The farm-based entrepreneur’s marketing mix: a case study from the local food sector

Stine Alm Hersleth is a doctoral student at the Norwegian food research institute; NOFIMA, in the Department of Innovation, Consumer and Sensory Science. She has an MSc degree in Food Science and experience in the field of knowledge transfer, practical training and innovation practices in food SME’s and micro-sized food entrepreneurs. Her research focuses on small-scale entrepreneurship in farm-based industries, entrepreneurial learning and entrepreneurial marketing practices.

Elin Kubberød is a Professor in Entrepreneurship and Innovation at the School of Economics and Business at the Norwegian University of Life Science, NMBU. Her research field includes entrepreneurial learning in unique contexts, entrepreneurship education, small-scale entrepreneurship in agricultural industries, immigrant entrepreneurship and women high-tech entrepreneurship. She has also interest in studying marketing practices of start-ups and small businesses.

Antje Gonera is a senior scientist at the Norwegian food research institute; NOFIMA, in the Department of Innovation, Consumer and Sensory Science, and leads the strategic research program on innovation in the food industry. After her MSc degree in Food Science from Germany, she obtained a PhD in Food Science in Germany and Japan. Dr Gonera previously has had international roles in the consumer goods industry, biotechnology and consulting. Her research focus is on the implementation and understanding of the use of design thinking, user focus and agile innovation methods in transdisciplinary academia-industry research collaborations.