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Agenda

Integrated Product Policy (IPP) i n the Food Industry: Market Leaders versus Bio-Pioneers Prof. Dr. Frank-Martin Belz Dipl.-Oec. Jasmin Pobisch Technical University of Munich TUM Business School Professorship for Brewery and Food Industry Management. Agenda. I Integrated Product Policy (IPP)

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Agenda

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  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 @

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