7629: The positioning of organic products: which way forward?
(2006) The positioning of organic products: which way forward? . Paper presented at Joint Organic Congress, Odense, Denmark, May 30-31, 2006..
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Summary
The current positioning of organic products is based on a segmentation approach that recognises the organic market basically as a (enlarging) niche. Research conducted by the authors through various EU projects shows that the positioning of organic products cannot simply hinge on attributes/characteristics that differentiate organic products from their competitors, nor is a strategy based on benefit segmentation enough. A value/need based positioning of organic food products is proposed, based on a lateral marketing approach.
| Document Language: | English |
|---|---|
| Subject Areas: | Food systems > Markets and trade Values, standards and certification > Consumer issues |
| Research affiliation: | International Conferences > Joint Organic Congress 2006 > Plenum |
| Total budget (Euro): | 0 |
| Orgprints ID Number: | 7629 |
| Contact: | Zanoli, Prof. Raffaele |
| Deposited On: | 09 May 2006 |
| EPrint Type: | Submit a paper or a poster to a conference |
| Published?: | Published |
| Type of presentation: | Paper |
| Peer Review Status: | Not peer-reviewed |
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