search query: @indexterm PRODUCT POLICY / total: 254
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| Author: | Schellhase, R. Roth, S. |
| Title: | Ökologieorientierte Produktmodifikation als strategische Option im Marketing: eine empirische Analyse am Beispiel der Bekleidungsindustrie. |
| Journal: | Journal für Betriebswirtschaft
1998 : VOL. 48:1, p. 4-14 |
| Index terms: | PRODUCT POLICY CONSUMER BEHAVIOUR ECOLOGY MARKETING STRATEGY CLOTHING INDUSTRY TEXTILE INDUSTRY |
| Language: | ger |
| Abstract: | Ecologically-oriented Product Modifications as Strategic Marketing Option The textile and clothing industry is coming under mounting pressure as a result of saturated markets accompanied by more intense competition from foreign manufacturers. In their search for market segments capable of offering growth potentials, clothing manufacturers in Germany are now devoting their attention to the increased environmental and health consciousness prevalent among many consumers, particularly those on the doemstic market. The article looks at the product policy options that are opened up by this trend for manufacturers of conventional clothing, and to elicit those with the best prospects for success. Different types of buyers are identified with the aid of an empirical analysis. |
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