Abstract
Sustainability of companies in modern market conditions greately depends on the knowledge. In order to improve their business processes and satisfy the needs of their customers, managers have to rely on new marketing knowledge, especially in new sectors such as bioeconomy. The aim of this paper is to investigate potential added value to Serbian organic food market segmentation researches (belonging to preconditions of further bioeconomy development) when implementing new marketing knowledge – food-related lifestyle market segmentation and scales’ testings. The results point out to adventurous consumers as the most important current and future market for organic food. Besides being the most educated (what was already established for consumers accepting organic food well in previous domestic researches), it is the first time that consumers accepting organic food in larger extent are brought in connection to their inclusion of the whole family in the preparation of meals and acceptance of novelties in cooking. It is also the first time to identify that there is a segment in domestic conditions for which price is not the greatest obstacle for increasing organic food consumption. That can be of the great importance for all actors (both national and foreign) operating at domestic food market.
Highlights
The uncertain and dynamic business environment has determined the knowledge as essential resource for business actors
Knowledge could be acquired as entirely new knowledge, or be created out of existing available knowledge through different ways of collaboration (Kim and Lee, 2010, p. 135). When it comes to marketing knowledge, there should be a distinction between academic marketing knowledge (MKA) and marketing knowledge used by practitioners (MKP)
Applied in a number of countries, this approach is new to Serbian food market
Summary
The uncertain and dynamic business environment has determined the knowledge as essential resource for business actors. Knowledge management is to be considered as an “enabler to the articulation or implementation of strategy” (whose important part is marketing) and is determinant of organizational competitiveness When it comes to marketing knowledge, there should be a distinction between academic marketing knowledge (MKA) and marketing knowledge used by practitioners (MKP). Differences aside, both have in common the focus on market segmentation. Unlike in some of its previous applications, there is a need to implement new academic marketing knowledge related to appropriate scales’ testings
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