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Uncovering strategies of hidden intention in multi-stakeholder initiatives: the case of pasture-raised milk

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  • Gauly, Sarah
  • Müller, Andreas
  • Spiller, Achim

Abstract

Sustainability management often requires voluntary initiatives beyond legal regulations. Hereby, multi-stakeholder initiatives (MSIs) gain importance. Despite the actual high occurrence of these initiatives, little information concerning the stakeholders’ negotiation behaviour in MSIs exists. In this paper, we analyse a MSI related to the implementation of a sustainability-oriented standard for pasture-raised milk in Germany using participatory research. The results indicate that from an economic point of view not all stakeholders behave in a predictable way. Contrary to the assumption, one dairy involved in the MSI following a cost leadership strategy, pled for a high standard, as did the non-governmental organisations (NGOs) involved. Because this dairy was unable to fulfil this high standard, this behaviour can be interpreted as a ‘prevention strategyʼ. It can be concluded that the classical assumption of stakeholder behaviour – such as tit-for-tat negotiations between the economic side and NGOs – must be reviewed, revealing strategies of hidden intention.

Suggested Citation

  • Gauly, Sarah & Müller, Andreas & Spiller, Achim, 2017. "Uncovering strategies of hidden intention in multi-stakeholder initiatives: the case of pasture-raised milk," Department of Agricultural and Rural Development (DARE) Discussion Papers 260768, Georg-August-Universitaet Goettingen, Department of Agricultural Economics and Rural Development (DARE).
    • Handle: RePEc:ags:gadadp:260768
    DOI: 10.22004/ag.econ.260768
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