\\n\\n
Released this past November, the list is based on data collected from the Web of Science and highlights some of the world’s most influential scientific minds by naming the researchers whose publications over the previous decade have included a high number of Highly Cited Papers placing them among the top 1% most-cited.
\\n\\nWe wish to congratulate all of the researchers named and especially our authors on this amazing accomplishment! We are happy and proud to share in their success!
Note: Edited in March 2021
\\n"}]',published:!0,mainMedia:{caption:"Highly Cited",originalUrl:"/media/original/117"}},components:[{type:"htmlEditorComponent",content:'IntechOpen is proud to announce that 191 of our authors have made the Clarivate™ Highly Cited Researchers List for 2020, ranking them among the top 1% most-cited.
\n\nThroughout the years, the list has named a total of 261 IntechOpen authors as Highly Cited. Of those researchers, 69 have been featured on the list multiple times.
\n\n\n\nReleased this past November, the list is based on data collected from the Web of Science and highlights some of the world’s most influential scientific minds by naming the researchers whose publications over the previous decade have included a high number of Highly Cited Papers placing them among the top 1% most-cited.
\n\nWe wish to congratulate all of the researchers named and especially our authors on this amazing accomplishment! We are happy and proud to share in their success!
Note: Edited in March 2021
\n'}],latestNews:[{slug:"webinar-introduction-to-open-science-wednesday-18-may-1-pm-cest-20220518",title:"Webinar: Introduction to Open Science | Wednesday 18 May, 1 PM CEST"},{slug:"step-in-the-right-direction-intechopen-launches-a-portfolio-of-open-science-journals-20220414",title:"Step in the Right Direction: IntechOpen Launches a Portfolio of Open Science Journals"},{slug:"let-s-meet-at-london-book-fair-5-7-april-2022-olympia-london-20220321",title:"Let’s meet at London Book Fair, 5-7 April 2022, Olympia London"},{slug:"50-books-published-as-part-of-intechopen-and-knowledge-unlatched-ku-collaboration-20220316",title:"50 Books published as part of IntechOpen and Knowledge Unlatched (KU) Collaboration"},{slug:"intechopen-joins-the-united-nations-sustainable-development-goals-publishers-compact-20221702",title:"IntechOpen joins the United Nations Sustainable Development Goals Publishers Compact"},{slug:"intechopen-signs-exclusive-representation-agreement-with-lsr-libros-servicios-y-representaciones-s-a-de-c-v-20211123",title:"IntechOpen Signs Exclusive Representation Agreement with LSR Libros Servicios y Representaciones S.A. de C.V"},{slug:"intechopen-expands-partnership-with-research4life-20211110",title:"IntechOpen Expands Partnership with Research4Life"},{slug:"introducing-intechopen-book-series-a-new-publishing-format-for-oa-books-20210915",title:"Introducing IntechOpen Book Series - A New Publishing Format for OA Books"}]},book:{item:{type:"book",id:"9020",leadTitle:null,fullTitle:"Food Processing",title:"Food Processing",subtitle:null,reviewType:"peer-reviewed",abstract:"In view of the continuous evolution that is taking place in the field of food processing, this book aims to devise the most comprehensive presentation of up-to-date information in the specialized literature to improve existing knowledge. The chapters in this book have been divided into four sections. Section 1—Food Technologies in Food Processing—presents current technological processes used in food processing. Section 2—Quality of Raw Materials in Food Processing—presents the importance of the quality of raw materials used in food processing. Section 3—Treatments Used in Food Processing—presents the latest trends in treatments used in food processing. Section 4—Factors That Influence Food Processing—presents current information on the factors that influence food processing from the raw material to the packaging used.",isbn:"978-1-78985-894-5",printIsbn:"978-1-78985-893-8",pdfIsbn:"978-1-83880-375-9",doi:"10.5772/intechopen.82985",price:119,priceEur:129,priceUsd:155,slug:"food-processing",numberOfPages:218,isOpenForSubmission:!1,isInWos:null,isInBkci:!1,hash:"4ec2cdd3d6127695e24ca587a854e6a9",bookSignature:"Romina Alina Marc, Antonio Valero Díaz and Guiomar Denisse Posada Izquierdo",publishedDate:"May 6th 2020",coverURL:"https://cdn.intechopen.com/books/images_new/9020.jpg",numberOfDownloads:9530,numberOfWosCitations:6,numberOfCrossrefCitations:7,numberOfCrossrefCitationsByBook:0,numberOfDimensionsCitations:16,numberOfDimensionsCitationsByBook:0,hasAltmetrics:1,numberOfTotalCitations:29,isAvailableForWebshopOrdering:!0,dateEndFirstStepPublish:"June 3rd 2019",dateEndSecondStepPublish:"September 4th 2019",dateEndThirdStepPublish:"November 3rd 2019",dateEndFourthStepPublish:"January 22nd 2020",dateEndFifthStepPublish:"March 22nd 2020",currentStepOfPublishingProcess:5,indexedIn:"1,2,3,4,5,6",editedByType:"Edited by",kuFlag:!1,featuredMarkup:null,editors:[{id:"275077",title:"Dr.Ing.",name:"Romina Alina",middleName:null,surname:"Marc",slug:"romina-alina-marc",fullName:"Romina Alina Marc",profilePictureURL:"https://mts.intechopen.com/storage/users/275077/images/system/275077.jpeg",biography:'Romina Alina Marc has completed her Ph.D. (Agronomy) in 2015 at the University of Agricultural Sciences and Veterinary Medicine (UASVM) of Cluj-Napoca, Romania. She is PhD Eng., Lecturer and she is responsible for the research activity in the Vegetable food quality control, Rheology in the food industry, Quality management systems and Food safety of the Faculty of Food Science and Technology, UASVM Cluj-Napoca. She has published 40 research articles on the development of innovative food products, food safety and bioactive compound traceability during processing in reputed journals, 36 international conferences, 9 patent applications, 3 chapters in international books, and 1 scientific book. She was responsible for 7 research projects, member in 7 research projects, won 2 national awards and 70 international awards. He is the publisher of an international book "Food Processing", 2020, IntechOpen Publishing House, ISBN 978-1-78985-894-5. Member in professional associations: Slow Food International; Association of Food Industry Specialists in Romania (ASIAR), from education, research and production; Association of Specialists in Milling and Baking in Romania.',institutionString:"University of Agricultural Sciences and Veterinary Medicine of Cluj-Napoca",position:null,outsideEditionCount:0,totalCites:0,totalAuthoredChapters:"3",totalChapterViews:"0",totalEditedBooks:"1",institution:{name:"University of Agricultural Sciences and Veterinary Medicine of Cluj-Napoca",institutionURL:null,country:{name:"Romania"}}}],equalEditorOne:null,equalEditorTwo:null,equalEditorThree:null,coeditorOne:{id:"232871",title:"Dr.",name:"Antonio",middleName:null,surname:"Valero Díaz",slug:"antonio-valero-diaz",fullName:"Antonio Valero Díaz",profilePictureURL:"https://mts.intechopen.com/storage/users/232871/images/system/232871.jpg",biography:"Prof. Antonio Valero has obtained a Degree in Biology and PhD in Food Science and Technology at the University of Cordoba. He has currently more than 10 years experienced managing projects, training courses, academic teaching and events in food and related sectors. He has participated in different national and international research projects related to predictive modelling and risk assessment. His research activity is widely shown as he has published over 70 peer reviewed papers and book chapters mainly related to application of predictive models in foods, microbial risk assessment and management and derivation of microbiological criteria in selected foods. Additionally, he has presented more than 100 communications in different congresses and symposia since 2003.",institutionString:"University of Cordoba",position:null,outsideEditionCount:0,totalCites:0,totalAuthoredChapters:"1",totalChapterViews:"0",totalEditedBooks:"1",institution:{name:"University of Córdoba",institutionURL:null,country:{name:"Spain"}}},coeditorTwo:{id:"176615",title:"Prof.",name:"Guiomar Denisse",middleName:null,surname:"Posada Izquierdo",slug:"guiomar-denisse-posada-izquierdo",fullName:"Guiomar Denisse Posada Izquierdo",profilePictureURL:"https://mts.intechopen.com/storage/users/176615/images/system/176615.jpg",biography:"Prof. Guiomar Denisse Posada Izquierdo completed her degree in Agronomic Engineering in 2006, her agrifood master in 2007, and received her PhD in Food Science and Technology from the University of Córdoba, Spain, in 2013, where she currently works in the Department of Food Science and Technology. She has more than 12 years’ experience participating in the food quality and safety field together with training courses, academic teaching, and participation in food-related events. Guiomar Denisse Posada has been involved in different national and international research projects related to predictive modeling and risk assessment (development of a common structure for microbiological risk assessment and management in minimally processed and ready-to-eat foods: application in vegetables products, and selection of fit-for-purpose sampling procedures for specific foods and risks, BASELINE, COST Action 920). She has been trained and specializes in disinfection treatments and processing control of vegetable foods thanks to different pre- and post-doctoral stays at prestigious institutions such as the Department of Food Science and Human Nutrition, Michigan State University (USA), University of Ghent (Belgium), and the Spanish Research Council (CEBAS-CSIC and IG-CSIC). Her publications include more than 30 peer-reviewed papers and book chapters related to the application of predictive models in foods, microbial risk assessment and management, decontamination technologies in vegetables, and food shelf-life. Additionally, she has presented more than 50 communications in different conferences and symposia since 2006. She participated in the organizing committee of the last ICPMF10 conference held in Córdoba (September 2017). Currently, Guiomar Denisse Posada holds a position at the Department of Food Science and Technology (University of Córdoba). She has wide experience (8+ years) in academic teaching within the food science and technology and veterinary degrees.",institutionString:"University of Cordoba",position:null,outsideEditionCount:0,totalCites:0,totalAuthoredChapters:"1",totalChapterViews:"0",totalEditedBooks:"0",institution:null},coeditorThree:null,coeditorFour:null,coeditorFive:null,topics:[{id:"334",title:"Food Engineering",slug:"food-science-food-engineering"}],chapters:[{id:"71728",title:"Introductory Chapter: A Global Presentation on Trends in Food Processing",doi:"10.5772/intechopen.91947",slug:"introductory-chapter-a-global-presentation-on-trends-in-food-processing",totalDownloads:921,totalCrossrefCites:0,totalDimensionsCites:1,hasAltmetrics:0,abstract:null,signatures:"Romina Alina Marc",downloadPdfUrl:"/chapter/pdf-download/71728",previewPdfUrl:"/chapter/pdf-preview/71728",authors:[{id:"275077",title:"Dr.Ing.",name:"Romina Alina",surname:"Marc",slug:"romina-alina-marc",fullName:"Romina Alina Marc"}],corrections:null},{id:"70263",title:"Olive Processing: Influence of Some Crucial Phases on the Final Quality of Olive Oil",doi:"10.5772/intechopen.88888",slug:"olive-processing-influence-of-some-crucial-phases-on-the-final-quality-of-olive-oil",totalDownloads:658,totalCrossrefCites:0,totalDimensionsCites:1,hasAltmetrics:0,abstract:"The