creators_name: Dienel, Wolfram
editors_name: Heß, J
editors_name: Rahmann, G
type: conference_item
datestamp: 2005-03-05
lastmod: 2009-08-20 14:24:15
metadata_visibility: show
title: Probleme konventioneller Hersteller beim Einstieg in die Öko-Vermarktung
ispublished: pub
subjects: 5markets
full_text_status: public
keywords: Marketing, Verarbeitung, Vermarktungskette
abstract: 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.

date: 2005
date_type: published
publication: Ende der Nische, Beiträge zur 8. Wissenschaftstagung Ökologischer Landbau
publisher: kassel university press GmbH, Kassel
refereed: yes
citation: 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.
document_url: http://orgprints.org/3608/1/3608.pdf