Abstract
In response to the problems associated with intensifying competition and slow growth in the demand for food, European businesses increasingly attempt to add value to the agricultural raw material. To adopt a successful differentiation strategy, they must make the transition from the well-known product-oriented approach to marketing (based on homogenization, and cost minimization through economies of scale) to a consumer-oriented approach (identifying and meeting the needs of particular groups of consumers). The best performing companies demonstrate an unwavering focus upon the market place and relate all their operating decisions to the dictates of customer needs. The strategic reorientation of agribusiness coincides with consumer trends demanding higher quality than ever before. Therefore, differentiation on product attributes that consumers deem important may be a viable strategy to agribusiness.
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van Trijp, H.C.M., Steenkamp, JB.E.M., Candel, M.J.J.M. (1997). Quality Labeling as Instrument to Create Product Equity: The Case of IKB in the Netherlands. In: Wierenga, B., van Tilburg, A., Grunert, K., Steenkamp, JB.E.M., Wedel, M. (eds) Agricultural Marketing and Consumer Behavior in a Changing World. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-6273-3_10
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DOI: https://doi.org/10.1007/978-1-4615-6273-3_10
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