extra virgin olive oil (EVOO) chemical and sensory characteristics depend on several factors such as the environment, the genetic matrix, stage of olive ripeness, phytosanitary conditions of olive, time and way of olive storage before transformation, and technological features of olive mill. In this chapter, the time of olive storage and two different types of extraction equipment are taken into account to deep understand their impact on chemical and sensory profile of EVOO. The knowledge of how these factors act will allow to manage the production chain adequately and to act on the various steps in order to improve the quality of EVOO. The sensory modifications of olive oils processed with two different types of extraction system during the storage were also evaluated.",signatures:"Lucia Morrone, Annalisa Rotondi, Francesca Rapparini and Gianpaolo Bertazza",downloadPdfUrl:"/chapter/pdf-download/70263",previewPdfUrl:"/chapter/pdf-preview/70263",authors:[{id:"155937",title:"Dr.",name:"Rotondi",surname:"Annalisa",slug:"rotondi-annalisa",fullName:"Rotondi Annalisa"},{id:"309969",title:"Dr.",name:"Lucia",surname:"Morrone",slug:"lucia-morrone",fullName:"Lucia Morrone"},{id:"309970",title:"Dr.",name:"Francesca",surname:"Rapparini",slug:"francesca-rapparini",fullName:"Francesca Rapparini"},{id:"309971",title:"Dr.",name:"Gianpaolo",surname:"Bertazza",slug:"gianpaolo-bertazza",fullName:"Gianpaolo Bertazza"}],corrections:null},{id:"70909",title:"Powder Technology",doi:"10.5772/intechopen.90715",slug:"powder-technology",totalDownloads:740,totalCrossrefCites:1,totalDimensionsCites:1,hasAltmetrics:0,abstract:"Combining two or more granular or powder ingredients requires a suitable mixing process, which can be either free or random flow with no attraction forces between the particles or interactive or orderly with the presence of large active particles that attract others forming stable clumps. Food systems have very complex properties that make it difficult to standardize the mixing process. In order to achieve an efficient mixture, diffusive and convective mechanisms must be combined, and its success is achieved with a predominance of homogenization over segregation. Powder products are typically used in industry as dispersion in a liquid and should have some properties such as good wettability, water incorporation, flowability, and instantization. To work with powder products, it is necessary to make determinations such as density, particle size, texture, and compaction force, among others. All these physical properties affect and determine the behavior of powdered products during storage, handling, and processing.",signatures:"Suzana Caetano da Silva Lannes and Maria Elena Del Dolores Bernal Gómez",downloadPdfUrl:"/chapter/pdf-download/70909",previewPdfUrl:"/chapter/pdf-preview/70909",authors:[{id:"160554",title:"Dr.",name:"Suzana",surname:"Lannes",slug:"suzana-lannes",fullName:"Suzana Lannes"},{id:"315472",title:"Dr.",name:"Maria Elena",surname:"Bernal Gómez",slug:"maria-elena-bernal-gomez",fullName:"Maria Elena Bernal Gómez"}],corrections:null},{id:"71519",title:"Valorization of the Seeds (Almonds and Oil) of the Spontaneous Argan of Tindouf and the Other Experimental Domesticated Argan of Mostaganem in Algeria",doi:"10.5772/intechopen.91655",slug:"valorization-of-the-seeds-almonds-and-oil-of-the-spontaneous-argan-of-tindouf-and-the-other-experime",totalDownloads:609,totalCrossrefCites:1,totalDimensionsCites:1,hasAltmetrics:0,abstract:"The aim of the research was to determine the phytochemical and parameters of argan oil and almonds. We are interested in following the formation of volatile compounds in argan oil and also the determination of antioxidants; the purpose was mainly to identify and quantify the antioxidants to meet this objective, two samples of argan oil from the almonds of Tindouf taxa and Mostaganem taxa. The results show that the argan rich in phenolic compounds deserve to be exploited as much as nutritional and pharmaceutical supplements because of their antioxidant properties, which can surely contribute to the safeguarding of the argan tree.",signatures:"Benaouf Zohra, Djorf Oussama, Jaradat Chawkat and Kechairi Reda",downloadPdfUrl:"/chapter/pdf-download/71519",previewPdfUrl:"/chapter/pdf-preview/71519",authors:[{id:"214556",title:"Dr.",name:"Zohra",surname:"Benaouf",slug:"zohra-benaouf",fullName:"Zohra Benaouf"}],corrections:null},{id:"68361",title:"Microbiological Quality of Chicken Meat Fed with Olive Leaves (Olea europaea L.)",doi:"10.5772/intechopen.88336",slug:"microbiological-quality-of-chicken-meat-fed-with-olive-leaves-em-olea-europaea-em-l-",totalDownloads:707,totalCrossrefCites:0,totalDimensionsCites:0,hasAltmetrics:0,abstract:"This study evaluated the antimicrobial activity of olive leaves in vitro and meat chicken fed with percentages of 5 and 10 g of olive leaves for each kg feed. This is justified by the relevance of obtained safe products, with emphasis on the use of natural additives. The olive leaves presented antibacterial activity in all tested bacteria. For the bacteria Yersinia enterocolitica, Escherichia coli, and Shigella, the minimal inhibitory concentration varied from 0.6 to 1.5 mg/ml. The treatment with an addition of olive leaves showed better microbiological stability of the thighs and drumsticks of chickens than treatment without an addition of olive leaves. The use of 5 g/kg diet inhibited the growth of Staphylococcus aureus and aerobic psychrotrophic and aerobic mesophilic, while the use of 10 g/kg of diet inhibited the growth of Enterococcus spp., lactic bacteria, thermotolerant coliforms, Pseudomonas, Clostridium perfringens, and Escherichia coli.",signatures:"Cristiane Marangoni, Alexandre José Cichoski and Juliano Smanioto Barin",downloadPdfUrl:"/chapter/pdf-download/68361",previewPdfUrl:"/chapter/pdf-preview/68361",authors:[{id:"303164",title:"Dr.",name:"Cristiane",surname:"Marangoni",slug:"cristiane-marangoni",fullName:"Cristiane Marangoni"},{id:"303762",title:"Dr.",name:"Alexandre",surname:"Cichoski",slug:"alexandre-cichoski",fullName:"Alexandre Cichoski"},{id:"303763",title:"Dr.",name:"Juliano",surname:"Barin",slug:"juliano-barin",fullName:"Juliano Barin"}],corrections:null},{id:"68834",title:"Autochthonous Breeds of Republic of Serbia and Valuation in Food Industry: Opportunities and Challenges",doi:"10.5772/intechopen.88900",slug:"autochthonous-breeds-of-republic-of-serbia-and-valuation-in-food-industry-opportunities-and-challeng",totalDownloads:516,totalCrossrefCites:0,totalDimensionsCites:1,hasAltmetrics:0,abstract:"Climate change and the emergence of new animal diseases emphasize the need to maintain and conserve plant and animal resources because of their adaptive capacity. For hundreds of millions of poor rural households, livestock production and crop farming are a key resource for life. Livestock production has great contribution and is vitally important for the life and safety of crop production. Conservation of animal genetic resources is not easy and simple, but it is of concern that in the past some animal genetic resources have been lost before their characterization and their genetic potential has not been studied. It is known that with the loss of a single breed or strain, the genetic diversity contained within also disappears. That is why it is necessary to continuously work on the conservation of animal genetic resources using various methods of conservation. The preservation and improvement of livestock production and animal genetic diversity, the preservation and the development of locally adapted (autochthonous) new breeds, as well as the preservation of genetically diverse populations provide society with a greater range of options to meet future challenges and further develop agriculture.",signatures:"Čedomir Radović, Milica Petrović, Marija Gogić, Dragan Radojković, Vladimir Živković, Nenad Stoiljković and Radomir Savić",downloadPdfUrl:"/chapter/pdf-download/68834",previewPdfUrl:"/chapter/pdf-preview/68834",authors:[{id:"290251",title:"Dr.",name:"Cedomir",surname:"Radovic",slug:"cedomir-radovic",fullName:"Cedomir Radovic"},{id:"290252",title:"Dr.",name:"Radomir",surname:"Savic",slug:"radomir-savic",fullName:"Radomir Savic"},{id:"309843",title:"Prof.",name:"Milica",surname:"Petrović",slug:"milica-petrovic",fullName:"Milica Petrović"},{id:"309867",title:"BSc.",name:"Marija",surname:"Gogić",slug:"marija-gogic",fullName:"Marija Gogić"},{id:"309868",title:"Prof.",name:"Dragan",surname:"Radojković",slug:"dragan-radojkovic",fullName:"Dragan Radojković"},{id:"309869",title:"MSc.",name:"Vladimir",surname:"Živković",slug:"vladimir-zivkovic",fullName:"Vladimir Živković"},{id:"309870",title:"MSc.",name:"Nenad",surname:"Stojiljković",slug:"nenad-stojiljkovic",fullName:"Nenad Stojiljković"}],corrections:null},{id:"70818",title:"High Hydrostatic Pressure Treatment of Meat Products",doi:"10.5772/intechopen.90858",slug:"high-hydrostatic-pressure-treatment-of-meat-products",totalDownloads:854,totalCrossrefCites:2,totalDimensionsCites:2,hasAltmetrics:0,abstract:"High hydrostatic pressure (HHP) treatment has been described to improve the microbiological safety and shelf life of ready-to-eat (RTE) meat products, as a nonthermal decontamination technology in the meat industry, applied at pre- or post-packaging. The pathogen widely studied in this product is Listeria monocytogenes that reflects the concern of the food industry. In general, microorganism’s lethality during HHP treatment depends on specific intrinsic factors of the microorganism; those factors are related to food and technological factors of treatment. In addition to processing parameters, intrinsic factors of the food matrix also exert an effect on bacteria inactivation during pressure treatment. It is known that low water activity (aw) protects microorganisms against the effects of pressure. Predictive modelling is an important tool of the novel microbial food safety management strategy that provides with accurate information to demonstrate and guarantee the safety and shelf life of the food products. The chapter describes the effect of parameters on the efficiency of this technology on meat products over pathogens, composition and the sensorial quality consequences. The predictive modelling tool is introduced for the optimisation of meat treatment.",signatures:"Rosa María García-Gimeno and Guiomar Denisse Posada Izquierdo",downloadPdfUrl:"/chapter/pdf-download/70818",previewPdfUrl:"/chapter/pdf-preview/70818",authors:[{id:"35213",title:"Dr.",name:"Rosa María",surname:"García-Gimeno",slug:"rosa-maria-garcia-gimeno",fullName:"Rosa María García-Gimeno"},{id:"315909",title:"Dr.",name:"Guiomar Denisse",surname:"Posada-Izquierdo",slug:"guiomar-denisse-posada-izquierdo",fullName:"Guiomar Denisse Posada-Izquierdo"}],corrections:null},{id:"69428",title:"Gamma Irradiation and High Hydrostatic Pressure Applied to Hamburger Conservation",doi:"10.5772/intechopen.88874",slug:"gamma-irradiation-and-high-hydrostatic-pressure-applied-to-hamburger-conservation",totalDownloads:600,totalCrossrefCites:0,totalDimensionsCites:0,hasAltmetrics:0,abstract:"Human nutrition is an essential process, since it provides the essential nutrients for their development. Animal source foods are rich in protein, amino acids, vitamins, and minerals. And they are subject to contaminants from the raw material to the final consumption. To avoid microbial contamination and deterioration, various technologies are used to ensure their innocuity. These include gamma irradiation and