Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 349703
Title The Battle Between "Good" and "Better": a Strategic Marketing Perspective on Codes of Conduct for Sustainable Agriculture
Author(s) Ingenbleek, P.T.M.; Meulenberg, M.T.G.
Source Agribusiness 22 (2006)4. - ISSN 0742-4477 - p. 451 - 473.
Department(s) Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2006
Abstract Code-of-conduct organizations (CCOs) for sustainable agriculture, such as Fair Trade and Eurep-Gap, are rapidly changing the face of agribusiness. Yet, there is little understanding of how these organizations contribute to sustainability. This study therefore presents a case study of the strategies by which CCOs aim to achieve their sustainability objectives. A cross-case comparison indicates that many strategic differences between codes of conduct can be traced back to two types of CCOs: those weighting principles over size, and those weighting size over principles. The former put a measuring rule in the market, and enable primary producers to differentiate themselves from mainstream production. The latter set lower requirements, but target mainstream production and involve large retailers and processing firms. Given the unique roles played by these types of organizations, sustainable development is best served by the synergy that results under co-opetition: when the two types of rival organizations coexist.
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