In recent years in the course of product differentiation more and more dairy products have been introduced promising additional benefits for consumers. The present article analyses the consumers' understanding of the products alpine milk and pasture-raised milk by means of two empirical studies....

Die Fleischbranche als größter Zweig der deutschen Ernährungswirtschaft zeichnet sich wie kaum eine andere Branche durch eine Dominanz der Kostenführerstrategie aus. Vor dem Hintergrund eines zunehmend ruinösen Verdrängungswettbewerbs wird in diesem Beitrag die Chance eines Markenaufbaus...

Die Anforderungen der Gesellschaft an den Tierschutz in der Geflügelindustrie steigen. Die Forderungen sind allerdings aus produktionstechnischer Perspektive und aus Tier- und Umweltschutzsicht nicht immer konfliktfrei umzusetzen. Es ergeben sich Zielkonflikte auf unterschiedlichen Ebenen, wie...

Personal selling has become even more important as companies are moving towards service- und solution oriented businesses with a strong customer focus. Today, the performance measurement of sales perosnnel goes far beyond quantitative performance indicators und increasingly focuses personal...

In order to correct romantic ideas about livestock farming in society and to provoke acceptance of husbandry systems, there is a recent trend in the agricultural industry towards using real pictures of barns for communication purposes. Up to now there are only few studies investigating how these...

E-commerce in agriculture is gaining increasing attention, but market penetration is currently low, and companies are barely exploiting its full potential. Identifying and satisfying farmers' expectations of e-commerce websites for farm inputs is crucial to reduce this opportunity loss. This...