high hydrostatic pressure (HHP), which are nonthermal treatments. Such treatments may reduce the known adverse effects that occur during thermal processing. In meat products, these technologies may induce lipid oxidation, and to limit this process, the addition of synthetic or natural food antioxidants or both are used. This chapter discusses the use of gamma irradiation, high hydrostatic pressure, and application of natural antioxidants in beef hamburger to ensure their quality.",signatures:"Michelle Guimarães Horta, Fabiana Regina Lima, Carlos Alberto Gois Suzart and Poliana Mendes de Souza",downloadPdfUrl:"/chapter/pdf-download/69428",previewPdfUrl:"/chapter/pdf-preview/69428",authors:[{id:"246696",title:"Dr.",name:"Poliana",surname:"Mendes De Souza",slug:"poliana-mendes-de-souza",fullName:"Poliana Mendes De Souza"},{id:"267120",title:"BSc.",name:"Fabiana Regina",surname:"Lima",slug:"fabiana-regina-lima",fullName:"Fabiana Regina Lima"},{id:"301565",title:"M.Sc.",name:"Michelle",surname:"Guimarães Horta",slug:"michelle-guimaraes-horta",fullName:"Michelle Guimarães Horta"},{id:"310805",title:"Dr.",name:"Carlos Alberto",surname:"Gois Suzart",slug:"carlos-alberto-gois-suzart",fullName:"Carlos Alberto Gois Suzart"}],corrections:null},{id:"68406",title:"Importance and Applications of Ultrasonic Technology to Improve Food Quality",doi:"10.5772/intechopen.88523",slug:"importance-and-applications-of-ultrasonic-technology-to-improve-food-quality",totalDownloads:1264,totalCrossrefCites:1,totalDimensionsCites:5,hasAltmetrics:1,abstract:"Nutritional value and quality of food products are very important for a healthy life of human beings. Various modern thermal and nonthermal application technologies such as pulsed light, pulsed electric field, high and low hydrostatic pressure, microwave, and ohmic heating have been used to improve food products characteristics. In recent years, ultrasonic applications have been used for food processing. The ultrasonic is defined as sound waves with a frequency exceeding the human hearing limit. Based on the frequency range of ultrasonic waves, it can be used in many industrial applications including the processing of food. Applications of high-power ultrasonic with low frequency aim to improve the quality of food products. Low-power ultrasonic with high-frequency applications are used for nondestructive quality evaluation of physicochemical properties of food. The most important advantages of ultrasonic technologies are the low cost of food processing, low power consumption, simplicity compared to other technologies, suitability for the treatment of solid and liquid food, and environmental safeness and friendliness, thus becoming a promising technology for monitoring and improving quality of food products. The main objective of this chapter is to provide an overview of the principal and recent applications of ultrasonic waves to improve food product quality.",signatures:"Maged E.A. Mohammed and Mohammed R. Alhajhoj",downloadPdfUrl:"/chapter/pdf-download/68406",previewPdfUrl:"/chapter/pdf-preview/68406",authors:[{id:"147638",title:"Dr.",name:"Maged",surname:"Mohammed",slug:"maged-mohammed",fullName:"Maged Mohammed"},{id:"309353",title:"Prof.",name:"Mohammed",surname:"Alhajhoj",slug:"mohammed-alhajhoj",fullName:"Mohammed Alhajhoj"}],corrections:null},{id:"70102",title:"Effect of Polyethylene Glycol 3350 on the Handling Properties of Low Salt Wheat Dough Formulations",doi:"10.5772/intechopen.90132",slug:"effect-of-polyethylene-glycol-3350-on-the-handling-properties-of-low-salt-wheat-dough-formulations",totalDownloads:542,totalCrossrefCites:0,totalDimensionsCites:0,hasAltmetrics:0,abstract:"The effect of polyethylene glycol (PEG) 3350 addition (3%, flour wt. basis) on the properties of dough made from two Canadian Western Red Spring wheat cultivars (Triticum aestivum L. ‘Harvest’ and ‘Pembina’) differing in dough mixing requirements and dough-handling properties was investigated in a low salt dough formulation (1% NaCl, flour wt. basis). PEG was added for experimental purposes to alter water mobility to better understand underlining mechanisms, however would not be used in real bread formulations. For cultivar Harvest, but not Pembina, dough stickiness was reduced by the addition of PEG. Dough freezable water content decreased with the addition of PEG for both cultivars. Rheological measurements showed that PEG increased dough stiffness as measured by the complex modulus |G*|. Creep measurements indicated that the relative elastic component (Jel) increased whereas maximum deformation (Jmax) decreased with the addition of PEG for cultivar Harvest only. Dough made with a weaker cultivar (Harvest) with the addition of PEG performed similarly to dough made with a stronger cultivar (Pembina) without PEG. Results indicate that in a low sodium environment, availability of water is critically important for controlling a number of properties that relate closely to dough machinability, especially in a weaker wheat cultivar.",signatures:"Andrea K. Stone, Aleksandar Yovchev, Pierre J. Hucl, Martin G. Scanlon and Michael T. Nickerson",downloadPdfUrl:"/chapter/pdf-download/70102",previewPdfUrl:"/chapter/pdf-preview/70102",authors:[{id:"178314",title:"Dr.",name:"Michael",surname:"Nickerson",slug:"michael-nickerson",fullName:"Michael Nickerson"}],corrections:null},{id:"70340",title:"Glycation of Animal Proteins Via Maillard Reaction and Their Bioactivity",doi:"10.5772/intechopen.90373",slug:"glycation-of-animal-proteins-via-maillard-reaction-and-their-bioactivity",totalDownloads:755,totalCrossrefCites:0,totalDimensionsCites:0,hasAltmetrics:0,abstract:"Nowadays there has been an increase in the need to incorporate foods in our diets that have optimal and palatable organoleptic characteristics as well as complex interaction in human biological processes that provide beneficial properties to human health. Animal foods and their by-products are an important source of macro- and micronutrients and also a great protein source; nevertheless the consumption of these products has been decreasing since they have been associated with the generation of chronic degenerative diseases; therefore the food industry has sought to innovate toward the generation of healthier foods. 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An overview on the main degradation mechanisms of meat products is provided as background for the deeper discussions on flexible packaging films’ compositions that is most used for meat packaging. Details on the performance of different sealing materials, gas barrier layers, and structural compositions as well as specific characteristics of packaging such as vacuum bags, shrink barrier bags, thermoforming, vacuum skin, and modified atmosphere packaging are discussed in this chapter serving as building blocks for an optimum packaging design, from food preservation to the final packaging end use. Finally, as part of an evolving world, new packaging trends are discussed, covering consumerism, sustainability, and functionality aspects.",signatures:"Nícolas Mazzola and Claire I.G.L. 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In particular, network coding represents a powerful approach to protect data from losses due to link disconnections and can also allow exploiting the combination of multiple links to deliver data to users with the possibility of recoding at intermediate nodes. This phenomenon will reduce the information congestion at some nodes or links which will improve the network information flow such as to increase network throughput and robustness.
\nThis book attempts to present cutting-edge research in the field of network coding.
\nIn “
In “
In “
In “
Recently, the field of network coding (NC) has attracted intense research focus for its potential in providing enhanced network throughput and reduced network congestions. However, it is challenging to incorporate network coding, into the existing network architecture. This book provides few current research efforts which are supplemented with extensive references to enable researchers for further investigation of network coding applied to communications in wireless and wired networks.
\nThe creation of new companies poses various challenges for most people. However, some fractions face particularly difficult challenges in terms of resources: students, people in developing countries, and refugees.
Over the past years, the number of student entrepreneurs has been increasing [1]. In general, students are provided with a good framework as universities put much effort into supporting them. For example, they offer entrepreneurship programmes and courses or business incubators for entrepreneurs [1] and students can use university resources for little money [1]. However, the support students receive from their universities is not sufficient for founding a start-up and many barriers are faced all the same. Shambare [2] identifies four main barriers that student entrepreneurs are confronted with: lack of entrepreneurial support, lack of exposure to businesses, whereby lack of exposure and lack of entrepreneurial support and equivalent resources pose the most significant barriers. Bailetti [3] mentions two types of barriers: institutional and regional barriers. Student entrepreneurs often are not accepted by society and lack business experience and commercial skills. On the other hand, they face “regulatory, legal, administrative, employment, financial, and partnership burdens” [3]. Sometimes the support of a business expert for receiving funding is required. The access to financial and network resources also presents a challenge as students do not have access to [3]. This is supported by a study conducted by Ruda, Martin, & Danko [4] who identified four clusters regarding the start-up barriers faced by students. In addition to the monetary constraints, they also mention student entrepreneurs have small networks.
Another group facing similar barriers is the group of entrepreneurs in developing countries. It is a common assumption that not much entrepreneurship exists in these countries, but this is not true. Entrepreneurship plays an important role as it helps developing countries to grow and leads to increased innovation and employment [5]. Nevertheless, entrepreneurship in developing countries is more difficult than in developed countries. Entrepreneurs in developing countries often are based in less wealthy locations. Besides, people in developing countries do not receive the same education as people in developing countries, which limits their capabilities to access financial resources and capital [5, 6]. Another barrier is the lack of knowledge about market conditions and requirements [5]. Often, the government even hinders entrepreneurial activities on purpose by setting up high entry barriers in the form of administrative fees as higher tax income can be generated off bigger enterprises [7]. As a consequence, entrepreneurs have to pay large sums for setting up their business or need to go through a very complex and time-consuming administrative process [7], which is very costly and, thus, hinders the establishment of new firms [6]. In comparison to developed countries, developing countries do not have a social security system as tax money is used to pay for essential public goods. Consequently, no public safety net is available, and families need to save and protect their money and even support other family members financially. This complicates investments in new businesses even more [7].
