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Profiling the Natural Food Cooperative Members: Strategic Implications in Terms of Market Positioning and Governance

Streed, Odile; Cliquet, Gérard and Kagan, Albert (2017) Profiling the Natural Food Cooperative Members: Strategic Implications in Terms of Market Positioning and Governance. In: Management and Governance of Networks. Contributions to Management Science. Springer, pp. 111-130.

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Document available online at: https://halshs.archives-ouvertes.fr/halshs-01683573


Summary

This article contributes to current research by assessing the specificities and key points of differentiation of natural and organic food cooperative members versus customers of private natural food retailers. This is accomplished by identifying and comparing behavioral, attitudinal, and lifestyle characteristics of members and non-members in regard to organic food and sustainable practices such as buying local. Results reveal that food cooperative members are for the most part more “idealistic” than non-members but also identify a duality between idealism and pragmatism among members that could trigger serious governance issues. Consequently recommendations in terms of target market, positioning, communication, customer experience, and governance are determined.


EPrint Type:Book chapter
Keywords:natural food cooperative (en)
Subjects:"Organics" in general
Research affiliation: France > INRAe - Institut national de recherche pour l’agriculture, l’alimentation et l’environnement
ISBN:978-3-319-57275-8
DOI:10.1007/978-3-319-57276-5_7
Project ID:HAL-INRAe
Deposited By: PENVERN, Servane
ID Code:41417
Deposited On:12 Aug 2021 10:37
Last Modified:12 Aug 2021 10:37
Document Language:English

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