{"id":"https://openalex.org/W7166183615","doi":"https://doi.org/10.5281/zenodo.20801439","title":"Strategic Diversification: A Path to New Market Leadership for Britannia Industries Ltd","display_name":"Strategic Diversification: A Path to New Market Leadership for Britannia Industries Ltd","publication_year":2026,"publication_date":"2026-06-22","ids":{"openalex":"https://openalex.org/W7166183615","doi":"https://doi.org/10.5281/zenodo.20801439"},"language":"ang","primary_location":{"id":"doi:10.5281/zenodo.20801439","doi":"https://doi.org/10.5281/zenodo.20801439","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.20801439","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Journal"},"volume":null,"type":"other","is_traditional":false,"indexed_in":["datacite"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://doi.org/10.5281/zenodo.20801439","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5128159166","display_name":"Diya Devadiga","orcid":"https://orcid.org/0009-0003-0533-4499","observed_orcids":["https://orcid.org/0009-0003-0533-4499"]},"institutions":[{"id":"https://openalex.org/I4405259281","display_name":"Poornaprajna Institute of Management","ror":"https://ror.org/020rj4143","country_code":"IN","type":"education","lineage":["https://openalex.org/I4405259281"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Diya Devadiga","raw_affiliation_strings":["MBA Scholar, Poornaprajna Institute of Management, Udupi - 576101, India"],"raw_orcid":"https://orcid.org/0009-0003-0533-4499","affiliations":[{"raw_affiliation_string":"MBA Scholar, Poornaprajna Institute of Management, Udupi - 576101, India","institution_ids":["https://openalex.org/I4405259281"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5042518168","display_name":"P. S. Aithal","orcid":"https://orcid.org/0000-0002-4691-8736","observed_orcids":["https://orcid.org/0000-0002-4691-8736"]},"institutions":[{"id":"https://openalex.org/I4405259281","display_name":"Poornaprajna Institute of Management","ror":"https://ror.org/020rj4143","country_code":"IN","type":"education","lineage":["https://openalex.org/I4405259281"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"P. S. Aithal","raw_affiliation_strings":["Professor, Poornaprajna Institute of Management, Udupi - 576101, India"],"raw_orcid":"https://orcid.org/0000-0002-4691-8736","affiliations":[{"raw_affiliation_string":"Professor, Poornaprajna Institute of Management, Udupi - 576101, India","institution_ids":["https://openalex.org/I4405259281"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4405259281"],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13151","display_name":"Business Strategies and Innovation","score":0.9984999895095825,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13151","display_name":"Business Strategies and Innovation","score":0.9984999895095825,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13137","display_name":"Strategic Planning and Analysis","score":0.0008999999845400453,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.0003000000142492354,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/business-diversification","display_name":"business diversification","score":0.7950000166893005},{"id":"https://openalex.org/keywords/food-industry","display_name":"food industry","score":0.6069999933242798},{"id":"https://openalex.org/keywords/market-leadership","display_name":"market leadership","score":0.6499999761581421},{"id":"https://openalex.org/keywords/health-food","display_name":"health foods","score":0.6240000128746033},{"id":"https://openalex.org/keywords/functional-foods","display_name":"functional foods","score":0.8370000123977661},{"id":"https://openalex.org/keywords/direct-to-consumer","display_name":"direct-to-consumer","score":0.8859999775886536},{"id":"https://openalex.org/keywords/digital-transformation","display_name":"digital transformation","score":0.9769999980926514},{"id":"https://openalex.org/keywords/business-risk","display_name":"business risk","score":0.39899998903274536},{"id":"https://openalex.org/keywords/consumer-trends","display_name":"consumer trends","score":0.4650000035762787},{"id":"https://openalex.org/keywords/competitive-advantage","display_name":"competitive advantage","score":0.5230000019073486},{"id":"https://openalex.org/keywords/fast-moving-consumer-goods","display_name":"fast-moving consumer goods","score":0.49300000071525574}],"concepts":[{"id":"https://openalex.org/C180916674","wikidata":"https://www.wikidata.org/wiki/Q3711935","display_name":"Diversification (marketing strategy)","level":2,"score":0.659500002861023},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6140000224113464},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.57669997215271},{"id":"https://openalex.org/C195487862","wikidata":"https://www.wikidata.org/wiki/Q850210","display_name":"Revenue","level":2,"score":0.49889999628067017},{"id":"https://openalex.org/C40700","wikidata":"https://www.wikidata.org/wiki/Q1411783","display_name":"Industrial