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 originale | Inglese |
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pagine (da-a) | 52-58 |
Numero di pagine | 7 |
Rivista | EuroChoices |
Volume | 15 |
Numero di pubblicazione | 1 |
DOI | |
Stato di pubblicazione | Pubblicato - 2016 |
All Science Journal Classification (ASJC) codes
- Geografia, Pianificazione e Sviluppo
- Economia, Econometria e Finanza (varie)
Keywords
- GMO
- corporate strategy
- retail