creators_name: Zanoli, Raffaele
creators_name: Naspetti, Simona
type: conference_item
datestamp: 2006-05-09
lastmod: 2009-09-09 13:39:58
metadata_visibility: show
title: The positioning of organic products: which way forward?

ispublished: pub
subjects: 5markets
subjects: 7consumer
full_text_status: public
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.
date: 2006
date_type: published
refereed: never
citation: 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.
document_url: http://orgprints.org/7629/1/ZAnoli-Naspetti_Odense_06.pdf