organization","level":1,"score":0.4616999924182892},{"id":"https://openalex.org/C2780821815","wikidata":"https://www.wikidata.org/wiki/Q5340806","display_name":"Portfolio","level":2,"score":0.45159998536109924},{"id":"https://openalex.org/C58546491","wikidata":"https://www.wikidata.org/wiki/Q1150207","display_name":"Competitive advantage","level":2,"score":0.44359999895095825},{"id":"https://openalex.org/C179036041","wikidata":"https://www.wikidata.org/wiki/Q1901028","display_name":"Market analysis","level":2,"score":0.427700012922287},{"id":"https://openalex.org/C86275758","wikidata":"https://www.wikidata.org/wiki/Q376657","display_name":"Strategic management","level":2,"score":0.41339999437332153},{"id":"https://openalex.org/C16051113","wikidata":"https://www.wikidata.org/wiki/Q828814","display_name":"Market share","level":2,"score":0.40610000491142273},{"id":"https://openalex.org/C125308379","wikidata":"https://www.wikidata.org/wiki/Q363057","display_name":"Market segmentation","level":2,"score":0.3910999894142151},{"id":"https://openalex.org/C74196892","wikidata":"https://www.wikidata.org/wiki/Q7781188","display_name":"Thematic analysis","level":3,"score":0.38989999890327454},{"id":"https://openalex.org/C2777648813","wikidata":"https://www.wikidata.org/wiki/Q2508647","display_name":"Market penetration","level":2,"score":0.3537999987602234},{"id":"https://openalex.org/C27564746","wikidata":"https://www.wikidata.org/wiki/Q913709","display_name":"Market research","level":2,"score":0.3515999913215637},{"id":"https://openalex.org/C48243021","wikidata":"https://www.wikidata.org/wiki/Q932522","display_name":"Strategic planning","level":2,"score":0.34310001134872437},{"id":"https://openalex.org/C127576917","wikidata":"https://www.wikidata.org/wiki/Q624630","display_name":"Competitor analysis","level":2,"score":0.33250001072883606},{"id":"https://openalex.org/C126082660","wikidata":"https://www.wikidata.org/wiki/Q4252370","display_name":"Digital transformation","level":2,"score":0.3319999873638153},{"id":"https://openalex.org/C2776950860","wikidata":"https://www.wikidata.org/wiki/Q2914681","display_name":"Originality","level":3,"score":0.3212999999523163},{"id":"https://openalex.org/C2777328224","wikidata":"https://www.wikidata.org/wiki/Q198981","display_name":"Target market","level":2,"score":0.3208000063896179},{"id":"https://openalex.org/C4216890","wikidata":"https://www.wikidata.org/wiki/Q815823","display_name":"Business model","level":2,"score":0.31700000166893005},{"id":"https://openalex.org/C91306197","wikidata":"https://www.wikidata.org/wiki/Q45767","display_name":"Competition (biology)","level":2,"score":0.31209999322891235},{"id":"https://openalex.org/C134632028","wikidata":"https://www.wikidata.org/wiki/Q6134482","display_name":"Sustainable growth rate","level":2,"score":0.3061000108718872},{"id":"https://openalex.org/C198082294","wikidata":"https://www.wikidata.org/wiki/Q3399648","display_name":"Position (finance)","level":2,"score":0.3012000024318695},{"id":"https://openalex.org/C66204764","wikidata":"https://www.wikidata.org/wiki/Q219416","display_name":"Sustainability","level":2,"score":0.3001999855041504},{"id":"https://openalex.org/C196276664","wikidata":"https://www.wikidata.org/wiki/Q121716","display_name":"First-mover advantage","level":2,"score":0.28600001335144043},{"id":"https://openalex.org/C87156501","wikidata":"https://www.wikidata.org/wiki/Q7268708","display_name":"Qualitative property","level":2,"score":0.2667999863624573},{"id":"https://openalex.org/C121087249","wikidata":"https://www.wikidata.org/wiki/Q546395","display_name":"Emerging markets","level":2,"score":0.26159998774528503},{"id":"https://openalex.org/C2779696404","wikidata":"https://www.wikidata.org/wiki/Q6770823","display_name":"Market orientation","level":2,"score":0.25949999690055847},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.258899986743927},{"id":"https://openalex.org/C176632266","wikidata":"https://www.wikidata.org/wiki/Q7621836","display_name":"Strategic fit","level":3,"score":0.25690001249313354},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.2531999945640564}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.5281/zenodo.20801439","doi":"https://doi.org/10.5281/zenodo.20801439","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.20801439","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Journal"},{"id":"doi:10.5281/zenodo.20801440","doi":"https://doi.org/10.5281/zenodo.20801440","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.20801440","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Journal"}],"best_oa_location":{"id":"doi:10.5281/zenodo.20801439","doi":"https://doi.org/10.5281/zenodo.20801439","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.20801439","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Journal"},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/9","score":0.6773999929428101,"display_name":"Industry, innovation