Strategic Marketing Research Articles

Corporate social responsibility, policy framing and strategic marketing: understanding the alcohol industry’s use of social media in Uganda

BackgroundSub-Saharan Africa is important to the future of alcohol and global health because the alcohol market there is expanding rapidly in a relatively young population. This entails a corresponding contest about whether the policy measures adopted will be shaped by scientific evidence or by industry interference in alcohol policy. This study examines how alcohol industry actors use social media.MethodsUganda was selected for study because of high levels of alcohol harm and recent alcohol policy debates. Data on the X (formerly Twitter) activity of the Ugandan companies of AB InBev and Diageo, who are the two main brewers, and the trade association including both, were collected, coded and thematically analysed.ResultsX is used overwhelmingly by alcohol industry actors in Uganda to promote corporate social responsibility (CSR) and alcohol policy framing content. There is little direct product marketing. The framing of policy problems and solutions, and of the actors involved in policymaking and CSR resembles that used elsewhere in the political strategies of the transnational alcohol corporations. Content which appears more emphasised in Uganda includes material on farmers, illicit trade and contribution to the economy. As elsewhere, it avoids giving attention to the policy measures which would make a difference to the levels of alcohol harms endured by Uganda. Rhetorically, X is thus used to create a parallel universe, in which the actual harms and what is known about how to reduce them are conspicuous by their absence.ConclusionsThe alcohol industry presents itself as indispensable to Uganda’s future and appears to have developed relationships with politicians, partnerships with government, and built a coalition with farmers. This means the alcohol industry may be well positioned to oppose public health policy measures, even though their arguments lack substance and are at odds with the evidence.

Strategic interactions and market dynamics in the intelligent connected vehicle industry: An analysis of technology sharing, value co‐creation, and market competition

AbstractThis paper utilizes a game theory model to investigate the interplay of cooperation and competition between smart vehicle companies (the incumbents) and traditional vehicle companies (the entrants) in the intelligent connected vehicle industry. The results show that technology sharing emerges as a critical factor in improving business performance and driving market expansion. Additionally, the collaborative endeavors of competitive firms, coupled with consumer involvement, play a crucial role during the value co‐creation phase of new products, significantly impacting company efficiency and consumer satisfaction. Drawing on case studies such as Tesla further corroborates our management insights.

Identifying and Prioritizing Economic Opportunities for Medical Tourism Management: An Analytic Hierarchy process

Background: As a growing industry, medical tourism includes many economic opportunities. This industry is the largest and most diverse industry in the world, with a foreign currency income which is equal to the automotive and military weapons industries. The aim of the current research is to identify and prioritize economic opportunities related to medical tourism management, using the Analytical Hierarchy Process (AHP) as a multi-criteria decision-making tool. Methods: This was a descriptive-survey research with an applied and cross-sectional approach. A survey method was used to collect data, so this study can be classified as field research. The statistical population of the research included 25 people with experience and expertise selected through purposive sampling in the fields of management, tourism, and medicine. The method of collecting data was in the form of library and field studies. The tool for collecting data was a questionnaire of paired comparisons and a check sheet. Data analysis was done with AHP method and Expert Choice 11 software. After collecting the paired comparison questionnaire and calculating the geometric mean, the inconsistency rate of the questionnaires was less than 0.1, which showed that the data had the required validity. Results: First, using library studies, economic opportunities related to medical tourism were identified. These opportunities included cash generation, technological advancements, job creation, diversification of tourism industry, development of health care infrastructure, knowledge transfer and cooperation, services and ancillary industries, and regional development and diversification of economic activity. Opportunities were prioritized using the AHP method. Cash generation with relative importance of 0.191 was ranked first, job creation with relative importance of 0.162 was second, and technological advances was ranked third with relative importance of 0.131. Diversification to economic activities with a relative importance of 0.45 was ranked ninth which was the lowest. Conclusion: Strategic marketing, delivering quality healthcare services, competitive pricing, specialized medical care, patient-centered experience, collaboration and partnership, continuous improvement, and strengthening medical tourism infrastructure are the pillars through which medical tourism management can not only generate sustainable revenue but also provide invaluable healthcare services to patients from across the globe.

