importance of constructs such as corporate identity and supplychain management logic. Caswell et al. consider the interaction ofpublic and private incentives in promoting food safety in the USmeat industry. The drivers of food safety innovation are also dis-cussed. Crucially, food safety is taken for granted by consumerssince it is something they cannot measure for themselves. Thereis little incentive, according to the authors, for firms to disclosetheir safety procedures and yet many firms do utilise innovativeprocedures. Competitive pressures and rising industry standardsmay play a part. The authors develop three reasonably detailedcase studies, the first centring on new equipment, the second ona new management system and the third on government informa-tion and purchasing requirements. The final section of the chapterprovides a useful evaluation of the lessons to be learned concerningthe incentives for food safety innovation. Lopez et al. investigateinnovation, ISO certification and quality normalisation. The chapterbegins by demonstrating how internationalisation and an imbal-ance in the supplier/retailer relationship have resulted in changesin competitive pressures. The authors rightly point out that inmature markets where there is little differentiation in terms ofthe core product, the focus is more in efficiency and innovationwith respect to the processes involved. The ISO quality standardis thoroughly critiqued and an in-depth discussion of quality regu-lation and standards is developed. An empirical analysis of qualityand innovation in Spanish firms is then presented. The statisticalanalysis is thorough.

Senker and Mangematin critique biotech innovation in Europe’sfood and drink processing industry, noting that the potential bene-fits of biotechnology have been set against negative consumer atti-tudes towards its use. An informative overview of the sector ispresented and the point is made that large and small firms canco-exist due to food technology processing being uncomplicatedand efficiency being achievable across all firm sizes. Sources ofinnovation include supplier and distributor relations and improve-ments in knowledge. The future prospects for biotechnology in thesector are assessed and barriers are evaluated. Connor looks specif-ically at the global lysine industry. Lysine is an essential amino acidwhich is not produced by the body but which is absorbed throughfood. An insightful discussion of the uses of the product is devel-oped and a description of the technologies used in its production

is given. A range of helpful statistics around the evolution of theindustry are presented and an evaluation of its global supply iscarried out. Galliano and Roux focus on organisational and techno-logical changes in French agribusiness and develop a typology oforganisational and technological changes. They first examine theextend of organisational innovation before considering technolog-ical changes in areas such as computerisation. Particular strategieswhich result in change are assessed. Multiple correspondence anal-ysis is carried out on data from 1994 to 1997. This is somewhatdated, especially given the advancement in innovation in thedecade since then. Christensen examines knowledge sourcing forproduct innovation in Denmark, concentrating on the contrastbetween the perceived limited knowledge input for innovationand the actual innovation found in the industry. Some useful datasupports the discussion and there is even an in-depth analysis ofthe Danish regions.

Mytelka and Goertzen focus on vision and identity in a winecluster in the Niagara Peninsula. This extensive chapter beginswith an appraisal of agro-food innovations systems and includesa helpful model of how this applies to the wine cluster. The storyof how the cluster was built is then developed in detail over threetime phases. The narrative is well supported throughout with rele-vant statistics and appendices. The final chapter provides an over-view of the industry before considering the impact oftechnological development. The authors note the heightened inno-vatory abilities of larger firms and the role of foreign direct invest-ment in the overall process. Consideration is also given to theexporting process. The chapter also considers a range of technolog-ical strategies. Overall, the edited collection provides useful insightinto an important industry and the differing perspectives, alongsidesometimes quite detailed statistical analysis helps to generatesound understanding of the contemporary issues affecting theindustry.

Ian FillisDivision of Marketing, University of Stirling,

Stirling FK9 4LA, UKE-mail address: i.r.fillis@stir.ac.uk

doi:10.1016/j.tourman.2009.02.001

Book review / Tourism Management 31 (2010) 147–153152

Travel Medicine – Tales Behind the Science, A. Wilder-Smith,E. Schwartz, M. Shaw. Elsevier (2007). £29.99, Oxford (pbk),ISBN: 9780080453590

Having read through this book several times, I am still confusedas to its target audience and purpose. There are a number of excel-lent chapters dealing with subjects as diverse as the history ofspecific vaccines (e.g. Andre; Collins); the developments of facilitiesand services (e.g. Freedman; Ericsson); a number of really inter-esting chapters on what it is like to practice in this field (e.g.Shaw; Gollogly); and the discovery of new or more effective treat-ments (e.g. Schlagenhauf-Lawlor) but there are also a number ofchapters that seem, at best, misplaced in this collection. Forexample, the chapter by Keystone sets out some basic steps thattravellers should take but who is it aimed at? It is not detailedenough for those practicing travel medicine and surely not aimedat the general public in this volume? Most worrying was the unsci-entific nature of some of the recommendations based on anecdotalevidence.

Some chapters assume a wealth of medical knowledge, othersin-depth travel knowledge, while others are almost condescendingin their simplification! Worse are the ones that appear to beextended advertisements, such as the one on the Gorgas courseby Freedman.

The idea behind this book, to present the ‘stories’ - mapping thehistory or reasoning behind events in travel medicine – is a wonder-ful one. However, it does still claim to be a textbook, albeit nota standard one, and therefore requires some rigour in what is beingpresented. There are some excellent case studies from the field andchapters documenting aspects of travel medicine such as Andre’sstory of Hepatitis A. Many are interesting and clearly writtenfrom a knowledgeable standpoint. The challenges faced in prac-ticing travel medicine are clearly complex and to present an editedbook seeking to cover the breadth of this subject area was nevergoing to be easy.

Would I recommend this book? Yes, there are a number of excel-lent chapters. Unfortunately a number of the direst chapters appearquite near the beginning, likely to be off putting to prospective

Book review / Tourism Management 31 (2010) 147–153 153

readers. I would suggest that any future editions are morediscerning in their inclusion criteria to gain a more consistentquality as the poor chapters drag down what could be a classicedition to library and personal collections.

doi:10.1016/j.tourman.2009.03.008

Linda WalkerDivision of Marketing,

University of Stirling, Stirling, Scotland, UKE-mail address: linda.walker@stir.ac.uk