The third group that is examined is the group of refugee entrepreneurs. As the refugee population is continuously growing, the likelihood of refugee enterprises is very high [8]. Meister & Mauer [9] and Embiricos [8] provide a concise summary of the barriers refugee entrepreneurs are facing. Both authors attest refugees lack knowledge about the host country’s culture, language, and ways of doing business, therefore complicating their entrepreneurial aspirations. Resulting from their flight from another country, they do not possess big networks in the host country and often face discrimination by society and economy [8, 9]. Moreover, the insecurity about their asylum status and a denial of their asylum claims ruin all of the investments made [10]. Until this claim is granted by the authorities, it is difficult to get access to financial resources due to low creditworthiness [8, 9]. Labour market regulations and legal frameworks directed at asylum seekers make the foundation of a business a time-consuming matter, too [10]. Similar to entrepreneurs in developing countries, refugees save money to support their families, resulting in the limitation of financial resources to be used for founding a business [10].
Even though the investigated groups seem to be very different from each other, it appears that they are similar with regards to the challenges faced when intending to found a business related to resources.
This leads to the research question, what can be done to detect tools and approaches for those groups to enable them to create a start-up without or low resources.
The conceptual model on which the chapter is based (Figure 1) shows that the process of successfully founding a start-up and creating a business without resources consists of two concepts according to two phases. In this paper, both concepts are presented, the concept of Bricolage and the concept of Growth Hacking, according to their deployment in those phases; addressing and including selected neighbourhood strategies, such as Bootstrapping and Guerrilla Marketing.
Conceptual Framework.
This framework is anticipated and based on an approach that values the momentum and initiative of the individual with regard to economic success higher than economic algorithms and regularities. Thus a renewed confirmation of Schumpeter’s law [11, 12] according to the Austrian School of Economy. The Austrian School is a scientific view of economics that represents a heterodox doctrine in economics. The central logic is the idea of the evolutionary creation of knowledge by the individual, the entrepreneur and the consideration of the dynamic uncertainty of economic processes. The school emphasises the importance of individuals and their personal initiatives for economic processes (subjectivism). In addition, there is a negation of purely mathematical forms of representation of economic relationships (Lausanne School with its mathematically formulated models of neoclassicism) [13].
Bricolage, associated with its actor (i.e., bricoleur), serve as analogies to delineate a particular way of practical reasoning: “making do with current resources, and creating new forms and order from tools and materials at hand” [14]. Since its original conception, Bricolage has been extended to a range of different fields, such as entrepreneurship, innovation, organisation, and management. Contrary to the resource-creating mentality, Bricolage stands for a behaviour in which the bricoleur solves problems using only available means or resources. Bricolage is an activity where, contrary to the resource-creating mentality, only the resources of the repertoire are worked with making do with the means or resources at hand [15, 16].
In the field of entrepreneurship, Baker et al. [14] label “dependence on pre-existing contact networks -” as “network Bricolage” to analyse the founding process of new knowledge-based firms. The research finds that network Bricolage is prevalent in discovering founding opportunities and recruiting early members into organisations. Trying to understand how some entrepreneurs can “create something out of nothing in resource-constrained environments”, Baker and Nelson [17] integrate a range of related concepts and build a process model of Bricolage and firm growth to understand entrepreneurial behaviour. Together with resource seeking (continued attempt to acquire standard resources) and avoiding new challenges (by downsizing, disbanding, or remaining inert), entrepreneurial Bricolage is an alternative approach that organizations may adopt when facing with penurious environment. Bricolage is thus defined as “making do by applying combinations of the resources at hand to new problems and opportunities”. This means bricoleurs view resource limitations as both a problem and an opportunity. Such a notion of “the pursuit of opportunity through close regard to the resources at hand” is consistent with the claim that most entrepreneurial opportunities are more enacted than discovered [17].
In many cases, entrepreneurs draw on resources readily at hand, instead of searching broadly for, or planning for specific resources [14]. The entrepreneurship literature differentiates Bricolage and resource-seeking as two approaches and entrepreneurs make assessment by trading-off. They “engage in Bricolage at sometimes and in some domains and reject Bricolage at other times or for other activities”. There are admixtures of Bricolage and resource-seeking in entrepreneurial practice. Entrepreneurs may engage in network resource-seeking for founding but rely heavily on network Bricolage afterwards, while there are other cases, in particular in start-up firms, that the founding begins with the Bricolage and successfully transmits to accelerated growth afterwards through resource seeking [18].
Bricolage is frequently used interchangeably with the term “improvisation” and some suggest taking Bricolage as an element or correlate of improvisation [19, 20] or treating improvisation as a precursor to Bricolage [21]. However, they are not the same construct. Improvisation “consists of assembling elements based on simple rules in order to yield an original composition [15], and it is “occurring when the design and execution of novel action converge” [17]. Improvisation highlights an organization’s rapid degree of adaptation to a turbulent environment, whereas Bricolage is the “mixture of the precomposed and the spontaneous” and as sensemaking, Bricolage contributes to the capacity improvement for adaptation in destabilizing situations [15]. Improvisation framework complements the design precedes execution (DPE) approach, in which clear goals precede and are independent of action, while Bricolage may often occur during improvisation, but may occur in the implementation of pre-existing plans as well [14]. Baker et al. argue that improvisation implies Bricolage, but Bricolage does not imply improvisation [14], and they often “appear tightly linked empirically”, however, further studies are needed to understand their relationship [17].
Three approaches, i.e., causation, effectuation, and Bricolage, are most used as theoretical perspectives to describe the logic and behaviour underlying the entrepreneurial action or corporate venturing process [14, 22, 23]. Causation is a traditional, rational model of entrepreneurship, which identifies opportunities and makes plans before developing products or services. The causation processes “take a particular effect as given and focus on selecting between means to create that effect” [21]. Effectuation and Bricolage offer an alternative view to the causation approach, which posits the market provides opportunities, and the entrepreneur discovers them. Effectuation is positively associated with uncertainty, which generates more actions of control than prediction [16]. Effectuation processes “take a set of means as given and focus on selecting between possible effects that can be created with that set of means” [24]. Effectuation and Bricolage involve starting with a set of means. However, entrepreneurial Bricolage combines existing resources in creating solutions. Behaviours following a DPE model may also make use of Bricolage. Bricoleurs may use materials at hand both to see the possible results with current resources (effectuation) and to find out the means to meet the pre-existing goal through what is at hand (causation).
Bricolage deals with the question of how start-ups succeed in outperforming and even outgrowing their competitors despite limited resources and limited scope of networks. The mechanism of how Bricolage works is hardly comprehensible so far and worth addressing [22]. However, Bricolage is a process of continuous creation and utilization of practical knowledge and a process of exploitation of varied types of resources [15, 25]. A unique advantage for bricoleurs in resource-constrained start-ups is that they “enjoy great latitude in their processes of collecting and utilizing resources”, therefore, they can “find responses to the environmental constraints and dependencies they face” [15]. Despite its ability to overcome resource constraints, Bricolage can also lock the firm into a self-reinforcing cycle of activities that limit growth [23].
Bricolage depends on the existence of organizational memory, which allows an organization to maintain an inductively generated knowledge base on experiences [15]. With the link to resilience, Bricolage enables individuals and organizations to overcome the crisis by keeping flexibility in mobilizing available resources and taking trial and error tests [26]. Bricolage is viable in small firms since large organizations are more fragmented along professional or occupational boundaries [15]. It represents a particular process of engaging multiple actors and “gradually transform emerging (technological) paths to higher degrees of functionality [20]. Inside the Bricolage competencies, the improvisational competencies can impede the development of DPE competencies [14]. All these can be seen as positive points for start-ups with resource constraints. It is fair to say that the Bricolage approach is proving to be viable and potentially successful, especially for companies in problem situations, developing countries and under financial bottlenecks.
Both the resource-based view and the resource dependence theory highlight the new business’ need to acquire or have access to necessary resources to grow and survive [27]. However, many young and small firms confront the barriers of limited resources in finance, space, and skills. A similar approach of behavioural strategy to Bricolage is bootstrapping. Both approaches are resource management techniques that entrepreneurs use in resource-constrained environments [28] to find creative solutions to acquire necessary resources or exploit others underutilized resources [29]. Whereas Bricolage focuses on improvisation, bootstrapping focuses on a self-sustaining process that operates effectively without external/financial help [26]. Bootstrapping is often associated with financial resources since financial resources are often looked at as one of the most important resources [30]. Bootstrapping strategy is consistent with the pecking order theory which argues that due to the information asymmetry, firms prefer internal to external sources in managing resources [31].
Research deals with the categories of financial bootstrapping in small businesses. Four types of methods under bootstrapping are identified: (1) customer-related, (2) delaying payments, (3) owner-related financing and resource, and (4) joint-utilization of resources with other firms [32]. Winborg [33] further examines motives for using financial bootstrapping in new businesses and identified three groups of founders: cost-reducing bootstrappers, capital-constrained bootstrappers, and risk-reducing bootstrappers. The relative experience of the founder is the most significant influence for using bootstrapping. With the experience gained, the bootstrapping changes from initially focusing on reducing costs towards a proactive focus on reducing the risk in the business. By delineating the nature of bootstrapping strategy profiles, logics, and effects in small ventures, Malmstrom [28] identifies ‘quick-fix’, ‘proactive’, ‘efficient’ as three financial bootstrapping strategies for resource mobilization. ‘Quick-fix’ bootstrapping emphasizes temporary access to resources and prefer internally oriented activities for such purposes; ‘proactive bootstrapping’ focuses on operational resource issues; and ‘efficient bootstrapping’ prefers activities that are externally and vertically oriented, up, or down in the value creation chain.
Bootstrapping embraces the idea of “meeting the need for resources without relying on long-term external finance from debt holders or new owners” [32]. Bootstrapping has its pros and cons. On the one hand, it is often the speedier and more convenient way to gain access to large amounts of capital (e.g., through credit cards). It promotes lean organisations and maximizes internal efficiencies with limited resource sets [30] and helps keep ownership of the business, control over direction, and gain a sense of accomplishment [34]. On the other hand, bootstrapping firms take risks of cash flow shortages without outside capital, limitation on visibility and growth potential, drifting away from top-level help, and constraint on growth and financial performance [34]. Empirical study shows that if firms were only engaging in bootstrapping out of necessity instead of a strategic decision, bootstrapping often causes negative financial effects [27]. Nevertheless, financial bootstrapping provides useful insights by highlighting the innovative financing routes for small ventures by “acquiring the use of resources without borrowing money or raising equity financing from traditional sources” [35].
In 2010, Ellis [36] created the term Growth Hacking in a start-up surrounding. Especially interesting for start-ups, as those often have fewer financial and human resources compared to established companies [37]. Furthermore, Growth Hacking is delimited from other marketing strategies particularly for start-ups with low or non-budget. [38].
