3608: Probleme konventioneller Hersteller beim Einstieg in die Öko-Vermarktung [Problems of Food Industry in the Transition toward Organic Markets]
(2005) Probleme konventioneller Hersteller beim Einstieg in die Öko-Vermarktung [Problems of Food Industry in the Transition toward Organic Markets]. Paper presented at 8. Wissenschaftstagung Ökologischer Landbau - Ende der Nische, Kassel, 01.03.2005 - 04.03.2005; Published in Heß, J and Rahmann, G, Eds. Ende der Nische, Beiträge zur 8. Wissenschaftstagung Ökologischer Landbau. kassel university press GmbH, Kassel.
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Summary
Large food companies rarely produce organic products in Germany. Core problems on the economic level are:
• The target groups of the organic market are too small. Market increase requires the exploration of new target groups beyond the typical consumer of organic food.
• Small units lead to high costs per unit and to a vicious circle of too high prices and buying abstinence (in spite of “eco-affinity”).
• Organizational deficits in the marketing chain and inside enterprises hamper a proactive eco-marketing.
There are also problems at the psychological level: The management in conventional food industry fears discrimination of their conventional range and therefore a loss in total turnover. However, this fear is not supported by any empirical experience. In contrast, positive image spill-over effects from the organic range towards the conventional range could be observed. We observed two reasons for this virtual threat:
• No conviction in the potential for demands of organic products.
• Emotional resistance against the lifestyle criticism of the organic movement.
Prospect: Marketing and organizational problems require an active Marketing-Chain-Management inside and outside of enterprise borders. In a horizontal cooperation processors should develop a joint eco-marketing for their organic supplies. Motivational resistance has to be solved before looking for technical or economical solutions.
| Document Language: | Deutsch - German |
|---|---|
| Keywords: | Marketing, Verarbeitung, Vermarktungskette |
| Subject Areas: | Food systems > Markets and trade |
| Research affiliation: | International Conferences > Scientific Conferences for Germany, Austria and Switzerland > Scientific conference 2005 |
| Orgprints ID Number: | 3608 |
| Contact: | Dienel, Dr. Wolfram |
| Deposited On: | 05 March 2005 |
| EPrint Type: | Conference paper |
| Published?: | Published |
| Online at: | http://oekomarkt-erschliessung.de |
| Peer Review Status: | Peer-reviewed and accepted |
| Related Links: | http://www.bio-in-markenqualitaet.de |
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