http://orgprints.org/3608/ Probleme konventioneller Hersteller beim Einstieg in die Öko-Vermarktung Dienel, Dr. Wolfram Markets and trade Large food companies rarely produce organic products in Germany. Core problems on the economic level are: • The target groups of the organic market are too small. Market increase requires the exploration of new target groups beyond the typical consumer of organic food. • Small units lead to high costs per unit and to a vicious circle of too high prices and buying abstinence (in spite of “eco-affinity”). • Organizational deficits in the marketing chain and inside enterprises hamper a proactive eco-marketing. There are also problems at the psychological level: The management in conventional food industry fears discrimination of their conventional range and therefore a loss in total turnover. However, this fear is not supported by any empirical experience. In contrast, positive image spill-over effects from the organic range towards the conventional range could be observed. We observed two reasons for this virtual threat: • No conviction in the potential for demands of organic products. • Emotional resistance against the lifestyle criticism of the organic movement. Prospect: Marketing and organizational problems require an active Marketing-Chain-Management inside and outside of enterprise borders. In a horizontal cooperation processors should develop a joint eco-marketing for their organic supplies. Motivational resistance has to be solved before looking for technical or economical solutions. kassel university press GmbH, Kassel Heß, J Rahmann, G 2005 Conference paper, poster, etc. NonPeerReviewed application/pdf http://orgprints.org/3608/1/3608.pdf Dienel, Dr. Wolfram (2005) Probleme konventioneller Hersteller beim Einstieg in die Öko-Vermarktung. [Problems of Food Industry in the Transition toward Organic Markets.] 8. Wissenschaftstagung Ökologischer Landbau - Ende der Nische, Kassel, 01.03.2005 - 04.03.2005. In: Heß, J and Rahmann, G (Eds.) Ende der Nische, Beiträge zur 8. Wissenschaftstagung Ökologischer Landbau, kassel university press GmbH, Kassel. http://orgprints.org/3608/http://orgprints.org/3608/1/