Volume 2 Number 2 2025

Editorial

D O I: https://doi.org/10.69102/CTMJ.2025.020200

ADAM SAGAN
Krakow University of Economics (Poland)

IRT Reliability of Coffee Ritual Behavior
Scale – a New Metrics

A B S T R A C T

This study examined the psychometric properties of the Ritual Coffee Consumption Scale using the Rasch model. Results demonstrated good item and person fit, confirming unidimensionality and model conformity. However, the Person Separation Index (PSI ≈ 1.0) and an undefined Item Separation Index (ISI) indicated limited differentiation among respondents and items. A newly developed Quality₍ᵢ₎ index, integrating reliability and model fit, revealed the highest precision around the midrange of the latent continuum and reduced accuracy at the extremes. Findings highlight the scale’s validity for assessing moderate ritual engagement and suggest extending item difficulty range to enhance measurement coverage and reliability.

K e y w o r d s: ritual coffee consumption, IRT model, scale reliability and quality

J E L C l a s s I f i c a t i o n: M31

Citation: Sagan, A. (2025). IRT Reliability of Coffee Ritual Behavior Scale – a New Metrics, Coffee and Tea Marketing Journal, 2(2), 9-28.

https: //doi.org/10.69102/CTMJ.2025.020201

Paper received: 31 October 2025 • Paper revised: 21 November 2025 • Paper accepted: 28 November 2025

HENRYK MRUK
College of Management and Psychology in Poznań (Poland)

Efficient Leadership on the Coffee
and Tea Market

A B S T R A C T

The aim of the article is to present the factors that determine the efficiency of leadership in the context of task formulation, team selection and employee motivation to achieve set goals. The analyses are based on findings from the literature on the subject, market observations, interviews with business leaders and the author’s own experiences. The study uses the methods of deduction, comparative analysis and critical thinking. The formulated conclusions may constitute practical support for leaders managing enterprises on the supplier side of the coffee and tea market. The discussed subject is particularly meaningful given the uniqueness of every entity and dynamic, unpredictable changes in the market environment.

K e y w o r d s : leadership, leader, human resources management, coffee market, tea market

J E L C l a s s i f i c a t i o n : D23, L22, M31, M54

Citation: Mruk, H. (2025). Efficient Leadership on the Coffee and Tea Market, Coffee and Tea Marketing Journal, 2(2), 29-45. https://doi.org/10.69102/CTMJ.2025.020202

Paper received: 14 August 2025 • Paper revised: 25 September 2025 • Paper accepted: 11 October 2025

IZABELA KOWALIK
Warsaw School of Economics (Poland)
MAIA MAZIASHVILI
Warsaw School of Economics (Georgia)

Entrepreneurial Marketing
in the Ethnic Food Niche

A B S T R A C T
Aim/Purpose: The article aims at examining the niche strategy applied by restaurant owners and food producers in the ethnic cuisine market in Poland. It also explains how the entrepreneurial marketing tools are used by such SMEs to sustain their competitive position in the volatile and uncertain environment.

Design/methodology/approach: CATI survey was conducted between September and October 2023 among 85 Georgian entrepreneurs operating in Poland, selected via purposive sampling. Descriptive statistics, ANOVA and correlation methods were applied to analyse the data.

Findings: All respondents in the sample used the niche strategy, but it covered different parts of their offering. A stronger market adaptation of the food offering was accompanied by a stronger social media marketing capability, stronger co-production with clients, more focus on opportunities and legitimization of the offering. The use of these entrepreneurial marketing tools was accompanied with higher acquisition of new clients.

Research implications/limitations: The limitations regard the size of the sample and the cross-sectional approach of the study. Thus, it is advisable to extend the study to another ethnic food market segment and to prolong the study to check the validity of results in a more stable economic situation.

Originality/value/contribution: The mix of competitive strategies applied by the ethnic restaurants in Poland, who both concentrate on the traditional ethnic food niche and adapt their products to the tastes of the local population provides an interesting contribution. This mix of strategies can be classified as a “hybrid” strategy which integrates the specialization and differentiation understood in the classical
Porter’s sense.

K e y w o r d s: niche strategy, entrepreneurial marketing, ethnic food, Poland, Georgia

J E L C l a s s I f i c a t i o n: M16, M31

Citation: Kowalik, I., Maziashvili, M. (2025). Entrepreneurial marketing in the ethnic food niche, Coffee and Tea Marketing Journal, 2(2), 47-61. https://doi.org/10.69102/CTMJ.2025.020203

Paper received: 4 April 2025 – Paper revised: 15 May 2025 • Paper accepted: 10 June 2025

MARÍA DOLORES CORTINA-UREÑA
Escuela de negocios ESIC (Spain)
ADELA PEREIRA
Adela Pereira Consultora (Spain)
DAVID B. LÓPEZ-LLUCH
University Miguel Hernández (Spain)
IRENE ARIAS-NAVARRO
University Miguel Hernández (Spain)

Preliminary Analysis of the Profitability
of Wine Tourism by Quantifying the Use
of Customer Information Obtained During
the Visit to the Wineries. The Case of Spain

A B S T R A C T
Wine tourism offers a unique opportunity for wineries to promote wine and the brand directly to the end consumer, resulting in a positive impact on the winery’s gross profit margin and growth rates. Winery visits are a fundamental pillar of wine tourism, however, making a profit with the usual methods is difficult, and it is necessary to assume that the true profitability of wine tourism begins when the visitor leaves the winery. This implies understanding the profitability derived from wine tourism in the medium term. The focus should be on visitor relationship management and customer retention. Loyalty therefore begins with data collection at the winery, to develop a customer database that allows for subsequent follow-up, and thus connects the strategic wine tourism business unit with the winery’s digital, direct-to-consumer sales channel. Therefore, the objective of this communication is to evaluate the profitability of strategic business units of wine tourism by quantifying the use of customer information obtained during visits to these wineries.

K e y w o r d s :wine tourism, visits, loyalty, profitability

J E L C l a s s I f i c a t i o n : Q13, M31, Z32

Citation: Cortina-Ureña, M.D., Pereira, A., López-Lluch, D.B., Arias-Navarro, I. (2025). Preliminary analysis of the profitability of wine tourism by quantifying the use of customer information obtained during the visit to the wineries. The case of Spain, Coffee and Tea Marketing Journal, 2(2), 63-77. https://doi.org/10.69102/CTMJ.2025.020204

Paper received: 15 April 2025 – Paper revised: 26 June 2025 – Paper accepted: 10 July 2025

JERRY C Y LIU
Graduate School of Arts Management and Cultural Policy
National Taiwan University of Arts (Taiwan)

Book Review:

Global Coffee and Cultural Change
in Modern Japan
by Helena Grinshpun.
London and New York: Routledge, 2021

JE L C l a s s I f i c a t i o n: Y30

Citation: Liu, J.C.Y. (2025). Book Review: Global Coffee and Cultural Change in Modern Japan by Helena Grinshpun. London and New York: Routledge, 2021. Coffee and Tea Marketing Journal, 2(2), 79-84. https://doi.org/10.69102/CTMJ.2025.020205

Paper received: 03 November 2025 • Paper accepted: 19 November 2025