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Today, customers’ perceived value does not only depend on the products, but also on the services provided by a firm. In e-commerce, it is important to shift the focus beyond the product and discuss the value of personalized services in the context of e-commerce fulfillment. Therefore, the purpose of this paper is twofold: to develop a conceptual framework proposing satisfaction through personalized services as a middle-range theory; and to suggest foundational premises supporting the theoretical framework, which in turn shape middle-range theory within the context of apparel e-commerce fulfillment.

In this theory-driven paper, the authors apply the scientific circle of enquiry, as it demonstrates the role of theorizing with the help of middle-range theory and empirical evidence and as such provides a methodological scaffolding that connects theory formulation and verification. The authors synthesize literature related to customer perceived value (CPV) and satisfaction, followed by abduction focusing on understanding the empirical domain as it occurred in practice from company cases. The presented case studies are based on semi-structured interviews with three Swedish online retailers within the apparel industry. The theory-driven analysis results in suggestions of foundational premises.

Based on the theoretical foundations and empirical generalizations, three propositions are suggested. The premises regarding satisfaction through personalized service applied in the domain of apparel e-commerce fulfillment are: to ensure customer satisfaction requires a value co-creation perspective using data during the pre-purchase phase; to ensure customer satisfaction and retention require added-value perspective during the post-purchase phase of the shopping journey; and to ensure satisfaction and convenience require an added-value perspective at the last mile.

The apparel firms lose a substantial amount of revenue because of poor online customer satisfaction, leading to e-commerce not reaching its full potential. To enhance customer value, online retailers need to find a resort in advanced technologies and analytics to address customer satisfaction, and it is suggested that retailers shift their focus beyond the products and find ways to improve personalized service offerings to gain market advantage, improve fulfillment, drive sales and increase CPV.

To consider personalized services as a source for improving e-commerce fulfillment and CPV, the main contribution of this study is conceptual as it presents a theoretical model developed from general theory, middle-range theory and verified with empirical claims.

Malnutrition is a serious public health problem, which occurs because of an inadequate supply of nutrients and therefore affects many children and women (especially pregnant and lactating women of low economic class) worldwide. There is a great need to develop cost-effective fortified food supplements to overcome this problem. Therefore, this study aims to examine the factors that should be considered in the development of low-cost supplementary foods for breastfeeding women.

A wide variety of relevant publications were identified through search in electronic databases (ScienceDirect, PubMed, SciELO, Google Scholar, SpringerLink and ResearchGate) based on different keywords such as malnutrition, specific considerations, supplementary foods and breastfeeding women, which were published before 2020. After looking for adequate literature, 71 articles were examined, which provided an overview of these aspects.

Various food supplements and food products already available in the market are generally expensive and go beyond the purchasing power of lower- or middle-class families. Traditionally, efforts have been made to prepare such supplements at home, but the composition of these products varies based on the economic status of consumers. Therefore, the nutritional status is clearly compromised because of the low standard of living, which requires a great need to develop low-cost nutritious food products, accessible to all and that meet the appropriate nutritional, sensory and economic attributes without ignoring the regulatory guidelines.

This review is majorly focused on the specific considerations, alternative sources, ensuring nutritional and sensorial attributes and economic aspects for the development of supplementary low-cost food products for breastfeeding women with the goal of eliminating malnutrition.