What is Special about Marketing Organic Products? How Organic Assortment, Price, and Promotions Drive Retailer Performance

  title={What is Special about Marketing Organic Products? How Organic Assortment, Price, and Promotions Drive Retailer Performance},
  author={Ram Bezawada and Koen H. Pauwels},
  journal={Journal of Marketing},
  pages={31 - 51}
Higher sales and margins are key goals for retailers promoting emerging products, such as organics, but little is known about their marketing effectiveness and their cross-effects on conventional product sales. Extant research reports conflicting results about price and promotional sensitivity for organic products and does not address the impact of organic assortment. This article calculates long-term own- and cross-elasticities of organic and conventional product sales in response to changes… 

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