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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.
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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
Agenda I Integrated Product Policy (IPP) II Research Methodology III Empirical Results IV Discussion
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
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?
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
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
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
Non-market actors Consumers Market leaders Suppliers Consumers Market leaders Suppliers IV Discussion Market Leaders – Sustainability Followers?
Non-market actors Consumers Bio-pioneers Suppliers Consumers Bio-pioneers Suppliers IV Discussion Bio-Pioneers – New Market Leaders?
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?
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 @