The battle between “good” and “better”: A strategic marketing perspective on codes of conduct for sustainable agriculture
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. [EconLit citations: L310, M310, Q560] © 2006 Wiley Periodicals, Inc. Agribusiness 22: 451-473, 2006.
Volume (Year): 22 (2006)
Issue (Month): 4 ()
|Contact details of provider:|| Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Kolk, Ans & van Tulder, Rob, 2002. "The Effectiveness of Self-regulation:: Corporate Codes of Conduct and Child Labour," European Management Journal, Elsevier, vol. 20(3), pages 260-271, June.
When requesting a correction, please mention this item's handle: RePEc:wly:agribz:v:22:y:2006:i:4:p:451-473. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Wiley-Blackwell Digital Licensing)or (Christopher F. Baum)
If references are entirely missing, you can add them using this form.