Growth Hacking describes intelligent, mostly free (online) marketing strategies, which primarily achieve companies to generate growth and – if products or software solutions are already available– to increase sales. Also, Growth Hacking is collecting direct feedback to build customer relations and use the feedback for direct improvement of the product and service. All channels and media available (at no or low cost), such as search engine optimisation, content marketing, social media, or viral marketing. [39] Only a few empirical research papers have been published on Growth Hacking, so empirical evidence is missing [40].
Thus, growth hacking, which is primarily data-based, is a practical promising strategy for new companies to effectively, efficiently and cost saving online tools or online-offline combinations to achieve ambitious objectives. Growth Hacking is also based on the ability of companies to collect relevant data and to analyse and store it in real time [41]. This also allows start-up companies to experiment and experience new marketing methods, whether or not they are successfully working.
The primary goal of start-ups is growth. Growth secures surviving and increase of value. Indicators for growth are measured by selected key figures, such as newsletter registrations, purchases, visitor klick rates or customer referrals. Thus, Growth Hacking is a process of rapid experimentation across different channels and development at the same time, to find the most effective and efficient way that contributes directly to the growth of the company [42]. One reason for this is the fact that start-ups, the development of products and their features directly into the growth process, which has a significant impact on their competitive advantage [43].
The growing digital change impacts the company’s digital and social media marketing [44, 45]. The need for marketing to act more flexibly got even more evident during the COVID-19 pandemic [46, 47]. To implement digital and social media marketing, start-ups, at first, need to provide the necessary knowledge and proactive agility. Shaltoni et al. [48] find that start-ups – and their stakeholders – are willing to engage if they perceive a greater benefit and compatibility with the corporate culture. Sun et al. [49] identifies further aspects that impact the willingness to integrate big data in a company “relative advantage, technological competence, technology resources, management support, competitive pressure, and regulatory environment.”
The advantages are addressing a wide range of customers, customer engagement and the possibility of specific placement targeting [44]. Neslin et al. [50] identifies for start-ups five challenges in customer channel management: data integration, understanding customer behaviour, channel evaluation, allocating resources across channels, and coordinating channel strategies. Also, in a report by McKinsey, the authors predict that the success of the company marketing during the unpredictable COVID-19 crisis will highly depend on “how effectively they can test, learn, and adapt.” [51]. The process which could support handling the opportunity is Growth Hacking.
Growth Hacking is a marketing strategy [52] that aims to increase growth by adapting digital marketing through testing and analysing, in repetitive cycles. Ellis and Brown [36] refer mainly to such as Dropbox, Uber, Instagram, and Facebook. Furthermore, those companies are offering software or artificial intelligence-related services.
But is Growth Hacking also applicable to companies offering physical products, as they cannot adopt their product as fast as software providers can?
In physical product selling markets the relationship between sellers and buyers is characterised as closer [53]. Furthermore, the focus is more on long-lasting relationships to reduce the risk [54]. Thus, relationship value leads to trust, satisfaction, and commitment, which result in loyalty [55]. Product companies need to provide more detailed information, as usually, buyers compare products in more detail [53]. Therefore, Habibi et al. [56] conclude that for products, a greater variety of communication channels and messages are needed. On the one hand, Gustafson et al. [57] relate the communication process of digital marketing, the diffusion, the transmission of information, conveyance as one relevant aspect. On the other hand, the researchers name the convergence process, which creates shared understanding and knowledge in the buying company [57].
Digital content marketing can enhance information flow and the customers’ trust [58]. Furthermore, perceived information quality influences customer loyalty [59]. Social selling is here to name as one opportunity, promotion via social media platforms [60]. Järvinen et al. [61] list several social media tools for start-up companies: blogs, Facebook, Flickr, discussion forums, Twitter, YouTube, webinars. As research has shown, the use of professional networks such as LinkedIn is particularly suitable, as well as Facebook [62]. Furthermore, buyers increase the relevance of digital content marketing; providing information in a journalistic format for the customer [58]. Moore et al. [62] find that salespeople use “social bookmarking, and presentation sharing storage sites” and “relationship-oriented social media significantly more often for prospecting, handling objections, and follow-up and after-sales service.” Firms also use e-mail marketing and newsletters [61]. Among other things, Growth Hacking can help to address and better coordinate these challenges by agility.
Agility marketing focuses on detecting and understanding changes repetitively and regularly, and responds fast to those changes thereafter [47]. Agility marketing consists of sensemaking, iteration, marketing decisions and speed. Leadership, employees, organisational and team factors influence the performance. Kalaignanam et al. [44] point out that reacting, however, deciding not to do so, is part of agile marketing. Homburg et al. [63] also talk about agile marketing in terms of “simplified structures and processes, fast decision making, and trial and error learning.”
Lean start-up describes an iterative process to develop and improve a product or process through the loop build-measure-learn [37]. The objective is to run the loop fast and often [37]. The central aspects of this methodology are learning from failures and mitigate invested resources [37, 64].
In their paper, Herttua et al. [52] differentiate Growth Hacking from viral marketing, guerrilla marketing and traditional marketing. For them, the difference to traditional marketing is that IT knowledge is necessary, as well as that it is not about shocking people as guerrilla marketing could intent and different from viral marketing, it focuses on people who share knowledge and not just information [52].
Whereas Growth Hacking can be combined and complemented with other low budget strategies, guerrilla marketing is a strategy with which start-ups design unusual marketing measures to stand out from the mass of advertising messages. It often involves offensive, creative, and unique advertising campaigns that appeal even to those who do not actually identify with the product or service or do not react to advertising due to sensory overload. Guerrilla marketing aims to achieve a surprise effect on large groups of people with a small budget and effort. Originally, the word comes from military operations and describes a tactic in warfare in which small, independently operating combat units operate covertly in the enemy’s hinterland and rely on the surprise effect on the opponent. The primary goal of such guerrilla tactics is to confuse the opponent with the help of the surprise effect and to strike in a targeted manner in order to then weaken him.
With guerrilla marketing, it is possible to address a very large part of one’s own target group, but beyond that, to create a sensation. Guerrilla marketing is not mass advertising. The more precisely the target group has been defined in advance and the smaller it is, the more effectively guerrilla marketing can be used. Like every marketing measure, guerrilla marketing also tries to trigger a reaction in the target group and encourage them to take action.
Guerrilla marketing has a variety of instruments at its disposal with which to convey its advertising message. Guerrilla marketing is known for being controversial and occasionally crossing boundaries. [65, 66].
These boundaries need to be weighed and exploited in a targeted way. Guerrilla marketing works best when the advertising campaign is so far unique and appears unexpected and surprising for the target groups and the competition.
Ambient marketing: Ambient marketing tries to surprisingly change the living environment of the target group. Frequently places or public spaces are fundamentally changed to attract attention. Public transport stops, airports or highly visible house walls are particularly suitable. [67].
Ambush marketing: Ambush marketing uses current topics in the media world and ties with them. This increases the relevance of the advertising and automatically generates more attention among the target group. If, for example, something negative about a company is revealed in the newspapers, the competitors could use this to their advantage [68].
Buzz marketing: Similar to promotional marketing, buzz marketing is about providing samples of one’s products or services among the target group. The goal is to get the product in people’s minds, get them to interact and share it with others on social media. [69].
Mosquito marketing: Smaller companies often lack the necessary level of awareness to apply advertising measures as effectively as possible. For example, weaknesses in the competition are identified, which are exploited to one’s own advantage through differentiation. In this way, unique selling points or special features that stand out from the competition are highlighted. [70].
Sensation marketing: As the name already suggests, sensation marketing tries to achieve a “wow effect” with the target group by attracting attention with spectacular advertising campaigns. Part of this marketing measure is to actively involve the audience, which is possible in the form of a spontaneous show, an event, or an installation at a specific location [66].
Viral marketing: In viral marketing, one specifically uses the possibilities of spreading one’s advertising message among customers through word of mouth. Social media in particular play an important role here, as the advertising messages can be spread very quickly and effectively by every possible person [71].
Linkbait: This is a special form of viral marketing that aims to generate backlinks.
Guerrilla marketing offers some advantages that speak for itself: low costs, enormous attention, quick impact, and a large reach both in the masses and specifically in the target group. One problem that can arise with guerrilla marketing is that the impact and spread of the advertising can only be influenced to a limited extent once it has been circulated. Since guerrilla marketing often specifically uses controversial or even offensive content, there is a risk of negative reception of the marketing measures.
According to Conway and Hemphill [72], Growth Hacking and agile marketing are much aligned. Growth Hacking adopts “the continuous cycle of improvement and the rapid iterative approach” and focuses on customer and revenue growth [36]. Thus, Herzberger and Jenny [73] regard Growth Hacking as an evolution rather than an innovation. After this classification and delimitation, the process of Growth Hacking is described in more detail in the following.
Growth Hacking is a marketing technique to aim customer growth cost-efficiently through creativity, marketing techniques, data analysis and coding [36, 74]. Even though Ellis and Brown [36] define Growth Hacking, it is noted in the literature that a uniform definition is difficult to grasp [52, 72, 75, 76]. Analysing the existing data of customers and conducting surveys or interviews help get more insights to potential segment customers to figure out growth potential [36]. Analysing supports and detecting key customer trends can protect from misleading posts [77]. Therefore, tools, software and AI assist in evaluating the test [74].
The first step is about collecting ideas for hacks in an open-minded surrounding [36] and those need to be prioritised. Ellis and Brown [36] propose using the Impact, Confidence, and Ease of implementation (ICE) score system they developed. The following step is testing the preferred ideas. A/B tests can serve as a means of testing [52]. Furthermore, they propose conducting several tests a week and increasing the number of tests by time to improve results [36, 78]. After the test phase, the cycle restarts by analysing the results of the test.
Herzberger and Jenny [73], Bohnsack and Liesner [75] and Lennarz [74] propose a modified cycle. The Growth Hacking framework consists of three components, with their interaction or, in other words, their simultaneous application leading to Growth Hacking. The three components are (digital) marketing techniques, data analysis and testing, and coding and automation [74, 75, 76]. Conway and Hemphill [72] adapt the Growth Hacking framework by adding the product-fit step before the cycle. For them, the first step is to check the product-market fit and then, in the second step, to start with Growth Hacking. Ellis and Brown [36] also mention the product/market fit as a prerequisite to start Growth Hacking but do not integrate it as an element in their cycle. The idea of having a minimum viable product originates from the lean start-up. An initial product version enables gaining more information about customer needs. Then, those support developing the product and its promotion further [79]. A second prerequisite placed by Conway and Hemphill [72] before the cycle is, as already mentioned by Ellis and Brown [36], a multidisciplinary team with various skills [72]. Wahlandt and Heidel [80] propose for application in start-ups to divide Growth Hacking into three steps: development, implementation, and penetration.