The Decision-Making Journey of How-to Making Cooperation with Solar PV Developer Company to Install Solar PV in Indonesia: A Qualitative Study

This study explores the current purchasing behavior of companies in forming partnerships with solar PV developer companies (B2B), using a decision journey methodology. It investigates the impact of implementing renewable energy, particularly solar PV, in Indonesia, as well as the encouragement from local government to accelerate solar PV development. Additionally, Indonesia’s substantial solar PV potential has intensified competition among solar PV development companies to capture new markets. PT. XYZ aims to expand its market share using the decision journey methodology, driven by a significant market gap of approximately 300 trillion compared to its two main competitors. Through qualitative analysis, including interviews with five representatives from a large company in the business electricity sector with over 50 tenant companies, insights were gathered into the diverse decision-making processes within this service category. The findings underscore the importance of tailored marketing strategies based on product attributes. Overall, this research illuminates evolving consumer behavior in forming partnerships with solar PV developer companies through a B2B market approach, offering valuable insights for strategic marketing.

The role of strategic marketing in the market space of medicine

The development of organizational processes in a medical organization is primarily determined by market efficiency and ensuring a competitive and safe environment. The mentioned circumstance indicates the correspondence between the business capabilities of the clinic and the current changes in the market, which consequently leads to a positive transformation in the treatment and business processes of the medical organization. The economic model of the organization can be perceived as the basis of strategic planning. A strategic approach in modern conditions ensures effective use of organizational advantages and neutralization of the factors that determine the vulnerability of the industry in the near term. The economic model of a medical organization is a representation of economic processes. The creation of the model should be consistent with the objectives of the study. The purpose of developing an economic model is to create a strategic plan through which strategic initiatives will be evaluated. The economic model corresponds to the development possibilities of the company. The model may undergo adjustments to take into account organizational and market changes.

Mangalam Organics Limited: making camphor grow innovatively

Learning outcomes The case study will provide an opportunity for students to identify the challenges a business-to-business (B2B) organization in a commodity product category faces in a growing environment. The students will learn to analyze and evaluate different strategies for growth and profitability. The students will be equipped to make decisions based on financial and nonfinancial data and the trade-offs therein. The case study will enable students to understand the application of the concept of operating leverage in different business conditions. Case overview/synopsis The leadership team at Mangalam Organics Limited (MOL) was worried about the company’s future in December 2021. The chief strategy officer (CSO), Akshay Dujodwala; the chairman, Kamal Dujodwala and the managing director, Pankaj Dujodwala had watched MOL go through many ups and downs. MOL manufactured camphor powder and supplied it to tableters [1], who would convert it into tablets, essentially used for Puja [2] purposes in India. Camphor was a white, waxy terpenoid with a strong aroma. It was mainly a commodity business with no pricing power when MOL supplied it in bulk to tableters. They had ventured into the business-to-customer (B2C) [3] space with their consumer brand “Mangalam” camphor tablets, positioned for religious uses in homes. However, this formed a very small percentage of their turnover. With thin margins and a low growth rate, it was difficult for MOL to sustain and grow, especially in the B2B [4] business. To make matters worse, their manufacturing unit caught fire in 2015, causing a major blow to their business. Under the leadership of their CSO, Akshay, they implemented strategies that helped the company bring down costs and wastage. Akshay helped MOL diversify further into the B2C market through their brands, “CamPure” for home care products and “Cam+” for health-care products. Huge expenditures on marketing and advertising were incurred to promote these brands. The COVID-19 pandemic watched the world go through a terrible phase with lockdown and rising health issues (both physical and mental). Camphor found an interesting place in immunity and religious purposes due to its aromatherapy properties and evoking feelings of relaxation. The newfound use helped MOL achieve an unexpectedly higher turnover. But Akshay knew that camphor, by itself, was fickle in providing profitability. To sustain growth post-COVID-19, MOL would urgently need to look for growth options. After giving it a lot of thought, he was faced with three options – he could either focus on CamPure as a B2C option, or concentrate completely on camphor powder and aroma as an existing B2B option or take the third option to go in for a first of its kind exclusive stores for all types of puja items called Pooja Sangam. While all these options had their own pros and cons, he had to now decide which was the best financially viable option for MOL as a way forward. Complexity academic level The case study is designed at the postgraduate level in an Master of Business Administration and executive education programs. Given the nature of the issues in the case study, it can be included in courses such as business strategy and strategic marketing. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

Analysing the Motivation and Effect of Cross-border Mergers and Acquisitions: A Case Study of the Acquisition of YOUJIUSHIDAI by SHANGHAI ACE CO., LTD.

