The introduction of new products is a permanent concern for firms. Differentiated positioning in terms of product and market is conceived as a way for the organization´s survival and success. Current analysis investigates the strategic positioning of two Brazilian organic wines and the clients´ perception and consumption behavior. The qualitative method in the research deepens the analysis on the phenomenon. Although a novel item on the market, organic wine is still at a fledging stance. The education of clients and a greater conscience-raising and perception on its higher benefits when compared to those of conventional wine are really challenging.
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