TY  - CONF
ID  - orgprints7629
UR  - http://orgprints.org/7629/
A1  - Zanoli, Prof. Raffaele
A1  - Naspetti, Dr. Simona
TI  - The positioning of organic products: which way forward?

Y1  - 2006///
N2  - 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.
AV  - public
ER  -