Fait partie de [OMC64]

2005 - 320 p.

Cooperative strategic behaviour in organic food markets: a note

Kalogeras N., Kalaitzis P., van Dijk D.

The aim of this article is to throw light on how marketing strategies are imbedded in the overall strategy of cooperative firms involved in organic agriculture. Through in-depth interviews with CEOs from 7 Dutch agri-food market-driven cooperatives, it was determined that: the theoretical taxonomy of strategies matched quite well with actual strategies. Dutch cooperatives involved in organic activity use a mix of marketing planning elements and they develop generic competitive advantages in the form of specialisation through very selective market segmentation.

Mots-clés    

AGRICULTURE BIOLOGIQUE, COMMERCIALISATION, COOPERATIVE AGRICOLE, SEGMENTATION DU MARCHE, TECHNIQUE DE VENTE

Citer cet article    

Kalogeras N., Kalaitzis P., van Dijk D. Cooperative strategic behaviour in organic food markets: a note. In : Mattas K. (ed.), Tsakiridou E. (ed.). Food quality products in the advent of the 21st century: production, demand and public policy. Chania : CIHEAM, 2005. p. 115-127. (Cahiers Options Méditerranéennes; n. 64). 83. EAAE Seminar on Food Quality Products in the Advent of the 21st Century: Production, Demand and Public Policy, 2003/09/04-07, Chania (Greece). http://om.ciheam.org/om/pdf/c64/00800049.pdf