Literature Review of ‘Encouraging Healthy Eating via Supply Chain Management and Marketing‘

Rezension / Literaturbericht aus dem Jahr 2015 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,0, European Business School - Internationale Universität Schloß Reichartshausen Oestrich-Winkel, Sprache: Deutsch, Abstract: The following literature review discusses the thesis: ‘Encouraging healthy eating via supply chain management and marketing‘, which was stated by Yulia Tseytlin. The introduction illustrates the structure of this review and gives a brief overview about the content. The aim is enabling the reader to completely decode the chain of thoughts which is presented. At first, the mentioned thesis is separated in individual parts: ‘healthy eating‘, ‘supply chain management‘, as well as ‘marketing‘. All parts include a concise definition of the particular term, as well as a conclusion. Within the part ‘healthy eating‘ (HE), the current situation will be illustrated by delivering diverse facts and figures. Furthermore, the question why HE is important will be discussed, as well as present factors influencing HE. Inside ‘supply and chain management‘ (SCM), the present situation, linked to the food industry, is explained. Potential advantages of well-planned supply chains (SC) will be discussed, in addition, possible dangers of ineffective ones. Finally, a link to the module ‘healthy eating‘ will be created. ‘Marketing‘ is the last part. The present significance of marketing within society, especially in the food industry, will be pointed out. Chances of influencing people in the organic food industry via marketing will be discussed. Likewise, this part will be connected to ‘healthy eating‘ as well as ‘supply and chain management‘. Secondly, the above mentioned parts are connected and ways of ‘encouraging healthy eating via supply and chain management‘ will be shown, based on the information provided in the individual modules. Those parts can be seen as a toolbox, which is necessary to create the final product: the analysis of different encouraging approaches. Due to limitations concerning the length of this review, the different modules will be explained in a precise, but brief way. The main focus lies on the junction of the mentioned parts and the analysis of the stated thesis. Different literature sources have been used to underline mentioned facts.