Under the background of globalisation and information technology revolution, cross-border mergers and acquisitions (M&A) have become a key strategy for corporate strategic transformation and market expansion. Taking the acquisition of YOUJIUSHIDAI by SACE as an example, this study adopts the methods of literature review, case study analysis and AMPS model to explore in depth the motives, effects and impacts of cross-border M&A on corporate performance. This study finds that although M&A enhances shareholder wealth in the short term, long-term profitability falls short of expectations, which is mainly limited by the lack of R&D capability and market alignment problems. This study emphasises the importance of synergies and points out that high-premium M&As may lead to goodwill impairment risk, thus affecting the financial status of the firms and the interests of shareholders, and puts forward suggestions to optimise M&A strategies and strengthen regulation, in order to protect the interests of small and medium-sized investors and to promote the healthy development of the capital market.

The Adoption of Mobile Augmented Reality in Tourism Industry: Effects on Customer Engagement, Intention to Use and Usage Behaviour

The purpose of this study is to examine the consumer adoption of mobile augmented reality (AR) in the tourism industry in Malaysia. Drawing on the extended Technology Acceptance Model (TAM), interactivity, vividness, and information content factors are examined in relation to perceived usefulness (PU). and perceived ease of use (PEOU). Subsequently, both PU and PEOU are hypothesised towards customer engagement (CE), behavioural intention to use (BIU) and usage behaviour (UB). The study consists of 500 samples from consumers who have experienced the usage of mobile AR in the tourism industry in Malaysia. Using a quantitative approach, structural equation modeling (SEM) was applied to analyse the collected data. The findings revealed that interactivity, vividness, and information content have positive effects on the PU and PEOU. PU and PEOU have positive effects on the CE, BIU, and UB. In theoretical contributions, the study contributes to the extension of TAM by adding interactivity, vividness, and information content as antecedents to PU and PEOU. This research also validated CE as the new dimension for consumer behavioural engagement that affects BIU and UB in the extended TAM. In practical contributions, the findings will assist tourism providers in strategic marketing planning and formulation to enhance mobile AR.

The Efficacy of SEO as a Strategic Marketing Tool for Brand Promotion and Product Advertising

This article is devoted to the study of the role of SEO optimization in the promotion of the company's brand and products on the market. The purpose of the study is to study the effectiveness of using SEO in promoting the company's brand and products on the net. The main directions and ideas of the work consist in the analysis of SEO methods, consideration of examples of successful practice in various business sectors and identification of the main factors affecting the effectiveness of SEO. The scientific and practical significance of the work is to identify the features of using SEO to promote the company's brand and products on the Internet and to establish the effectiveness of various methods of SEO in practice. The research methodology includes an analysis of the literature, consideration of the stages of the implementation of the tool and a comparative analysis of SEO methods. The main results and analysis of the work show that the use of SEO is an effective way to promote the company's brand and products on the Internet, and to achieve maximum efficiency, it is necessary to take into account the specifics of the business and the audience, as well as constantly monitor changes in search engine algorithms. The value of the conducted research lies in the development of theoretical knowledge about the effectiveness of SEO for the promotion of the company's brand and products on the Internet, as well as in the practical application of the research results in the development and implementation of SEO strategies in various business sectors.

Customer lifetime value (CLV) insights for strategic marketing success and its impact on organizational financial performance

Customer lifetime value (CLV) insights for strategic marketing success and its impact on organizational financial performance

Online grocery shopping recommender systems: Common approaches and practices

Food recommender systems have been developed for the online environment to support shoppers in making informed decisions. These systems analyze the extensive data collected to infer consumer preferences and needs, providing relevant product recommendations accordingly. Despite the potential of recommender systems as a strategic marketing tool in the online grocery shopping environment, there has been limited effort to systematically analyze approaches of prior studies on recommender systems for online grocery shoppers along the five stages of recommendation delivery: (1) identify recommendation goal, (2) acquire consumer data, (3) compute, (4) evaluate, and (5) present the recommendation. Therefore, this paper examines the advancements in each stage of delivering grocery recommendations to consumers from 2018 to March 2023. We performed a search strategy resulting in 50 papers dedicated to recommender systems for online grocery shoppers, which contrasts with previous research that typically examined recipe and meal recommendations that were merely meant to inspire users on what to cook. Findings reveal a prevalence of preference-based systems with limited integration of explicit consumer data, and often lacking consent for implicit data usage. While advanced deep neural network models are getting more attention in the literature, evaluation methods tend to be system-oriented, overlooking essential user feedback and the efficacy of general metrics. This systematic literature review underscores the necessity for consumer engagement in system and interface design, aiming for grocery recommendation systems that improve customer experience, by ensuring inclusivity and prioritizing user-centered design.

