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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dc.creatorBos, Jacqueline M.
dc.creatorBlok, Vincent
dc.creatorTulder, Rob van
dc.date2017-04-01T17:40:47Z
dc.date.accessioned2026-07-09T07:21:41Z
dc.descriptionFirms 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.
dc.identifierOther:ISSN #: 1559-2448
dc.identifierdoi:10.22004/ag.econ.155147
dc.identifierhttps://ageconsearch.umn.edu/record/155147/files/_8_%20Bos.pdf
dc.identifierhttp://ageconsearch.umn.edu/record/155147
dc.identifier.urihttp://hdl.handle.net/123456789/587442
dc.languageeng
dc.publisher
dc.sourcehttp://ageconsearch.umn.edu/record/155147
dc.titleFrom Confrontation to Partnerships: The Role of a Dutch Non-Governmental Organization in Co-Creating a Market to Address the Issue of Animal Welfare
dc.typeText

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