@inproceedings{orgprints7629,
           title = {The positioning of organic products: which way forward?
},
          author = {Prof. Raffaele Zanoli and Dr. Simona Naspetti},
            year = {2006},
             url = {http://orgprints.org/7629/},
        abstract = {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.}
}