http://orgprints.org/7629/ The positioning of organic products: which way forward? 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. Zanoli, Prof. Raffaele Naspetti, Dr. Simona 5markets 7consumer joint_conference_plenum The positioning of organic products: which way forward? 2006-05-09 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. application/pdf