From Confrontation to Partnerships: The Role of a Dutch Non-Governmental Organization in Co-Creating a Market to Address the Issue of Animal Welfare

Jacqueline M. Bos, Vincent Blok and Rob van Tulder

International Food and Agribusiness Management Review, 2013, vol. 16, issue A, 7

Abstract: Firms can play an important role in addressing the issue of animal welfare by creating markets for animal friendly products. This essay analyses th e co-creation of a market for animal friendly meat products by the joint effort of a Dutch NGO and the meat industry. The different stages of the process, from opposition to alignment, are analyzed and general implications are derived. The process follows four stages: (1) adopting a strategy to cooperate in order to overcome a legitimacy crisis, (2) adopting a moderate conflict model and imposing limiting conditions into the negotiations with businesses. The limiting conditions provide a basis for a co-creation process, (3) aligning business for co-creating a new product brand, and (4) broadening the scope towards market creation for animal friendly products. The phases of the issue-life-cycle show that interventions are dependent on the nature of the interaction and the existence of a business model. In case this does not exist, collaboration between an NGO and a number of firms can help in creating a market for latent demand into a market-oriented solution to a wicked problem.

Keywords: Food Consumption/Nutrition/Food Safety; Institutional and Behavioral Economics (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:ifaamr:155147

DOI: 10.22004/ag.econ.155147

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