Key Success Factors in Health-related Food Marketing: A Case Study Approach
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.
|Date of creation:||2011|
|Date of revision:|
|Contact details of provider:|| Web page: http://www.eaae.org|
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Ketelhöhn, Werner, 1998. "What is a key success factor?," European Management Journal, Elsevier, vol. 16(3), pages 335-340, June.
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)
If references are entirely missing, you can add them using this form.