PENDAMPINGAN BRANDING UMKM MELALUI SOSIAL MEDIA DAN DESAIN KEMASAN DALAM UPAYA PENINGKATAN KINERJA PEMASARAN PADA UMKM KERIPIK SINGKONG BU WATI

This research aims to enhance the marketing performance of UMKM Keripik Singkong Bu Wati through assistance in branding using social media and packaging design. Keripik Singkong Bu Wati offers healthy cassava chips without preservatives in two flavors: original and sweet spicy. The main goal is to address branding and marketing challenges by focusing on product packaging development, assistance in business permit issuance, strategic market collaboration recommendations, and social media management. The methodology used includes needs analysis through interviews and direct observations, collaboration with a design team to create attractive packaging, and social media management training. The results of this study show significant improvements in product packaging quality, legal compliance, market access, and active presence on social media. These improvements have led to increased competitiveness and business growth for UMKM Keripik Singkong Bu Wati. In conclusion, the branding and marketing strategies implemented in this research have had a positive impact on the visibility and market reach of Keripik Singkong Bu Wati, strengthening relationships with consumers. This approach can be applied to other UMKMs to help them thrive in a competitive market.

Visitors’ attraction and co-creation at World Expo – a qualitative study unveiling visitors’ delight and engagement with immersive technology

ABSTRACT Global business events like World Expo attract massive numbers of visitors to attend this event. The present study investigates internal and external factors that attracted visitors to attend World Expo – Dubai 2022 and uncovers the core elements of these factors which are important for the strategic & planning context too. To this end, the attendees of this Expo were interviewed using the in-depth interview technique. The results revealed that internal factors such as functional, mechanic, and human cues affect visitors’ perception, whereas external factors, which include technological, socio-cultural, political, economic, and environmental aspects, contribute to the collaborative process of shaping visitor experience. The results also demonstrate that strategic planning and marketing strategies align with the AIDA model and that technological integration can help attract more visitors to Business-Expo, thereby boosting local tourism. Taken together, our findings provide meaningful implications for marketers, stakeholders, and governments.

Navigating the Neuromarketing Landscape: Valuable Insights for Businesses in a Post-Pandemic World

ABSTRACT Purpose: There has been a significant rise in usage of neuromarketing for conducting marketing research, but a large number of businesses are still skeptical about integrating such methods into their marketing research toolkit. The reason for such skepticism may be certain misconceptions. One such misconception is that neuromarketing is a difficult and expensive marketing research tool. Another misconception is whether neuromarketing is a mere gimmick or an insightful marketing research method. Hence, this study explores the present stance of neuromarketing and its pertinent misconceptions. Methodology: The study conducts qualitative, in-depth interviews with neuromarketing experts from eleven countries. The study then subjects interview transcripts to thematic analysis. Through this analysis, the study divulges three themes and eight subthemes related to the present stance of neuromarketing and its pertinent misconceptions. Findings: The study divulges three notable findings. First, the present stance of neuromarketing highlights the growth and importance of neuromarketing methods in the marketing research industry. It also demonstrates the application of neuromarketing in making strategic marketing decisions. Second, the study clarifies that factors such as the elongated learning curve, complexities, adaptation, and economic considerations hinder neuromarketing adoption. Third, the study clarifies that neuromarketing is not a gimmick and expounds on the value and efficacy of neuromarketing methods in conducting marketing research studies. It also outlines the importance of combating bogus neuromarketing consultants who negatively impact the perception of neuromarketing among businesses, consumers, and regulatory bodies. Research implications: This study undertook the initiative to procure primary qualitative data through in-depth interviews to provide first-hand perspectives into what experts in the marketing research industry think about the present stance of neuromarketing and its pertinent misconceptions. It builds upon existing literature on the present stance of neuromarketing, which largely relies on secondary data. The study also extends prior literature on neuromarketing by highlighting the need for specialized expertise, the necessity for considering ethical considerations, and the need for cost-effective solutions. Besides this, the contribution of this study also aligns with the prior discussions on evolving methodologies in consumer behavior research. Practical implications: This study implies that neuromarketing enables businesses to make informed strategic marketing decisions, anticipate marketing trends, and foster sustainable growth. Businesses must allocate substantial resources to hire marketing research companies or third-party neuromarketing consultants. However, before making such investments, businesses should thoroughly evaluate the reliability and validity of claims made by neuromarketing consultants and marketing research companies. Due to the complexities and stringent ethical regulations, it is essential to collaborate exclusively with reputable marketing research firms or independent neuromarketing consultants with a proven track record of success. Originality/Value: Contrary to the prior studies based on secondary data, this study leverages primary qualitative data to explore the present stance of neuromarketing and its pertinent misconceptions. The study emphasizes misconceptions hindering the adoption of neuromarketing, which was primarily left unexplored in the extant literature. In this way, the study creates unprecedented value for businesses, marketing research companies, regulatory bodies, and independent neuromarketers.

