Zanoli, Prof. Raffaele and Naspetti, Dr. Simona (2006) The positioning of organic products: which way forward? Paper at: Joint Organic Congress, Odense, Denmark, May 30-31, 2006.
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.
|EPrint Type:||Conference paper, poster, etc.|
|Type of presentation:||Paper|
|Subjects:|| Food systems > Markets and trade|
Values, standards and certification > Consumer issues
|Research affiliation:||International Conferences > 2006: Joint Organic Congress > Plenum|
|Deposited By:||Zanoli, Prof. Raffaele|
|Deposited On:||09 May 2006|
|Last Modified:||12 Apr 2010 07:32|
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