Growth Hacking aims to increase growth by hacking which relates to creative ideas testing and adapting [42, 74]. To grow a company and its value, three customer groups are key: retaining customers, developing existing customers and acquiring new customers [81]. Hence balancing new and existing customers is necessary to secure financial performance [82]. Supporting the customer journey with a mixed team of sales and marketing representatives increases sales and customer loyalty [83]. So, it is relevant to follow the customer on the whole customer journey with Growth Hacking [36]. Big data provides new opportunities for companies along the customer journey. Five steps form the customer experience funnel: acquisition, activation, retention, referral, revenue. Acquisition, activation (developing) and retention were already mentioned above. Referral means a (potential) customer recommends the product to others [84]. Monetising, buying the product or, for example, a free download represents the fifth step: revenue [84]. Bohnsack and Liesner [75] identify 34 patterns for the customer journey that could facilitate the execution of Growth Hacking in a company. For example, for the activation phase, they propose using single sign-on or dynamic pricing for the revenue phase [75]. The growth of the customer base is also relevant for B2B companies [80].
According to Bussgang and Benbarak [85], in line with Herzberger and Jenny [73] Growth Hacking concerns owned (i.e., company website), paid (i.e., SEA) and earned media (i.e., likes on social media) as well as the product itself [36]. Different digital channels can serve for Growth Hacking. Ellis and Brown [36] classify them as viral/word-of-mouth (i.e., social media), organic (i.e., company website) and paid (i.e., SEA). Each channel has different opportunities and risks; besides, various efforts and inputs are necessary for the respective channel [80]. Gustafson et al. [57] point out that the right message and the right platform influence the speed and the quality of information sharing. Furthermore, the authors state besides the sources of information, for the buyer, the technique to gather and transform information into knowledge is relevant [57].
New and innovative concepts like Bricolage and Growth Hacking are increasingly finding their way into society. To survive and sometimes prosper under resource-constrained environments, and benefit from digitalisation and its associated opportunities, Bricolage and Growth Hacking offer the possibility to generate company growth. Bricolage provides a behavioural strategy that businesses can practice creativity to find solutions even under penurious environments.
The creation of new companies poses various challenges especially for the fractions who are short of resources, such as students, people in developing countries, and refugees.
Correspondingly, businesses with strong Bricolage capabilities in making use of inputs at hand can help firms explore and exploit new opportunities and win advantages in competitive markets. As digitalisation is predicted to grow, Growth Hacking provides the opportunity to improve performance by testing, analysing, and adapting [45]. The performance of a variety of digital marketing instruments applied by start-ups can be improved to generate growth, which is of high relevance for start-up companies [80].
Certain limitations restricted the study. As the topic of Growth Hacking is very current, only a limited amount of appropriate literature is available. The term was appeared in 2010 [36]. The research published since then is limited to small in comparison to other topics. So far, just a few research papers are published on growth hacking [40]. Due to the lack, this work has often drawn on other sources than on empirical research papers. Concluding more research on the topic is necessary to be able to make reliable statements on the quality of the model.
This paper proposes a two-phase conceptual model that embraces the business creation processes and marketing strategies. It seems that the two phases are separated and the processes are continuous, however, due to today’s dynamic, it is no longer entirely possible to separate the phases from each other, as they do not necessarily follow one another but shift, overlap and repeat during the creation of a new company. However, to depict this reality would have been too complex for this paper and needs further research. Notably, the application of bricolage and its linkage with growth hacking, as proposed in the framework, is not generalizable to all entrepreneurial endeavours under resource-constrained conditions. Also, for this purpose, pure literature research is not the most appropriate method. It would be advisable to conduct qualitative research or experiments (e.g., empirical case studies) to explore the topic in antecedents of acceptance or scepticism.
For future research, the concepts should be reviewed and aligned to current practices. There is an opportunity for future research to select sample cases and conduct longitudinal studies to examine processual features of entrepreneurial dynamics and capture the wide variability across start-ups. Furthermore, the subject is highly complex, and more applications should be considered than possible within the paper’s scope. There is a need for a deeper understanding of low resource company creation and development to evaluate the success. For future research, it would also be interesting to investigate how growth hacking through the internet influences the decision making and the buying time, if the fast accessibility decreases the decision time or whether the amount of information and the time to evaluate those extend the decision time.
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Integrity - We are consistent and dependable, always striving for precision and accuracy in the true spirit of science.
\n\nOpenness - We communicate honestly and transparently. We are open to constructive criticism and committed to learning from it.
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He is also a faculty member in the Molecular Oncology Program. He obtained his MSc and Ph.D. at Oregon State University and Texas Tech University, respectively. He pursued his postdoctoral studies at Rutgers University Medical School and the National Institutes of Health (NIH/NIDDK), USA. His research focuses on biochemistry, biophysics, genetics, molecular biology, and molecular medicine with specialization in the fields of drug design, protein structure-function, protein folding, prions, microRNA, pseudogenes, molecular cancer, epigenetics, metabolites, proteomics, genomics, protein expression, and characterization by spectroscopic and calorimetric methods.",institutionString:"University of Health Sciences",institution:null},{id:"180528",title:"Dr.",name:"Hiroyuki",middleName:null,surname:"Kagechika",slug:"hiroyuki-kagechika",fullName:"Hiroyuki Kagechika",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/180528/images/system/180528.jpg",biography:"Hiroyuki Kagechika received his bachelor’s degree and Ph.D. in Pharmaceutical Sciences from the University of Tokyo, Japan, where he served as an associate professor until 2004. He is currently a professor at the Institute of Biomaterials and Bioengineering (IBB), Tokyo Medical and Dental University (TMDU). From 2010 to 2012, he was the dean of the Graduate School of Biomedical Science. Since 2012, he has served as the vice dean of the Graduate School of Medical and Dental Sciences. He has been the director of the IBB since 2020. Dr. Kagechika’s major research interests are the medicinal chemistry of retinoids, vitamins D/K, and nuclear receptors. 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Currently, he is a Professor at Xiangya Hospital of Central South University in China, Fellow of Royal Society of Medicine (FRSM), the European EPMA National Representative in China, Regular Member of American Association for the Advancement of Science (AAAS), European Cooperation of Science and Technology (e-COST) grant evaluator, Associate Editors of BMC Genomics, BMC Medical Genomics, EPMA Journal, and Frontiers in Endocrinology, Executive Editor-in-Chief of Med One. He has\npublished 116 peer-reviewed research articles, 16 book chapters, 2 books, and 2 US patents. 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She is currently leading project entitled Mesenchymal stem cells-the keepers of tissue endogenous regenerative capacity facing up to aging of the musculoskeletal system funded by Slovenian Research Agency.",institutionString:null,institution:{name:"University of Ljubljana",country:{name:"Slovenia"}}},{id:"357453",title:"Dr.",name:"Radheshyam",middleName:null,surname:"Maurya",slug:"radheshyam-maurya",fullName:"Radheshyam Maurya",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/357453/images/16535_n.jpg",biography:null,institutionString:null,institution:{name:"University of Hyderabad",country:{name:"India"}}},{id:"418340",title:"Dr.",name:"Jyotirmoi",middleName:null,surname:"Aich",slug:"jyotirmoi-aich",fullName:"Jyotirmoi Aich",position:null,profilePictureURL:"https://s3.us-east-1.amazonaws.com/intech-files/0033Y000038Ugi5QAC/Profile_Picture_2022-04-15T07:48:28.png",biography:"Biotechnologist with 15 years of research including 6 years of teaching experience. Demonstrated record of scientific achievements through consistent publication record (H index = 13, with 874 citations) in high impact journals such as Nature Communications, Oncotarget, Annals of Oncology, PNAS, and AJRCCM, etc. Strong research professional with a post-doctorate from ACTREC where I gained experimental oncology experience in clinical settings and a doctorate from IGIB where I gained expertise in asthma pathophysiology. A well-trained biotechnologist with diverse experience on the bench across different research themes ranging from asthma to cancer and other infectious diseases. An individual with a strong commitment and innovative mindset. Have the ability to work on diverse projects such as regenerative and molecular medicine with an overall mindset of improving healthcare.",institutionString:"DY Patil Deemed to Be University",institution:null},{id:"349288",title:"Prof.",name:"Soumya",middleName:null,surname:"Basu",slug:"soumya-basu",fullName:"Soumya Basu",position:null,profilePictureURL:"https://s3.us-east-1.amazonaws.com/intech-files/0033Y000035QxIDQA0/Profile_Picture_2022-04-15T07:47:01.jpg",biography:"Soumya Basu, Ph.D., is currently working as an Associate Professor at Dr. D. Y. Patil Biotechnology and Bioinformatics Institute, Dr. D. Y. Patil Vidyapeeth, Pune, Maharashtra, India. With 16+ years of trans-disciplinary research experience in Drug Design, development, and pre-clinical validation; 20+ research article publications in journals of repute, 9+ years of teaching experience, trained with cross-disciplinary education, Dr. Basu is a life-long learner and always thrives for new challenges.\r\nHer research area is the design and synthesis of small molecule partial agonists of PPAR-γ in lung cancer. She is also using artificial intelligence and deep learning methods to understand the exosomal miRNA’s role in cancer metastasis. Dr. Basu is the recipient of many awards including the Early Career Research Award from the Department of Science and Technology, Govt. of India. She is a reviewer of many journals like Molecular Biology Reports, Frontiers in Oncology, RSC Advances, PLOS ONE, Journal of Biomolecular Structure & Dynamics, Journal of Molecular Graphics and Modelling, etc. She has edited and authored/co-authored 21 journal papers, 3 book chapters, and 15 abstracts. She is a Board of Studies member at her university. She is a life member of 'The Cytometry Society”-in India and 'All India Cell Biology Society”- in India.",institutionString:"Dr. D.Y. Patil Vidyapeeth, Pune",institution:{name:"Dr. D.Y. Patil Vidyapeeth, Pune",country:{name:"India"}}},{id:"354817",title:"Dr.",name:"Anubhab",middleName:null,surname:"Mukherjee",slug:"anubhab-mukherjee",fullName:"Anubhab Mukherjee",position:null,profilePictureURL:"https://intech-files.s3.amazonaws.com/0033Y0000365PbRQAU/ProfilePicture%202022-04-15%2005%3A11%3A18.480",biography:"A former member of Laboratory of Nanomedicine, Brigham and Women’s Hospital, Harvard University, Boston, USA, Dr. Anubhab Mukherjee is an ardent votary of science who strives to make an impact in the lives of those afflicted with cancer and other chronic/acute ailments. He completed his Ph.D. from CSIR-Indian Institute of Chemical Technology, Hyderabad, India, having been skilled with RNAi, liposomal drug delivery, preclinical cell and animal studies. He pursued post-doctoral research at College of Pharmacy, Health Science Center, Texas A & M University and was involved in another postdoctoral research at Department of Translational Neurosciences and Neurotherapeutics, John Wayne Cancer Institute, Santa Monica, California. In 2015, he worked in Harvard-MIT Health Sciences & Technology as a visiting scientist. He has substantial experience in nanotechnology-based formulation development and successfully served various Indian organizations to develop pharmaceuticals and nutraceutical products. He is an inventor in many US patents and an author in many peer-reviewed articles, book chapters and books published in various media of international repute. Dr. Mukherjee is currently serving as Principal Scientist, R&D at Esperer Onco Nutrition (EON) Pvt. Ltd. and heads the Hyderabad R&D center of the organization.",institutionString:"Esperer Onco Nutrition Pvt Ltd.",institution:null},{id:"319365",title:"Assistant Prof.",name:"Manash K.",middleName:null,surname:"Paul",slug:"manash-k.