Quality Labeling as Instrument to Create Product Equity: The Case of IKB in the Netherlands
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.
Unable to display preview. Download preview PDF.
- Aaker, David A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.Google Scholar
- Buzell, Robert D. and Bradley T. Gale (1987), The PIMS principles: Linking Strategy to Performance. New York: The Free Press.Google Scholar
- Cunningham, Scott M. (1967), “The Major Dimensions of Perceived Risk.” in Risk Taking and Information Handling in Consumer Behavior, D.F. Cox, ed. Boston, Ma: Harvard University Press, 82–108.Google Scholar
- Engel, James F. and Roger D. Blackwell (1982), Consumer Behavior, 4th ed. Chicago: The Dryden Press.Google Scholar
- Jacoby, Jacob and Robert W. Chestnut (1978), Brand Loyalty: Measurement and Management. New York: John Wiley & Sons, Inc.Google Scholar
- Meulenberg, Matthias T.G. and Maarten Kool (1994), “Chain Marketing of Agricultural Products,” in Management Studies and the Agribusiness 1994, Geoffrey Hagelaar ed. Wageningen, The Netherlands: Wageningen Agricultural University, Department of Management Studies, 325–36.Google Scholar
- Porter, Michael E. (1980), Competitive Strategy. New York: The Free Press.Google Scholar
- Rossiter, John R. and Larry Percy (1987), Advertising and Promotion Management. New York: McGraw-Hill.Google Scholar
- Steenkamp, Jan-Benedict E.M. (1986), Kwaliteitsbeoordeling van Vleeswaren [Quality Perception of Meat Products], Rijswijk, The Netherlands: Commodity Board for Livestoch and Meat.Google Scholar
- Steenkamp, Jan-Benedict E.M. (1989), Product Quality: An Investigation into the Concept and how it is Perceived by Consumers. Assen, The Netherlands: Van Gorcum.Google Scholar
- Van Trijp, Hans C.M. (1991), Het imago van vleessoorten bij de Nederlandse Consument [The Image of Meat Types among Dutch Consumers]. Rijswijk, The Netherlands: Commodity Board for Livestock and MeatGoogle Scholar