Animal Welfare a Strategic Challenge for Food Retailers: A Market Orientation approach

Karin Alm, Ulf Johansson

Forskningsoutput: KonferensbidragArbetsdokument (paper)Peer review

Sammanfattning

This paper presents an overview of Swedish food retailers’ approaches to being market oriented. The discussion concerns whether the normative case where companies reacted on legislations and social obligation is about to change. New strategic trends in retailing on the Swedish market indicates that retailers are using the two approaches market driven and market driving i.e. market orientation complementary especially when developing their private brands. The evolution of animal welfare into private brands has been seen to contribute to the retailers’ core values such as low-price, quality and ecological thinking. Additionally, Swedish food retailers today seem to search for marketing strategies to be either reactive or proactive in their work on strengthen the retail corporate brand and as such gain competitive advantage and build retail image. By investigating and analyzing how Swedish retailers’ on the context of animal welfare use the two approaches of being market oriented knowledge can be gained that might broaden our overall understanding. The aim of this paper is to draw on the literature of market orientation as market driven and market driving to extend our knowledge of retailers approach to market orientation. The results of in-depth interviews with senior managers at office and retail level are presented.
OriginalspråkEngelska
StatusPublicerad - 2005
Externt publiceradJa
EvenemangNFF 2005: The 18th Scandinavian Academy of Management Meeting - Aarhus University, Aarhus, Danmark
Varaktighet: 2005-aug.-182005-aug.-20

Konferens

KonferensNFF 2005: The 18th Scandinavian Academy of Management Meeting
Land/TerritoriumDanmark
OrtAarhus
Period05-08-1805-08-20

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