-paul",fullName:"Manash K. Paul",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/319365/images/system/319365.png",biography:"Manash K. Paul is a Principal Investigator and Scientist at the University of California Los Angeles. He has contributed significantly to the fields of stem cell biology, regenerative medicine, and lung cancer. His research focuses on various signaling processes involved in maintaining stem cell homeostasis during the injury-repair process, deciphering lung stem cell niche, pulmonary disease modeling, immuno-oncology, and drug discovery. He is currently investigating the role of extracellular vesicles in premalignant lung cell migration and detecting the metastatic phenotype of lung cancer via machine-learning-based analyses of exosomal signatures. Dr. Paul has published in more than fifty peer-reviewed international journals and is highly cited. He is the recipient of many awards, including the UCLA Vice Chancellor’s award, a senior member of the Institute of Electrical and Electronics Engineers (IEEE), and an editorial board member for several international journals.",institutionString:"University of California Los Angeles",institution:{name:"University of California Los Angeles",country:{name:"United States of America"}}},{id:"311457",title:"Dr.",name:"Júlia",middleName:null,surname:"Scherer Santos",slug:"julia-scherer-santos",fullName:"Júlia Scherer Santos",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/311457/images/system/311457.jpg",biography:"Dr. Júlia Scherer Santos works in the areas of cosmetology, nanotechnology, pharmaceutical technology, beauty, and aesthetics. Dr. Santos also has experience as a professor of graduate courses. Graduated in Pharmacy, specialization in Cosmetology and Cosmeceuticals applied to aesthetics, specialization in Aesthetic and Cosmetic Health, and a doctorate in Pharmaceutical Nanotechnology. Teaching experience in Pharmacy and Aesthetics and Cosmetics courses. She works mainly on the following subjects: nanotechnology, cosmetology, pharmaceutical technology, aesthetics.",institutionString:"Universidade Federal de Juiz de Fora",institution:{name:"Universidade Federal de Juiz de Fora",country:{name:"Brazil"}}},{id:"219081",title:"Dr.",name:"Abdulsamed",middleName:null,surname:"Kükürt",slug:"abdulsamed-kukurt",fullName:"Abdulsamed Kükürt",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/219081/images/system/219081.png",biography:"Dr. Kükürt graduated from Uludağ University in Turkey. He started his academic career as a Research Assistant in the Department of Biochemistry at Kafkas University. In 2019, he completed his Ph.D. program in the Department of Biochemistry at the Institute of Health Sciences. He is currently working at the Department of Biochemistry, Kafkas University. He has 27 published research articles in academic journals, 11 book chapters, and 37 papers. He took part in 10 academic projects. He served as a reviewer for many articles. He still serves as a member of the review board in many academic journals. He is currently working on the protective activity of phenolic compounds in disorders associated with oxidative stress and inflammation.",institutionString:null,institution:{name:"Kafkas University",country:{name:"Turkey"}}},{id:"178366",title:"Dr.",name:"Volkan",middleName:null,surname:"Gelen",slug:"volkan-gelen",fullName:"Volkan Gelen",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/178366/images/system/178366.jpg",biography:"Volkan Gelen is a Physiology specialist who received his veterinary degree from Kafkas University in 2011. Between 2011-2015, he worked as an assistant at Atatürk University, Faculty of Veterinary Medicine, Department of Physiology. In 2016, he joined Kafkas University, Faculty of Veterinary Medicine, Department of Physiology as an assistant professor. Dr. Gelen has been engaged in various academic activities at Kafkas University since 2016. There he completed 5 projects and has 3 ongoing projects. He has 60 articles published in scientific journals and 20 poster presentations in scientific congresses. His research interests include physiology, endocrine system, cancer, diabetes, cardiovascular system diseases, and isolated organ bath system studies.",institutionString:"Kafkas University",institution:{name:"Kafkas University",country:{name:"Turkey"}}},{id:"418963",title:"Dr.",name:"Augustine Ododo",middleName:"Augustine",surname:"Osagie",slug:"augustine-ododo-osagie",fullName:"Augustine Ododo Osagie",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/418963/images/16900_n.jpg",biography:"Born into the family of Osagie, a prince of the Benin Kingdom. I am currently an academic in the Department of Medical Biochemistry, University of Benin. Part of the duties are to teach undergraduate students and conduct academic research.",institutionString:null,institution:{name:"University of Benin",country:{name:"Nigeria"}}},{id:"192992",title:"Prof.",name:"Shagufta",middleName:null,surname:"Perveen",slug:"shagufta-perveen",fullName:"Shagufta Perveen",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/192992/images/system/192992.png",biography:"Prof. Shagufta Perveen is a Distinguish Professor in the Department of Pharmacognosy, College of Pharmacy, King Saud University, Riyadh, Saudi Arabia. Dr. Perveen has acted as the principal investigator of major research projects funded by the research unit of King Saud University. She has more than ninety original research papers in peer-reviewed journals of international repute to her credit. She is a fellow member of the Royal Society of Chemistry UK and the American Chemical Society of the United States.",institutionString:"King Saud University",institution:{name:"King Saud University",country:{name:"Saudi Arabia"}}},{id:"49848",title:"Dr.",name:"Wen-Long",middleName:null,surname:"Hu",slug:"wen-long-hu",fullName:"Wen-Long Hu",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/49848/images/system/49848.jpg",biography:"Wen-Long Hu is Chief of the Division of Acupuncture, Department of Chinese Medicine at Kaohsiung Chang Gung Memorial Hospital, as well as an adjunct associate professor at Fooyin University and Kaohsiung Medical University. Wen-Long is President of Taiwan Traditional Chinese Medicine Medical Association. He has 28 years of experience in clinical practice in laser acupuncture therapy and 34 years in acupuncture. He is an invited speaker for lectures and workshops in laser acupuncture at many symposiums held by medical associations. He owns the patent for herbal preparation and producing, and for the supercritical fluid-treated needle. Dr. Hu has published three books, 12 book chapters, and more than 30 papers in reputed journals, besides serving as an editorial board member of repute.",institutionString:"Kaohsiung Chang Gung Memorial Hospital",institution:{name:"Kaohsiung Chang Gung Memorial Hospital",country:{name:"Taiwan"}}},{id:"298472",title:"Prof.",name:"Andrey V.",middleName:null,surname:"Grechko",slug:"andrey-v.-grechko",fullName:"Andrey V. Grechko",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/298472/images/system/298472.png",biography:"Andrey Vyacheslavovich Grechko, Ph.D., Professor, is a Corresponding Member of the Russian Academy of Sciences. He graduated from the Semashko Moscow Medical Institute (Semashko National Research Institute of Public Health) with a degree in Medicine (1998), the Clinical Department of Dermatovenerology (2000), and received a second higher education in Psychology (2009). Professor A.V. Grechko held the position of Сhief Physician of the Central Clinical Hospital in Moscow. He worked as a professor at the faculty and was engaged in scientific research at the Medical University. Starting in 2013, he has been the initiator of the creation of the Federal Scientific and Clinical Center for Intensive Care and Rehabilitology, Moscow, Russian Federation, where he also serves as Director since 2015. He has many years of experience in research and teaching in various fields of medicine, is an author/co-author of more than 200 scientific publications, 13 patents, 15 medical books/chapters, including Chapter in Book «Metabolomics», IntechOpen, 2020 «Metabolomic Discovery of Microbiota Dysfunction as the Cause of Pathology».",institutionString:"Federal Research and Clinical Center of Intensive Care Medicine and Rehabilitology",institution:null},{id:"199461",title:"Prof.",name:"Natalia V.",middleName:null,surname:"Beloborodova",slug:"natalia-v.-beloborodova",fullName:"Natalia V. Beloborodova",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/199461/images/system/199461.jpg",biography:'Natalia Vladimirovna Beloborodova was educated at the Pirogov Russian National Research Medical University, with a degree in pediatrics in 1980, a Ph.D. in 1987, and a specialization in Clinical Microbiology from First Moscow State Medical University in 2004. She has been a Professor since 1996. Currently, she is the Head of the Laboratory of Metabolism, a division of the Federal Research and Clinical Center of Intensive Care Medicine and Rehabilitology, Moscow, Russian Federation. N.V. Beloborodova has many years of clinical experience in the field of intensive care and surgery. She studies infectious complications and sepsis. She initiated a series of interdisciplinary clinical and experimental studies based on the concept of integrating human metabolism and its microbiota. Her scientific achievements are widely known: she is the recipient of the Marie E. Coates Award \\"Best lecturer-scientist\\" Gustafsson Fund, Karolinska Institutes, Stockholm, Sweden, and the International Sepsis Forum Award, Pasteur Institute, Paris, France (2014), etc. Professor N.V. Beloborodova wrote 210 papers, five books, 10 chapters and has edited four books.',institutionString:"Federal Research and Clinical Center of Intensive Care Medicine and Rehabilitology",institution:null},{id:"354260",title:"Ph.D.",name:"Tércio Elyan",middleName:"Azevedo",surname:"Azevedo Martins",slug:"tercio-elyan-azevedo-martins",fullName:"Tércio Elyan Azevedo Martins",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/354260/images/16241_n.jpg",biography:"Graduated in Pharmacy from the Federal University of Ceará with the modality in Industrial Pharmacy, Specialist in Production and Control of Medicines from the University of São Paulo (USP), Master in Pharmaceuticals and Medicines from the University of São Paulo (USP) and Doctor of Science in the program of Pharmaceuticals and Medicines by the University of São Paulo. Professor at Universidade Paulista (UNIP) in the areas of chemistry, cosmetology and trichology. Assistant Coordinator of the Higher Course in Aesthetic and Cosmetic Technology at Universidade Paulista Campus Chácara Santo Antônio. Experience in the Pharmacy area, with emphasis on Pharmacotechnics, Pharmaceutical Technology, Research and Development of Cosmetics, acting mainly on topics such as cosmetology, antioxidant activity, aesthetics, photoprotection, cyclodextrin and thermal analysis.",institutionString:null,institution:{name:"University of Sao Paulo",country:{name:"Brazil"}}},{id:"334285",title:"Ph.D. Student",name:"Sameer",middleName:"Kumar",surname:"Jagirdar",slug:"sameer-jagirdar",fullName:"Sameer Jagirdar",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/334285/images/14691_n.jpg",biography:"I\\'m a graduate student at the center for biosystems science and engineering at the Indian Institute of Science, Bangalore, India. I am interested in studying host-pathogen interactions at the biomaterial interface.",institutionString:null,institution:{name:"Indian Institute of Science Bangalore",country:{name:"India"}}},{id:"329248",title:"Dr.",name:"Md. Faheem",middleName:null,surname:"Haider",slug:"md.