9548: Regionalvermarktung und Bio-Produkte: Spannungsverhältnis oder sinnvolle Ergänzung? [Regional marketing and organic products: Contrariness or reasonable completion? ]
(2007) Regionalvermarktung und Bio-Produkte: Spannungsverhältnis oder sinnvolle Ergänzung? [Regional marketing and organic products: Contrariness or reasonable completion? ]. Paper presented at Zwischen Tradition und Globalisierung - 9. Wissenschaftstagung Ökologischer Landbau, Universität Hohenheim, Stuttgart, Deutschland, 20.-23.03.2007.
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Summary
Several studies on organic and region-of-origin labelled products assume that combining both characteristics enhances the success of the products on food markets. This paper presents results of two surveys which together give an insight into the compatibility of advertising the characteristics “organic” and “produced in the region of consumption” (regional products) for the case of Germany. Based on indepth interviews, the surveys reveal that the combination of both characteristics can complement each other but can also lead to unfavourable effects for both, organic and regional products. Hence, if market segments for organic and regional products are too small to serve them separately, the contrariness of the characteristics should be taken into account for developing adequate communication strategies.
| Document Language: | Deutsch - German |
|---|---|
| Keywords: | Produktdifferenzierung, Marktforschung, Marketing, Regionalwirtschaft |
| Subject Areas: | Food systems > Markets and trade |
| Research affiliation: | International Conferences > Scientific Conferences for D,A,CH (Wissenschaftstagung) > Scientific Conference 2007 > 3 Socioeconomics > 3.2 Marketing and market research |
| Total budget (Euro): | 0 |
| Orgprints ID Number: | 9548 |
| Contact: | Banik, Ina |
| Deposited On: | 14 May 2007 |
| EPrint Type: | Conference paper |
| Published?: | Published |
| Type of presentation: | Paper |
| Peer Review Status: | Peer-reviewed and accepted |
| Additional Publishing Information: | Die endgültige Version des Beitrags ist veröffentlicht in: S. Zikeli, W. Claupein, S. Dabbert, B. Kaufmann, T. Müller und A. Valle Zárate, Hrsg. (2007) Zwischen Tradition und Globalisierung – 9. Wissenschaftstagung Ökologischer Landbau, Universität Hohenheim, Deutschland, 20.-23. März 2007, http://orgprints.org/10742/ |
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