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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. IIntegrated Product Policy (IPP) - PowerPoint PPT Presentation
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Integrated Product Policy (IPP) in the Food Industry:Market Leaders versus Bio-Pioneers
Prof. Dr. Frank-Martin BelzDipl.-Oec. Jasmin Pobisch
Technical University of Munich TUM Business SchoolProfessorship for Brewery and Food Industry Management
IPP Food 2
Agenda
I Integrated Product Policy (IPP)
II Research Methodology
III Empirical Results
IV Discussion
IPP Food 3
I Integrated Product Policy (IPP)
Green Paper of the European Commission published in 2001
Overall objective: reduce the environmental impactof products “from cradle to grave”
Major task for business: develop and provide greener products, inform consumers and enhance demand
IPP Food 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?
IPP Food 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
IPP Food 6
Product Categories
Market Leader Bio-Pioneers
Meat Zimbo HermannsdorferLandwerkstätten
Dairy Müller Group Andechser Molkerei
Bio Käserei Zurwies
Bakery & Bread
Kamps Houber Brezel
Müller Bread Hofpfisterei
Sweets Ferrero Rapunzel
Nestle
II Research Methodology
IPP Food 7
Product Categories
Market Leader Bio-Pioneers
Spices Fuchs Gewürze Salus
Coffee & Tea
Kraft Jacobs Suchard
Ulrich Walter
Baby Food Numico Hipp
Frozen Food Unilever Frosta
Oetker Group Wagner
Beer Heineken Neumarkter Lammsbräu
InBev Riedenburger
II Research Methodology
IPP Food 8
III Empirical Results
Main Category Subcategory Code
Upstream Activities(Supply Side)
Sustainable management of natural resources
1.1
Ethical purchasing 1.2
Food modification 1.3
Downstream Activities(Demand Side)
Information and sensitisation 2.1
Enhancement of consumer demand 2.2
Political Activities
Endorsement 3.1
Partnership 3.2
IPP Food 9
III Empirical Results
34%
41%
25%
54%
37%
9%
0%
10%
20%
30%
40%
50%
60%
Upstream Activities Downstream Activities Political Activities
Market LeadersBio-Pioneers
IPP Food 10
III Empirical Results
20%
7%6%
20%21%
8%
18%
37%
11%
7%
22%
15%
2%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Ressources People Manipulation Information Demand Endorcement Partnership
Upstream Activities Downstream Activities Political Activities
Market leaders
Bio-Pioneers
IPP Food 11
IV Discussion
Suppliers ConsumersMarket leaders
Market Leaders – Sustainability Followers?
Suppliers ConsumersMarket leaders
Non-market actors
IPP Food 12
IV Discussion
Suppliers ConsumersBio-pioneers
Non-market actors
Suppliers ConsumersBio-pioneers
Bio-Pioneers – New Market Leaders?
IPP Food 13
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?
IV Discussion
IPP Food 14
Prof. Dr. Frank-Martin Belz / Jasmin Pobisch
Technical University of MunichProfessorship for Brewery and Food Industry Management
Alte Akademie 14D-85354 Freising-WeihenstephanFon +49 8161 71 3096Fax +49 8161 71 3209
[email protected]@wi.tum.de
www.food.wi.tum.de@
Thank you very much for your attention!
