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The battle between “good” and “better”: A strategic marketing perspective on codes of conduct for sustainable agriculture

Author

Listed:
  • Paul Ingenbleek

    (Marketing and Consumer Behavior Group, Wageningen University, Hollandseweg 1, 6706 KN Wageningen, The Netherlands)

  • Matthew T.G. Meulenberg

    (Marketing and Consumer Behavior Group, Wageningen University, Hollandseweg 1, 6706 KN Wageningen, The Netherlands)

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. [EconLit citations: L310, M310, Q560] © 2006 Wiley Periodicals, Inc. Agribusiness 22: 451-473, 2006.

Suggested Citation

  • Paul Ingenbleek & Matthew T.G. Meulenberg, 2006. "The battle between “good” and “better”: A strategic marketing perspective on codes of conduct for sustainable agriculture," Agribusiness, John Wiley & Sons, Ltd., vol. 22(4), pages 451-473.
    • Handle: RePEc:wly:agribz:v:22:y:2006:i:4:p:451-473
    DOI: 10.1002/agr.20097
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    References listed on IDEAS

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    1. 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.
    2. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808, Decembrie.
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    Cited by:

    1. Amy A. Quark & Rachel Lienesch, 2017. "Scientific boundary work and food regime transitions: the double movement and the science of food safety regulation," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 34(3), pages 645-661, September.
    2. Paul T. M. Ingenbleek & Domenico Dentoni, 2016. "Learning from Stakeholder Pressure and Embeddedness: The Roles of Absorptive Capacity in the Corporate Social Responsibility of Dutch Agribusinesses," Sustainability, MDPI, vol. 8(10), pages 1-18, October.
    3. Paul Ingenbleek & Machiel Reinders, 2013. "The Development of a Market for Sustainable Coffee in The Netherlands: Rethinking the Contribution of Fair Trade," Journal of Business Ethics, Springer, vol. 113(3), pages 461-474, March.
    4. Janina Grabs & Graeme Auld & Benjamin Cashore, 2021. "Private regulation, public policy, and the perils of adverse ontological selection," Regulation & Governance, John Wiley & Sons, vol. 15(4), pages 1183-1208, October.
    5. Ingenbleek, Paul & Binnekamp, Menno & Goddijn, Silvia, 2007. "Setting standards for CSR: A comparative case study on criteria-formulating organizations," Journal of Business Research, Elsevier, vol. 60(5), pages 539-548, May.

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