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dc.contributor.authorBezawada, R.
dc.contributor.authorPauwels, Koen Hendrik
dc.date.accessioned2014-06-18T13:11:29Z
dc.date.available2014-06-18T13:11:29Z
dc.date.issued2013-01
dc.identifier.issn1547-7185
dc.identifier.urihttp://hdl.handle.net/10679/371
dc.identifier.urihttp://journals.ama.org/doi/abs/10.1509/jm.10.0229?journalCode=jmkg
dc.description.abstractHigher sales and margins are key goals for retailers promoting emerging products, such as organics, but little is known about their marketing effectiveness and their cross-effects on conventional product sales. Extant research reports conflicting results about price and promotional sensitivity for organic products and does not address the impact of organic assortment. This article calculates long-term own- and cross-elasticities of organic and conventional product sales in response to changes in assortment, price, and promotions. Using a rich data set of 56 categories, the authors test hypotheses on how different costs and benefits of organic products affect these elasticities. They find that enduring actions, such as assortment and regular price changes, have a higher elasticity for organics than for conventional products. In contrast with common wisdom, even “core” organic consumers are sensitive to these actions. Increasing organic assortment and promotion breadth yields higher profits for the total category, as do more frequent promotions on conventional products. Our category comparison yields specific advice as to where larger assortment, lower prices versus more and deeper promotions are most effective.en_US
dc.description.sponsorshipCenter for Relationship Marketing at the School of Management ; Baldy Center for Law and Social Policy at the State University of New York
dc.language.isoengen_US
dc.publisherAmerican Marketing Associationen_US
dc.relation.ispartofJournal of Marketing
dc.rightsopenAccess
dc.titleWhat is special about marketing organic products? How organic assortment, price, and promotions drive retailer performanceen_US
dc.typeArticleen_US
dc.description.versionpre-print
dc.peerreviewedyesen_US
dc.publicationstatuspublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID141722
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.identifier.volume77
dc.identifier.issue1
dc.identifier.startpage31
dc.identifier.endpage51
dc.identifier.wosWOS:000312685900003
dc.identifier.doi10.1509/jm.10.0229
dc.subject.keywordsOrganic productsen_US
dc.subject.keywordsFood marketingen_US
dc.subject.keywordsEmpirical generalizationsen_US
dc.subject.keywordsCross-categoryen_US
dc.subject.keywordsAssortmenten_US
dc.subject.keywordsMarketing mixen_US
dc.subject.keywordsVector autoregressive modelsen_US
dc.identifier.scopusSCOPUS:2-s2.0-84873283105
dc.contributor.authorMale1


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