THE ROLE OF CONTENT MARKETING IN BUILDING CUSTOMER ENGAGEMENT

Content marketing is a strategic marketing approach focused on creating in distributing valuable, relevant,consistent content to attract and retain a clearly define audience and ultimately to drive profitable customer action.Companies today are well aware of all the tactics to gain a higher spot on the search engine search result for which they continuously update their websites. This gaining of higher position on search engine comes as a result of good content marketing . Content marketing is not only restricted to promotion of products. It is beyond that as it also leads to brand awareness and brand engagement .Content marketing helps in providing detailed information to the customer and thus is a helpful tool for creating customer engagement .

Strategic Green Marketing: Exploring Consumer Perceptions and Preferences for Sustainable Products

In the framework of strategic green marketing, this study investigates consumer perceptions and preferences for sustainable products. The rising adoption of social responsibility and stakeholder theory by corporations necessitates a critical assessment of how these sustainable practices affect corporate profitability. Prior studies have mostly ignored the connection between sustainable business practices and customer interests as well as how these practices affect corporate success in favor of concentrating on the financial elements of sustainable business practices. Several businesses have begun to connect sustainability and green marketing initiatives in the past few years, realizing the value of efficient marketing strategies. Corporate social responsibility, or CSR, has become more popular as a result of consumers’ increased knowledge of environmental, health, safety, and social issues. According to strategic green marketing, companies that practice social responsibility may expect to be successful in the marketplace and be rewarded with positive consumer preferences. As a result, more businesses are implementing green marketing strategies as ethical behavior emerges as a new business trend that has broad public support. Keywords: Strategic green marketing, consumer perceptions, consumer preferences, sustainable products, social responsibility theory

GREEN SUPPLY CHAIN IMPLICATIONS FOR FOOD INDUSTRY

Purpose- This article has been carried out to determine the situation of green supply chain practices, which are of great importance worldwide, in Turkiye/Diyarbakır province food companies. Supply chain management starts with the procurement of raw materials. After the supply, the product is processed and delivered to customers through the distribution channel. After the consumption stage, the supply chain management process is completed with the return of the product that has completed its life cycle to the enterprise. The main objective of supply chain management is to make the best use of the factors in use. These factors are listed as technology, process management, personnel management, and performance measurement after completing the management process. With these parameters, it is aimed to be prepared for the expected changes in the market in supply chain management and to determine strategies against possible changes. Methodology- The survey method was used to obtain the study data. The questionnaire form, which was created following the scope of the study, was applied to the determined companies face-to-face and via email. In analysing the data obtained, the study data were analysed by frequency analysis through statistical programs. The results were presented in tables and interpreted. Findings- The survey data created within the scope of the study were analysed using statistical programmes. The data obtained were analysed by taking into account the strategic position and market share of Diyarbakır province in Turkiye. Conclusion- As a result of the research, it was determined that food companies operating in Diyarbakır province are aware of green supply chain management. In addition, it was determined that they pay attention to the use of environmentally friendly and recyclable products or activities from the raw material procurement stage to the production stage. In addition, it has been determined that they are sensitive to production, supply and distribution activities by international standards.

