peretti and John S. Johnson, with the aim of tracking viral content, it caused disruption in the market with its entry and grew very rapidly. It was valued at $1.5bn in 2015, having raised money from numerous investors. The revenue of BuzzFeed was driven by the concept of native advertising. Catchy headlined articles conveyed the sense that BuzzFeed might be charging advertisers on basis of clicks, but this was not entirely true. Instead, BuzzFeed charged a fee from its clients for creating custom content targeting the customer base of the client. However, the year 2015 went tough for BuzzFeed when, as per the reports by Financial Times, it fell short of achieving its targeted revenue of US$250m by US$80m. It forced the company to revise and lower its target revenues for the year 2016 as well. The combined worldwide traffic to BuzzFeed saw a decline of up to 14 per cent. As Claire marketing head looked out of the window and pondered over the slashed revenue projections and the content related issues, the question on her mind was would native advertising sustain BuzzFeed in the longer run? BuzzFeed was known for its viral content and native advertising would involve finding a balance between what is good for the advertisers' brand and what will become viral. Buzzfeed ran a risk of losing brands to other modes of advertisement if they felt that native advertisement, which disguises the product within the content, was not meeting their expectations. Complexity academic level The case is targeted at students of post-graduation and under-graduation programs in Business Administration. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code Marketing