and infrastructure"},{"id":"https://metadata.un.org/sdg/2","score":0.40450000762939453,"display_name":"Zero hunger"}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W7171371096","https://openalex.org/W4411315481","https://openalex.org/W4234809284","https://openalex.org/W7097705718","https://openalex.org/W7140006033","https://openalex.org/W4404322485","https://openalex.org/W7201009044","https://openalex.org/W7217932982","https://openalex.org/W4400938932","https://openalex.org/W1967453814"],"abstract_inverted_index":{"Purpose:":[0],"The":[1,43,145,168,219,294],"purpose":[2],"of":[3,322],"this":[4],"case":[5],"study":[6,44,74,243,277],"is":[7],"to":[8,19,28,62,104,131,159],"examine":[9],"the":[10,24,153,157,276,283,317],"strategic":[11,247,301],"challenges":[12],"faced":[13],"by":[14,202],"Britannia":[15],"Industries":[16],"Ltd.":[17],"due":[18],"its":[20],"heavy":[21],"dependence":[22,151],"on":[23,46,81,152],"biscuit":[25,154],"segment":[26],"and":[27,39,58,67,85,100,108,125,137,164,182,191,205,215,226,235,257,272,303,313],"propose":[29],"a":[30,76,196,224,261,286,290,305],"diversification":[31,172],"strategy":[32,200],"that":[33,148,171,249],"supports":[34],"sustainable":[35,231,306],"growth,":[36,232],"enhanced":[37],"competitiveness,":[38],"long-term":[40,310],"market":[41,135,160,213,237,314],"leadership.":[42],"focuses":[45],"identifying":[47],"opportunities":[48],"in":[49,316],"health-focused":[50],"foods,":[51,175,181],"premium":[52,179],"convenience":[53,180],"products,":[54,178],"value-added":[55,183],"dairy":[56,184],"segments,":[57],"digital":[59,206,217,255],"transformation":[60],"initiatives":[61],"reduce":[63,192],"business":[64,193,288],"concentration":[65],"risk":[66],"strengthen":[68,209],"future":[69,139],"growth":[70,140],"prospects.":[71],"Methodology:":[72],"This":[73,242],"adopts":[75],"qualitative":[77],"research":[78],"approach":[79,307],"based":[80],"secondary":[82],"data":[83],"analysis":[84,169],"thematic":[86],"evaluation.":[87],"Data":[88],"were":[89,129],"collected":[90],"from":[91,285],"academic":[92],"literature,":[93],"industry":[94,110],"reports,":[95,99],"company":[96,158,284],"publications,":[97],"annual":[98],"relevant":[101],"studies":[102],"related":[103],"diversification,":[105,252],"consumer":[106,166],"behaviour,":[107],"food":[109,292],"trends.":[111],"Strategic":[112],"tools":[113],"such":[114],"as":[115],"SWOC":[116],"Analysis,":[117,119,122],"ABCD":[118],"Consumer":[120],"Trend":[121],"Competitor":[123],"Benchmarking,":[124],"Segmentation-Targeting-Positioning":[126],"(STP)":[127],"Analysis":[128],"employed":[130],"assess":[132],"Britannia\u2019s":[133,149,266],"current":[134],"position":[136],"identify":[138],"opportunities.":[141],"Results":[142],"&":[143,240],"Analysis:":[144],"findings":[146],"indicate":[147],"significant":[150],"category":[155],"exposes":[156],"saturation,":[161],"competitive":[162,311],"pressures,":[163],"changing":[165],"preferences.":[167],"suggests":[170],"into":[173,289],"health-oriented":[174],"NutriChoice-based":[176],"functional":[177],"offerings":[185],"can":[186,208],"create":[187],"new":[188],"revenue":[189],"streams":[190],"risk.":[194],"Furthermore,":[195],"phased":[197],"Direct-to-Consumer":[198],"(D2C)":[199],"supported":[201],"data-driven":[203],"marketing":[204],"engagement":[207],"customer":[210],"relationships,":[211],"improve":[212],"responsiveness,":[214],"enhance":[216],"competitiveness.":[218],"proposed":[220,295],"implementation":[221],"framework":[222,248,296],"demonstrates":[223],"practical":[225,279],"feasible":[227],"pathway":[228],"for":[229,281,300,308],"achieving":[230,309],"operational":[233,258],"efficiency,":[234],"stronger":[236],"presence.":[238],"Originality":[239],"Value:":[241],"presents":[244],"an":[245],"integrated":[246],"combines":[250],"portfolio":[251],"consumer-centric":[253],"innovation,":[254],"transformation,":[256],"sustainability":[259],"within":[260],"single":[262],"roadmap.":[263],"By":[264],"leveraging":[265],"established":[267],"brand":[268],"equity,":[269],"manufacturing":[270],"capabilities,":[271],"extensive":[273],"distribution":[274],"network,":[275],"offers":[278],"recommendations":[280],"transforming":[282],"biscuit-centric":[287],"diversified":[291],"enterprise.":[293],"contributes":[297],"valuable":[298],"insights":[299],"decision-making":[302],"provides":[304],"advantage":[312],"leadership":[315],"evolving":[318],"FMCG":[319],"sector.":[320],"Type":[321],"Paper:":[323],"Exploratory":[324],"Research":[325],"Case":[326],"Study":[327]},"counts_by_year":[],"updated_date":"2026-10-08T09:06:37.294493","created_date":"2026-06-27T00:00:00"}