IDEAS home Printed from
   My bibliography  Save this paper

Key Success Factors in Health-related Food Marketing: A Case Study Approach


  • Aschemann-Witzel, Jessica
  • Perez-Cueto, Federico J.A.
  • Niedzwiedzka, Barbara
  • Verbeke, Wim
  • Bech-Larsen, Tino


Every now and then, astonishing success stories can be observed on the food market. Many of the recent examples make reference to health characteristics and arguments. In order to analyse the possibly underlying success factors, an empirical case study approach was chosen. 27 successful European Union food marketing cases were purposively sampled from the database of renowned marketing effectiveness awards as well as following a series of food market expert interviews. Success factors were analyzed in a two-step approach, first for each case and then in a case-by-case comparison structured with a card sorting method. Six groups of success factors emerged from the analysis and named "data and knowledge", "emotions", "endorsement", "media", "community" and "why and how". Several success factors appeared to be of specific importance for the issue of health characteristics and arguments. It is concluded that considering the applicability of these case derived success factors might be a recommendable way of improving food marketing campaigns, especially when referencing to health in the communication.

Suggested Citation

  • Aschemann-Witzel, Jessica & Perez-Cueto, Federico J.A. & Niedzwiedzka, Barbara & Verbeke, Wim & Bech-Larsen, Tino, 2011. "Key Success Factors in Health-related Food Marketing: A Case Study Approach," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114211, European Association of Agricultural Economists.
  • Handle: RePEc:ags:eaae11:114211

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Ketelhöhn, Werner, 1998. "What is a key success factor?," European Management Journal, Elsevier, vol. 16(3), pages 335-340, June.
    Full references (including those not matched with items on IDEAS)

    More about this item


    Health Economics and Policy; Marketing;

    NEP fields

    This paper has been announced in the following NEP Reports:


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:eaae11:114211. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (AgEcon Search). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.