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

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  • Bos, Jacqueline M.
  • Blok, Vincent
  • Tulder, Rob van

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.

Suggested Citation

  • Bos, Jacqueline M. & Blok, Vincent & Tulder, Rob van, 2013. "From Confrontation to Partnerships: The Role of a Dutch Non-Governmental Organization in Co-Creating a Market to Address the Issue of Animal Welfare," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(A), pages 1-7.
    • Handle: RePEc:ags:ifaamr:155147
    DOI: 10.22004/ag.econ.155147
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    1. Hospes, Otto & Valk, Olga van der & Mheen-Sluijer, Jennie van der, 2012. "Parallel Development of Five Partnerships to Promote Sustainable Soy in Brazil: Solution or Part of Wicked Problems?," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 15(B), pages 1-24, December.
    2. Dentoni, Domenico & Hospes, Otto & Ross, R. Brent, 2012. "Managing Wicked Problems in Agribusiness: The Role of Multi-Stakeholder Engagements in Value Creation," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 15(B), pages 1-12, December.
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    4. Kelly Levin & Benjamin Cashore & Steven Bernstein & Graeme Auld, 2012. "Overcoming the tragedy of super wicked problems: constraining our future selves to ameliorate global climate change," Policy Sciences, Springer;Society of Policy Sciences, vol. 45(2), pages 123-152, June.
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    Cited by:

    1. Dentoni, Domenico & Ross, R. Brent, 2013. "Towards a Theory of Managing Wicked Problems through Multi-Stakeholder Engagements: Evidence from the Agribusiness Sector," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(A), pages 1-10, August.
    2. Dennis J. Aigner & Luli Pesqueira, 2020. "The Effects of Organizational Traits on NGO–Business Engagement in Mexico," Sustainability, MDPI, vol. 12(23), pages 1-21, December.
    3. Keith D. Harris & Harvey S. James, 2016. "The Production of Food and Fiber: An Adaptation of CoP Features for Sustainable Water Use in Agribusiness," Sustainability, MDPI, vol. 8(11), pages 1-15, November.

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