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EnglishThis article analyses the possible response strategies of a large Italian food retailer to alternative future scenarios for the segregation of GM and non-GM products/ingredients in EU feed and food supply chains. Scenarios were developed by key EU feed-food supply chain stakeholders during a 2-day workshop held in Brussels in September 2014. Based on two major drivers, namely regulatory framework and perception of genetically modified organisms, stakeholders ended up with three scenarios: 1) Enabling regulatory framework, negative consumer's perception of GMOs; 2) Restrictive regulatory framework, positive consumer's perception of GMOs; 3) Restrictive regulatory framework, negative consumer's perception of GMOs. The retailer's strategy, which entails the certification of all the products sold under its private label as non-GM, could be modified under different future scenarios. For example, with an increase in segregation costs due to a more restrictive regulatory framework and a positive perception of GMOs, the retailer may decide to differentiate private labels based on other safety/quality attributes or on the direct benefits for consumers of second generation quality-enhanced GM products. If instead under a restrictive regulation the consumer's perception was still negative, the de facto ban of GMOs in the EU would probably cancel the retailer's exclusive reputational benefits from its voluntary non-GM schemes, making this differentiation process unprofitable.
| Autori: | |
| Titolo: | Corporate Strategy on GMOs under Alternative Futures: The Case of a Large Food Retailer in Italy |
| Digital Object Identifier (DOI): | http://dx.doi.org/10.1111/1746-692X.12120 |
| URL: | http://www.blackwellpublishing.com/aims.asp?ref=1478-0917 |
| Data di pubblicazione: | 2016 |
| Abstract: | This article analyses the possible response strategies of a large Italian food retailer to alternative future scenarios for the segregation of GM and non-GM products/ingredients in EU feed and food supply chains. Scenarios were developed by key EU feed-food supply chain stakeholders during a 2-day workshop held in Brussels in September 2014. Based on two major drivers, namely regulatory framework and perception of genetically modified organisms, stakeholders ended up with three scenarios: 1) Enabling regulatory framework, negative consumer's perception of GMOs; 2) Restrictive regulatory framework, positive consumer's perception of GMOs; 3) Restrictive regulatory framework, negative consumer's perception of GMOs. The retailer's strategy, which entails the certification of all the products sold under its private label as non-GM, could be modified under different future scenarios. For example, with an increase in segregation costs due to a more restrictive regulatory framework and a positive perception of GMOs, the retailer may decide to differentiate private labels based on other safety/quality attributes or on the direct benefits for consumers of second generation quality-enhanced GM products. If instead under a restrictive regulation the consumer's perception was still negative, the de facto ban of GMOs in the EU would probably cancel the retailer's exclusive reputational benefits from its voluntary non-GM schemes, making this differentiation process unprofitable. |
| Lingua: | Inglese |
| Rivista: | |
| Citazione: | Passuello, F., Boccaletti, S., Corporate Strategy on GMOs under Alternative Futures: The Case of a Large Food Retailer in Italy, <<EUROCHOICES>>, 2016; 15 (1): 52-58. [doi:10.1111/1746-692X.12120] [http://hdl.handle.net/10807/92959] |
| Appare nelle tipologie: | Articolo in rivista, Nota a sentenza |
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