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The positioning of organic products: which way forward?

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.

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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.


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
ID Code:7629
Deposited On:09 May 2006
Last Modified:12 Apr 2010 07:32
Document Language:English
Status:Published
Refereed:Not peer-reviewed

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