The dynamics of exploring future market potential of genetically modified foods

Purpose - The purpose of this paper is to express a general review on how best in the present time can one market genetically modified (GM) foods in the face of the controversial arguments faced globally. Despite the importance of marketing, many organizations though they understand its worth, fail to find radical strategic solutions for the problems encountered by their products. In fact most of them find that disclosing GM ingredients will prohibit consumers from buying their products, whilst, the few GM foods that were proactively marketed indicated the potential of effective marketing and successful product placement. Design/methodology/approach - To be able to market GM foods, an understanding of customer value and problems customers envisage is discussed. The paper attempts to provide a general global perspective on consumer's views about these issues and with the help of a conceptual model it attempts to identify some of the problems related with marketing GM foods. Findings - The findings indicate that these products would have to be repositioned as being seen as less risky and more beneficial to consumers in the light that they can be scientifically proven. Originality/value - This research is innovative in the sense it demonstrates an understanding of how to provide customer value for not only consumers who are the ultimate end users but also provides an insight to a broader audience such as manufacturers, agriculturalists and marketing professionals as to what are some of the contributing factors that consumers look for to make an informed choice.