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Operational Marketing of EIPs

Operational Marketing of EIPs. Dr Alfredo Valentino Luiss Guido Carli , Rome Adj Prof. Cà Foscari , Venice. Eco-Industrial Park.

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Operational Marketing of EIPs

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  1. Operational Marketing of EIPs Dr Alfredo Valentino Luiss Guido Carli, Rome Adj Prof. Cà Foscari, Venice 01/04/2014 - Faro

  2. Eco-Industrial Park • “… a community of manufacturing and service firms located together in a common property. Member businesses seek enhanced environmental, economic and social performance through collaboration in managing environmental and resource issues. By working together, the community of businesses seeks a collective benefit that is greater than the sum of individual benefits each company would realize by only optimizing its individual performance” (Lowe, 1995). • A complexterritorialproduct, and part of placegeneticheritage. Operational Marketing of EIPs

  3. Product • EiPproductiscomposed by 3+1 mainelements Infrustructures Common Services Specific goals The set of involvedfirms Operational Marketing of EIPs

  4. From contents to benefits (1/2) • Infrastructures, common services, and specificgoals generate benefits to involved and target firms • Reducing energy/water consumption, garbage disposal costs, bureaucratic costs/time; • Achieving value added services and tax break, benefits, and incentives; • Improving firm perceived image; • Being part of a “Community” (scale economy and social capital). Operational Marketing of EIPs

  5. From contents to benefits (2/2) • The fourth cross element (the attributes of involvedfirms) generate benefits in terms of • Knowledge and competence transfer; • Agglomeration economies; • Partner in innovative and environmental projects; • Access to waste internal market and garbage disposal Operational Marketing of EIPs

  6. Attributes of benefits RELEVANT PERCEIVABLE Operational Marketing of EIPs

  7. Price = Entry Price • Settlement costs in EIP are about 20-25% higher thant in other industrial parks • To reduce these costs in firms perception, EIP marketing plan could take into acount three main mechanism: Tax breaks and/or financial benefits Less environmental obligations Availability of common environmental infrastructures and services Operational Marketing of EIPs

  8. Promotion Operational Marketing of EIPs

  9. Communication tools One to many One to one Operational Marketing of EIPs

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