The Dynamics of Exploring Future Market Potential of genetically Modified Foods

Clare D'Souza, Ali Quazi

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

Purpose – The purpose of this paper is to express a general review on how best in the present time can one market genetically modified (GM) foods in the face of the controversial arguments faced globally. Despite the importance of marketing, many organizations though they understand its worth, fail to find radical strategic solutions for the problems encountered by their products. In fact most of them find that disclosing GM ingredients will prohibit consumers from buying their products, whilst, the few GM foods that were proactively marketed indicated the potential of effective marketing and successful product placement.

Design/methodology/approach – To be able to market GM foods, an understanding of customer value and problems customers envisage is discussed. The paper attempts to provide a general global perspective on consumer’s views about these issues and with the help of a conceptual model it attempts to identify some of the problems related with marketing GM foods.

Findings – The findings indicate that these products would have to be repositioned as being seen as less risky and more beneficial to consumers in the light that they can be scientifically proven.

Originality/value – This research is innovative in the sense it demonstrates an understanding of how to provide customer value for not only consumers who are the ultimate end users but also provides an insight to a broader audience such as manufacturers, agriculturalists and marketing professionals as to what are some of the contributing factors that consumers look for to make an informed choice
Original languageEnglish
Pages (from-to)95-108
Number of pages14
JournalNutrition and Food Science
Volume35
Issue number2
DOIs
Publication statusPublished - 2005
Externally publishedYes

Fingerprint

Genetically Modified Food
genetically modified foods
Marketing
markets
marketing
Light
purchasing
Research
ingredients

Cite this

@article{25178e4a0e444153bcda4a9ccf2e3351,
title = "The Dynamics of Exploring Future Market Potential of genetically Modified Foods",
abstract = "Purpose – The purpose of this paper is to express a general review on how best in the present time can one market genetically modified (GM) foods in the face of the controversial arguments faced globally. Despite the importance of marketing, many organizations though they understand its worth, fail to find radical strategic solutions for the problems encountered by their products. In fact most of them find that disclosing GM ingredients will prohibit consumers from buying their products, whilst, the few GM foods that were proactively marketed indicated the potential of effective marketing and successful product placement.Design/methodology/approach – To be able to market GM foods, an understanding of customer value and problems customers envisage is discussed. The paper attempts to provide a general global perspective on consumer’s views about these issues and with the help of a conceptual model it attempts to identify some of the problems related with marketing GM foods.Findings – The findings indicate that these products would have to be repositioned as being seen as less risky and more beneficial to consumers in the light that they can be scientifically proven.Originality/value – This research is innovative in the sense it demonstrates an understanding of how to provide customer value for not only consumers who are the ultimate end users but also provides an insight to a broader audience such as manufacturers, agriculturalists and marketing professionals as to what are some of the contributing factors that consumers look for to make an informed choice",
author = "Clare D'Souza and Ali Quazi",
year = "2005",
doi = "10.1108/00346650510585886",
language = "English",
volume = "35",
pages = "95--108",
journal = "Nutrition and Food Science",
issn = "0034-6659",
publisher = "Emerald Group Publishing Ltd.",
number = "2",

}

The Dynamics of Exploring Future Market Potential of genetically Modified Foods. / D'Souza, Clare; Quazi, Ali.

In: Nutrition and Food Science, Vol. 35, No. 2, 2005, p. 95-108.

Research output: Contribution to journalArticle

TY - JOUR

T1 - The Dynamics of Exploring Future Market Potential of genetically Modified Foods

AU - D'Souza, Clare

AU - Quazi, Ali

PY - 2005

Y1 - 2005

N2 - Purpose – The purpose of this paper is to express a general review on how best in the present time can one market genetically modified (GM) foods in the face of the controversial arguments faced globally. Despite the importance of marketing, many organizations though they understand its worth, fail to find radical strategic solutions for the problems encountered by their products. In fact most of them find that disclosing GM ingredients will prohibit consumers from buying their products, whilst, the few GM foods that were proactively marketed indicated the potential of effective marketing and successful product placement.Design/methodology/approach – To be able to market GM foods, an understanding of customer value and problems customers envisage is discussed. The paper attempts to provide a general global perspective on consumer’s views about these issues and with the help of a conceptual model it attempts to identify some of the problems related with marketing GM foods.Findings – The findings indicate that these products would have to be repositioned as being seen as less risky and more beneficial to consumers in the light that they can be scientifically proven.Originality/value – This research is innovative in the sense it demonstrates an understanding of how to provide customer value for not only consumers who are the ultimate end users but also provides an insight to a broader audience such as manufacturers, agriculturalists and marketing professionals as to what are some of the contributing factors that consumers look for to make an informed choice

AB - Purpose – The purpose of this paper is to express a general review on how best in the present time can one market genetically modified (GM) foods in the face of the controversial arguments faced globally. Despite the importance of marketing, many organizations though they understand its worth, fail to find radical strategic solutions for the problems encountered by their products. In fact most of them find that disclosing GM ingredients will prohibit consumers from buying their products, whilst, the few GM foods that were proactively marketed indicated the potential of effective marketing and successful product placement.Design/methodology/approach – To be able to market GM foods, an understanding of customer value and problems customers envisage is discussed. The paper attempts to provide a general global perspective on consumer’s views about these issues and with the help of a conceptual model it attempts to identify some of the problems related with marketing GM foods.Findings – The findings indicate that these products would have to be repositioned as being seen as less risky and more beneficial to consumers in the light that they can be scientifically proven.Originality/value – This research is innovative in the sense it demonstrates an understanding of how to provide customer value for not only consumers who are the ultimate end users but also provides an insight to a broader audience such as manufacturers, agriculturalists and marketing professionals as to what are some of the contributing factors that consumers look for to make an informed choice

U2 - 10.1108/00346650510585886

DO - 10.1108/00346650510585886

M3 - Article

VL - 35

SP - 95

EP - 108

JO - Nutrition and Food Science

JF - Nutrition and Food Science

SN - 0034-6659

IS - 2

ER -