Zanoli, Prof. Raffaele and Naspetti, Dr. Simona (2006) The positioning of organic products: which way forward? 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. (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: | 09 Sep 2009 15:39 |
| Document Language: | English |
| Status: | Published |
| Refereed: | Not peer-reviewed |
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