| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter 1 Introduction | 第13-22页 |
| 1.1 Background | 第13-15页 |
| 1.2 Current status | 第15-16页 |
| 1.3 Research implications | 第16-18页 |
| 1.3.1 Theoretical implications | 第17-18页 |
| 1.3.2 Practical implications | 第18页 |
| 1.4 Research contents and methods | 第18-22页 |
| 1.4.1 Research contents | 第18-19页 |
| 1.4.2 Research methods | 第19-22页 |
| Chapter 2 Literature review | 第22-35页 |
| 2.1 Literature review (applied to the new venture) | 第22-31页 |
| 2.1.1 The Food Manufacturing Industry in the United States | 第22-23页 |
| 2.1.2 Organic practices and Sustainability. Controversies | 第23-27页 |
| 2.1.3 Healthy Food Habits: Offer and Demand | 第27-28页 |
| 2.1.4 B2B in the food industry in the United States | 第28-31页 |
| 2.2 Models/concepts/frameworks | 第31-32页 |
| 2.3 Application of the relevant models/concepts/frameworks | 第32-35页 |
| Chapter 3 The opportunity | 第35-48页 |
| 3.1 The opportunity | 第35-40页 |
| 3.1.1 Market research | 第36-39页 |
| 3.1.2 The gap | 第39-40页 |
| 3.2. Industry analysis | 第40-44页 |
| 3.2.1 Current competitive situation+PEST | 第40-43页 |
| 3.2.2 Projected strategic moves by current players | 第43页 |
| 3.2.3 Changes brought to the competitiveness of the industry by the new venture | 第43-44页 |
| 3.3 Innovations brought to the industry by the new venture | 第44页 |
| 3.3.1 Intellectual property/patents | 第44页 |
| 3.4 Strategy | 第44-47页 |
| 3.4.1 Sources of differentiation and competitive advantage | 第44-47页 |
| 3.5 Ethics and sustainability | 第47-48页 |
| Chapter 4 The company and team | 第48-54页 |
| 4.1 Legal Structure | 第48-51页 |
| 4.2 Ownership | 第51页 |
| 4.3 rganigram | 第51-52页 |
| 4.4 The Advisory board | 第52-54页 |
| Chapter 5 Marketing plan | 第54-65页 |
| 5.1 Identification of customers | 第54-56页 |
| 5.2 Number of potential customers and potential sales revenues | 第56-57页 |
| 5.3 Requirements of various customer segments | 第57-59页 |
| 5.3.1 Importance of purchase convenience, rapid delivery, product customization, etcfor these segments | 第57-58页 |
| 5.3.2 Ways to effectively access each segment, distributors, a captive sales force, e-commerce, etc | 第58-59页 |
| 5.4 Appropriate sales and promotion approaches | 第59-61页 |
| 5.5 Analysis of how purchase decisions are made, and how/if this behavior can bechanged | 第61-63页 |
| 5.6 Customer price sensitivity/ Cost of acquiring and retaining customers | 第63页 |
| 5.7 Strengths and weaknesses of competitors and ways that competitors are likely toreact when the company enters the market | 第63-65页 |
| Chapter 6 Operating and Financial plans | 第65-80页 |
| 6.1 | 第65-71页 |
| 6.1.1 Supplier relationships | 第65-66页 |
| 6.1.2 Inventory required | 第66-67页 |
| 6.1.3. Manufacturing/service provision | 第67-69页 |
| 6.1.4 In-house/outsourced operations | 第69-71页 |
| 6.2 Financial plan | 第71-78页 |
| 6.2.1 Cost calculations | 第71-74页 |
| 6.2.2 Projected Break Even Point | 第74-75页 |
| 6.2.3 Projected Cash flows | 第75-76页 |
| 6.2.4 Analysis of risk, present value,IRR,etc | 第76-78页 |
| 6.2.5 Analysis of possible scenarios and probability of occurrence | 第78页 |
| 6.3 Contingency plans (linked to scenarios in 6.2.5) | 第78-80页 |
| 6.3.1 Triggers/thresholds to change courses | 第78-80页 |
| Chapter 7 Conclusions | 第80-82页 |
| 7.1 Main research conclusions | 第80页 |
| 7.2 Limitations and future research directions | 第80-82页 |
| Bibliography | 第82-86页 |
