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Quality Assurance and other Marketing Management Elements as Key Success Factors for Entering a New Market: a Case Presentation of Functional Food Market in Indonesia AgEcon
Puspa, Jofi; Kuhl, Rainer.
Based on its distinctive profiles functional-food (FF) can be considered as a mixture of food and pharmaceutical items. Apparently, these different characteristics that exist beyond conventional food products contribute success of the commercialization of new innovative FFs. Therefore, assumption can be made by arguing that for the marketing a FF a distinctive marketing-strategic beyond the one usually used for the conventional food products must be employed. This study was pursued with the main aims to understand the consumer’s psychological factors and to find out elements important to setting up the marketing strategy. These two findings will be then used as basis for designing a distinctive marketing strategy for a FF. We found that consumer’s...
Tipo: Conference Paper or Presentation Palavras-chave: Product quality; Communication; Segmentation; Key success factors for market entry; Functional food in Indonesia.; Financial Economics; International Relations/Trade.
Ano: 2007 URL: http://purl.umn.edu/7848
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