%A Dr. Wolfram Dienel
%J Ende der Nische, Beitr?ge zur 8. Wissenschaftstagung ?kologischer Landbau
%T Probleme konventioneller Hersteller beim Einstieg in die ?ko-Vermarktung
%X 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.

%K Marketing, Verarbeitung, Vermarktungskette
%E J He?
%E G Rahmann
%D 2005
%I kassel university press GmbH, Kassel
%L orgprints3608