-faheem-haider",fullName:"Md. Faheem Haider",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/329248/images/system/329248.jpg",biography:"Dr. Md. Faheem Haider completed his BPharm in 2012 at Integral University, Lucknow, India. In 2014, he completed his MPharm with specialization in Pharmaceutics at Babasaheb Bhimrao Ambedkar University, Lucknow, India. He received his Ph.D. degree from Jamia Hamdard University, New Delhi, India, in 2018. He was selected for the GPAT six times and his best All India Rank was 34. Currently, he is an assistant professor at Integral University. Previously he was an assistant professor at IIMT University, Meerut, India. He has experience teaching DPharm, Pharm.D, BPharm, and MPharm students. He has more than five publications in reputed journals to his credit. Dr. Faheem’s research area is the development and characterization of nanoformulation for the delivery of drugs to various organs.",institutionString:"Integral University",institution:{name:"Integral University",country:{name:"India"}}},{id:"329795",title:"Dr.",name:"Mohd Aftab",middleName:"Aftab",surname:"Siddiqui",slug:"mohd-aftab-siddiqui",fullName:"Mohd Aftab Siddiqui",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/329795/images/system/329795.png",biography:"Dr. Mohd Aftab Siddiqui is an assistant professor in the Faculty of Pharmacy, Integral University, Lucknow, India, where he obtained a Ph.D. in Pharmacology in 2020. He also obtained a BPharm and MPharm from the same university in 2013 and 2015, respectively. His area of research is the pharmacological screening of herbal drugs/natural products in liver cancer and cardiac diseases. He is a member of many professional bodies and has guided many MPharm and PharmD research projects. Dr. Siddiqui has many national and international publications and one German patent to his credit.",institutionString:"Integral University",institution:null},{id:"255360",title:"Dr.",name:"Usama",middleName:null,surname:"Ahmad",slug:"usama-ahmad",fullName:"Usama Ahmad",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/255360/images/system/255360.png",biography:"Dr. Usama Ahmad holds a specialization in Pharmaceutics from Amity University, Lucknow, India. He received his Ph.D. from Integral University, Lucknow, India, with his work titled ‘Development and evaluation of silymarin nanoformulation for hepatic carcinoma’. Currently, he is an Assistant Professor of Pharmaceutics, at the Faculty of Pharmacy, Integral University. He has been teaching PharmD, BPharm, and MPharm students and conducting research in the novel drug delivery domain. From 2013 to 2014 he worked on a research project funded by SERB-DST, Government of India. He has a rich publication record with more than twenty-four original journal articles, two edited books, four book chapters, and several scientific articles to his credit. He is a member of the American Association for Cancer Research, the International Association for the Study of Lung Cancer, and the British Society for Nanomedicine. Dr. Ahmad’s research focus is on the development of nanoformulations to facilitate the delivery of drugs.",institutionString:"Integral University",institution:{name:"Integral University",country:{name:"India"}}},{id:"333824",title:"Dr.",name:"Ahmad Farouk",middleName:null,surname:"Musa",slug:"ahmad-farouk-musa",fullName:"Ahmad Farouk Musa",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/333824/images/22684_n.jpg",biography:"Dato’ Dr Ahmad Farouk Musa\nMD, MMED (Surgery) (Mal), Fellowship in Cardiothoracic Surgery (Monash Health, Aust), Graduate Certificate in Higher Education (Aust), Academy of Medicine (Mal)\n\n\n\nDato’ Dr Ahmad Farouk Musa obtained his Doctor of Medicine from USM in 1992. He then obtained his Master of Medicine in Surgery from the same university in the year 2000 before subspecialising in Cardiothoracic Surgery at Institut Jantung Negara (IJN), Kuala Lumpur from 2002 until 2005. He then completed his Fellowship in Cardiothoracic Surgery at Monash Health, Melbourne, Australia in 2008. He has served in the Malaysian army as a Medical Officer with the rank of Captain upon completing his Internship before joining USM as a trainee lecturer. He is now serving as an academic and researcher at Monash University Malaysia. He is a life-member of the Malaysian Association of Thoracic & Cardiovascular Surgery (MATCVS) and a committee member of the MATCVS Database. He is also a life-member of the College of Surgeons, Academy of Medicine of Malaysia; a life-member of Malaysian Medical Association (MMA), and a life-member of Islamic Medical Association of Malaysia (IMAM). Recently he was appointed as an Interim Chairperson of Examination & Assessment Subcommittee of the UiTM-IJN Cardiothoracic Surgery Postgraduate Program. As an academic, he has published numerous research papers and book chapters. He has also been appointed to review many scientific manuscripts by established journals such as the British Medical Journal (BMJ). He has presented his research works at numerous local and international conferences such as the European Association for Cardiothoracic Surgery (EACTS) and the European Society of Cardiovascular Surgery (ESCVS), to name a few. He has also won many awards for his research presentations at meetings and conferences like the prestigious International Invention, Innovation & Technology Exhibition (ITEX); Design, Research and Innovation Exhibition, the National Conference on Medical Sciences and the Annual Scientific Meetings of the Malaysian Association for Thoracic and Cardiovascular Surgery. He was awarded the Darjah Setia Pangkuan Negeri (DSPN) by the Governor of Penang in July, 2015.",institutionString:null,institution:{name:"Monash University Malaysia",country:{name:"Malaysia"}}},{id:"30568",title:"Prof.",name:"Madhu",middleName:null,surname:"Khullar",slug:"madhu-khullar",fullName:"Madhu Khullar",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/30568/images/system/30568.jpg",biography:"Dr. Madhu Khullar is a Professor of Experimental Medicine and Biotechnology at the Post Graduate Institute of Medical Education and Research, Chandigarh, India. She completed her Post Doctorate in hypertension research at the Henry Ford Hospital, Detroit, USA in 1985. She is an editor and reviewer of several international journals, and a fellow and member of several cardiovascular research societies. Dr. Khullar has a keen research interest in genetics of hypertension, and is currently studying pharmacogenetics of hypertension.",institutionString:"Post Graduate Institute of Medical Education and Research",institution:{name:"Post Graduate Institute of Medical Education and Research",country:{name:"India"}}},{id:"223233",title:"Prof.",name:"Xianquan",middleName:null,surname:"Zhan",slug:"xianquan-zhan",fullName:"Xianquan Zhan",position:null,profilePictureURL:"https://mts.intechopen.com/storage/users/223233/images/system/223233.png",biography:"Xianquan Zhan received his MD and Ph.D. in Preventive Medicine at West China University of Medical Sciences. He received his post-doctoral training in oncology and cancer proteomics at the Central South University, China, and the University of Tennessee Health Science Center (UTHSC), USA. He worked at UTHSC and the Cleveland Clinic in 2001–2012 and achieved the rank of associate professor at UTHSC. Currently, he is a full professor at Central South University and Shandong First Medical University, and an advisor to MS/PhD students and postdoctoral fellows. He is also a fellow of the Royal Society of Medicine and European Association for Predictive Preventive Personalized Medicine (EPMA), a national representative of EPMA, and a member of the American Society of Clinical Oncology (ASCO) and the American Association for the Advancement of Sciences (AAAS). He is also the editor in chief of International Journal of Chronic Diseases & Therapy, an associate editor of EPMA Journal, Frontiers in Endocrinology, and BMC Medical Genomics, and a guest editor of Mass Spectrometry Reviews, Frontiers in Endocrinology, EPMA Journal, and Oxidative Medicine and Cellular Longevity. He has published more than 148 articles, 28 book chapters, 6 books, and 2 US patents in the field of clinical proteomics and biomarkers.",institutionString:"Shandong First Medical University",institution:{name:"Affiliated Hospital of Shandong Academy of Medical Sciences",country:{name:"China"}}}]}},subseries:{item:{id:"28",type:"subseries",title:"Animal Reproductive Biology and Technology",keywords:"Animal Reproduction, Artificial Insemination, Embryos, Cryopreservation, Conservation, Breeding, Epigenetics",scope:"The advances of knowledge on animal reproductive biology and technologies revolutionized livestock production. Artificial insemination, for example, was the first technology applied on a large scale, initially in dairy cattle and afterward applied to other species. Nowadays, embryo production and transfer are used commercially along with other technologies to modulate epigenetic regulation. Gene editing is also emerging as an innovative tool. This topic will discuss the potential use of these techniques, novel strategies, and lines of research in progress in the fields mentioned above.",coverUrl:"https://cdn.intechopen.com/series_topics/covers/28.jpg",hasOnlineFirst:!1,hasPublishedBooks:!0,annualVolume:11417,editor:{id:"177225",title:"Prof.",name:"Rosa Maria Lino Neto",middleName:null,surname:"Pereira",slug:"rosa-maria-lino-neto-pereira",fullName:"Rosa Maria Lino Neto Pereira",profilePictureURL:"https://s3.us-east-1.amazonaws.com/intech-files/0030O00002bS9wkQAC/Profile_Picture_1624519982291",biography:"Rosa Maria Lino Neto Pereira (DVM, MsC, PhD and) is currently a researcher at the Genetic Resources and Biotechnology Unit of the National Institute of Agrarian and Veterinarian Research (INIAV, Portugal). She is the head of the Reproduction and Embryology Laboratories and was lecturer of Reproduction and Reproductive Biotechnologies at Veterinary Medicine Faculty. She has over 25 years of experience working in reproductive biology and biotechnology areas with a special emphasis on embryo and gamete cryopreservation, for research and animal genetic resources conservation, leading research projects with several peer-reviewed papers. Rosa Pereira is member of the ERFP-FAO Ex situ Working Group and of the Management Commission of the Portuguese Animal Germplasm Bank.",institutionString:"The National Institute for Agricultural and Veterinary Research. 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Behind these definitions are hidden all the aspects of normal and pathological functioning of all processes that the topic ‘Metabolism’ will cover within the Biochemistry Series. 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Thus proteomics, an area of research that detects all protein forms expressed in an organism, including splice isoforms and post-translational modifications, is more suitable than genomics for a comprehensive understanding of the biochemical processes that govern life. The most common proteomics applications are currently in the clinical field for the identification, in a variety of biological matrices, of biomarkers for diagnosis and therapeutic intervention of disorders. From the comparison of proteomic profiles of control and disease or different physiological states, which may emerge, changes in protein expression can provide new insights into the roles played by some proteins in human pathologies. Understanding how proteins function and interact with each other is another goal of proteomics that makes this approach even more intriguing. Specialized technology and expertise are required to assess the proteome of any biological sample. 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