Messaging that resonates with a community during airport construction

Airports throughout the world are remodelling, expanding and upgrading to handle increasing travel demand and Salt Lake International Airport (SLC) is no exception. In 2020, SLC opened the first new hub airport built in the USA in the 21st century. There were many challenges along the way, such as a worldwide pandemic and an earthquake with an epicentre just miles away from the airport. Perhaps the most monumental task was to build a 4 million square foot airport adjacent to an operating one. But beyond navigating construction and operations, building support for a new airport — when the existing airport was so beloved in the community — created additional challenges. SLC’s communication and marketing team was tasked with crafting messages to help the community navigate this change, while also educating, informing and engaging the public. This paper discusses how, in order to provide a roadmap for communicating through the massive construction project, a Strategic Communication and Marketing Plan was developed for The New SLC Redevelopment Program that outlined goals and audiences, messaging, branding, marketing, traditional and social media and video production. The paper presents how the campaign was rooted in research and continually adjusted based on feedback and other evaluation mechanisms. The first step in developing a comprehensive communication plan was to conduct research by surveying SLC’s audiences prior to undertaking a branding programme. An important research component was to identify key audiences and stakeholders, including internal audiences — such as employees and tenants — to help spread the project’s message through grass-roots efforts. Once feedback from the survey was compiled, a brand was developed that resonated with the intended audiences. Just as important was to develop strategic messaging to inform audiences, while also educating and engaging. Next, determining the most effect ways to deliver the message was key, and was done through a combination of advertising, events, press conferences and traditional and social media.

Machine Learning and Hybrid Model Building Mechanism for Forecasting Agricultural Market Behaviour: A Case Study of Vegetable Crops

A strategic market intelligence mechanism is essential for stakeholders to make well-informed decisions on production, pricing, and marketing strategies; however, the complex behaviour of agricultural markets, coupled with the presence of non-stationarity, non-normality, and non-linearity in the arrivals and prices of perishable agricultural commodities pose challenges for traditional statistical models in modelling and forecasting. This study sought to overcome these challenges by employing machine learning and hybrid models for vegetable crops. Machine learning techniques, known for their flexibility with non-stationary, non-normal, and non-linear data, were showcased in the empirical illustration, highlighting their effectiveness. The trends of arrivals and prices were found to be significantly positive (p<0.01) for tomato and capsicum. Time delay neural network (TDNN) and hybrid models outperformed the seasonal ARIMA models based on lower RMSE and MAPE for the modelling and forecasting. Utilizing the best-fit models, the prices of tomato and capsicum were forecasted to be highest during June 2024 with ?2267 and 2623 per q. This study contributed to the growing body of applications of machine learning in agricultural systems. It will help develop a robust market intelligence mechanism to address uncertainties in agricultural markets.

Determination of the region‐specific characteristics of traditional Korean doenjang produced in Chungcheongbuk‐do through physicochemical property, enzyme activity, and descriptive sensory analyses

AbstractThis study determined the region‐specific characteristics of traditional doenjang produced in Chungcheongbuk‐do by analyzing the physicochemical properties, enzyme activities, and aroma characteristics of the samples. Color, moisture, pH, soluble solid content, salinity, acid value, titratable acidity, amylase and protease activities, and NH2‐N, alcohol, and total/reducing sugar contents were analyzed. A descriptive sensory analysis involving trained sensory panelists was also conducted for aroma profile determination. Similarities were observed among the samples produced in the same city. The Yeongdong‐made samples had strong fermented and lipid/musty aromas. The Cheongju‐made doenjang had a high protease activity and a high NH2‐N content. The Goesan‐made samples had a high reducing sugar content due to amylase activities and a fishy aroma, and the Jincheon‐made doenjang had a high soluble solid content and an intense spice aroma. This study describes for the first time the region‐specific characteristics of traditional doenjang produced in Chungcheongbuk‐do.Practical applicationsTraditional food produced through a natural fermentation process may have differences in physicochemical properties and flavor due to the diversity of microbial communities depending on the region and environment. Previous studies have identified the characteristics of traditional Korean fermented foods such as doenjang and kimchi in each region, but this study is the first to analyze differences in the characteristics of traditional doenjang produced in a small city within a specific region (Chungcheongbuk‐do). The findings from this study can give baseline information on the doenjang produced by small‐ to mid‐sized doenjang manufacturers located in Chungcheongbuk‐do, and allow them to use it for strategic marketing to expand their market to the national market in Korea.