Desautels Faculty of Management, McGill University, Montréal, Québec, Canada.
McGill Centre for the Convergence of Health and Economics (MCCHE), McGill University, Montréal, Québec, Canada.
Ann N Y Acad Sci. 2014 Dec;1331:278-295. doi: 10.1111/nyas.12595.
Building greater reciprocity between traditional and modern food systems and better convergence of human and economic development outcomes may enable the production and consumption of accessible, affordable, and appealing nutritious food for all. Information being key to such transformations, this roadmap paper offers a strategy that capitalizes on Big Data and advanced analytics, setting the foundation for an integrative intersectoral knowledge platform to better inform and monitor behavioral change and ecosystem transformation. Building upon the four P's of marketing (product, price, promotion, placement), we examine digital commercial marketing data through the lenses of the four A's of food security (availability, accessibility, affordability, appeal) using advanced consumer choice analytics for archetypal traditional (fresh fruits and vegetables) and modern (soft drinks) product categories. We demonstrate that business practices typically associated with the latter also have an important, if not more important, impact on purchases of the former category. Implications and limitations of the approach are discussed.
在传统和现代食品体系之间建立更大的互惠关系，更好地协调人类和经济发展成果，可能使所有人都能够获得可负担得起的、有吸引力的营养食品。信息是实现这种转变的关键，本路线图文件提供了一项利用大数据和高级分析的战略，为一个综合性的跨部门知识平台奠定了基础，以便更好地为行为改变和生态系统转变提供信息和监测。在营销的四个 P（产品、价格、促销、渠道）的基础上，我们通过食品安全的四个 A（可获得性、可及性、可负担性、吸引力）的视角来审视数字商业营销数据，利用先进的消费者选择分析来研究典型的传统（新鲜水果和蔬菜）和现代（软饮料）产品类别。我们证明，通常与后者相关的商业实践对前者类别的购买也有重要影响，如果不是更重要的话。讨论了该方法的影响和局限性。
