title: The positioning of organic products: which way forward?  
creator: Zanoli, Prof. Raffaele
creator: Naspetti, Dr. Simona
subject:  Markets and trade
subject: Consumer issues
description: 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.
date: 2006
type: Conference paper, poster, etc. 
type: NonPeerReviewed
format: application/pdf
identifier: http://orgprints.org/7629/1/ZAnoli-Naspetti_Odense_06.pdf
identifier: Zanoli, Prof. Raffaele and Naspetti, Dr. Simona (2006) The positioning of organic products: which way forward? Joint Organic Congress, Odense, Denmark, May 30-31, 2006.
relation: http://orgprints.org/7629/