1 / 14

Integrated Product Policy (IPP) in the Food Industry: Market Leaders vs. Bio-Pioneers

This study by Prof. Dr. Frank-Martin Belz and Jasmin Pobisch from Technical University of Munich explores how market leaders and bio-pioneers in the food industry are developing greener products under the Integrated Product Policy (IPP). It analyzes the impact on demand, cooperation with non-market organizations, and sustainability efforts. The research methodology includes content analysis of sustainability and environmental reports, along with semi-structured interviews with food processing companies. Empirical results show the comparative efforts of market leaders and bio-pioneers in various activities and engagement with different actors. The discussion delves into the role of sustainability, non-market actors, and a potential shift towards balanced sustainability marketing.

wilma-bentley
Download Presentation

Integrated Product Policy (IPP) in the Food Industry: Market Leaders vs. Bio-Pioneers

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Integrated Product Policy (IPP) in the Food Industry:Market Leaders versus Bio-Pioneers Prof. Dr. Frank-Martin BelzDipl.-Oec. Jasmin PobischTechnical University of Munich TUM Business SchoolProfessorship for Brewery and Food Industry Management

  2. Agenda I Integrated Product Policy (IPP) II Research Methodology III Empirical Results IV Discussion

  3. I Integrated Product Policy (IPP) • Green Paper of the European Commission published in 2001 • Overall objective: reduce the environmental impact of products “from cradle to grave” • Major task for business: develop and provide greener products, inform consumers and enhance demand

  4. I Integrated Product Policy (IPP) • Do market leaders and bio-pioneers develop and provide greener products? • Do they enhance the demand for greener products? • Do they co-operate with non-market organizations to enhance the supply and demand of greener products?

  5. II Research Methodology • Unit of analysis: food processing companies (market leaders and bio-pioneers) 9 selected product categories • Qualitative and quantitative content analysis 27 written documents (mainly sustainability reports and environmental reports) 619 pages, 358 quotes • 10 semi-structured Interviews

  6. IIResearch Methodology

  7. IIResearch Methodology

  8. III Empirical Results

  9. Market Leaders Bio-Pioneers 60% 54% 50% 41% 40% 37% 34% 30% 25% 20% 9% 10% 0% Upstream Activities Downstream Activities Political Activities III Empirical Results

  10. Market leaders Bio-Pioneers 40% 37% 35% 30% 25% 22% 21% 20% 20% 20% 18% 15% 15% 11% 10% 8% 8% 7% 7% 6% 5% 2% 0% Ressources People Manipulation Information Demand Endorcement Partnership Upstream Activities Downstream Activities Political Activities III Empirical Results

  11. Non-market actors Consumers Market leaders Suppliers Consumers Market leaders Suppliers IV Discussion Market Leaders – Sustainability Followers?

  12. Non-market actors Consumers Bio-pioneers Suppliers Consumers Bio-pioneers Suppliers IV Discussion Bio-Pioneers – New Market Leaders?

  13. IV Discussion • From IPP to Balanced Sustainability Marketing? • IPP puts emphasis on products • Sustainability Marketing aims at customer value, social value and ecological value • Analysis shows the necessity to balance the upstream and downstream activities •  Balanced Sustainability Marketing?

  14. Thank you very much for your attention!  Prof. Dr. Frank-Martin Belz / Jasmin Pobisch Technical University of Munich Professorship for Brewery and Food Industry Management Alte Akademie 14 D-85354 Freising-Weihenstephan Fon +49 8161 71 3096 Fax +49 8161 71 3209 Frank.Belz@wi.tum.de Jasmin.Pobisch@wi.tum.de www.food.wi.tum.de @

More Related