The Crisis of Food Brands (Food and Agricultural Marketing)

383 Pages·2009·16.66 MB·English

by  Adam Lindgreen

The Crisis of Food Brands
Sustaining Safe, Innovative and
Competitive Food Supply

Edited by
Adam Lindgreen, Martin K. Hingley
and
Joëlle Vanhamme
The Crisis of Food Brands
To mormor and morfar, in loving memory – AL
To all of those who have given their help over my 25-year association with food
and farming – MKH
To Victoria – JV
The Crisis of
Food Brands
Sustaining Safe, Innovative and
Competitive Food Supply
AdAm Lindgreen,
mArtin K. HingLey

and
JoëLLe VAnHAmme
© Adam Lindgreen, Martin K. Hingley and Joëlle Vanhamme 2009
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system
or transmitted in any form or by any means, electronic, mechanical, photocopying, recording
or otherwise without the prior permission of the publisher.
Gower Applied Business Research
Our programme provides leaders, practitioners, scholars and researchers with thought
provoking, cutting edge books that combine conceptual insights, interdisciplinary rigour and
practical relevance in key areas of business and management.
Published by
Gower Publishing Limited
Wey Court East
Union Road
Farnham
Surrey
GU9 7PT
England
Gower Publishing Company
Suite 420
101 Cherry Street
Burlington
VT 05401-4405
USA
www.gowerpublishing.com
Adam Lindgreen, Martin K. Hingley and Joëlle Vanhamme have asserted their moral right
under the Copyright, Designs and Patents Act, 1988, to be identified as the editors of this
work.
British Library Cataloguing in Publication Data
The crisis of food brands : sustaining safe, innovative and
competitive food supply. – (Food and agricultural
marketing)
1. Food industry and trade – Management 2. Food industry

and trade – Quality control 3. Consumers – Attitudes
I. Lindgreen, Adam II. Hingley, Martin III. Vanhamme,
Joelle
381.4'5641
ISBN: 978-0-566-08812-4
Library of Congress Control Number: 2008944177
Contents
List of Figures vii
List of Tables ix
About the Editors xi
About the Contributors xiii
Foreword and Acknowledgments xxv
part i food Crisis and responsibility 1
Chapter 1 The Dasani Controversy: A Case Study of How the Launch of a
New Brand Jeopardized the Entire Reputation of Coca-Cola® 3
Conor Carroll
Chapter 2 Cadbury’s Salmonella Scare: Good or Bad Crisis Management? 15
Conor Carroll
Chapter 3 Risk Communication and Food Recalls 29
Sylvain Charlebois and Lisa Watson
Chapter 4 Food Safety, Quality and Ethics in Supply Chains: A Case
Study of Informing in International Fish Distribution 45
Per Engelseth, Takeo Takeno and Kristian Alm
Chapter 5 Is Fresh Milk Powdered Milk? The Controversy Over Packaged
Milk in Vietnam 65
Virginie Diaz Pedregal and Nguyen Ngoc Luan
part ii agri-foo d systems, produCt innovation and
assuranCe 87
Chapter 6 Quality Assurance Schemes and Food Marketing in the
European Union 89
Stephan Hubertus Gay, Fatma Handan Giray, Pénélope Vlandas
and Monique Libeau-Dulos
Chapter 7 Organic versus Conventional Farming: A Marketing Survey on
Wine Production 105
Federica Cisilino and Luca Cesaro
Chapter 8 Critical Aspects of Consumption of Genetically Modified
Foods in Italy 121
Marco Platania and Donatella Privitera
vi The Crisis of Food Brands
Chapter 9 Solving the Controversy Between Functional and Natural
Food: Is Agri-food Production Becoming Modular? 139
Roberto Esposti
Chapter 10 Controversies in Managing Competencies: The Case of
Development and Launching New Functional Food Products 155
Jofi Puspa, Tim Voigt and Rainer Kühl
Chapter 11 Is There a Real Health versus Taste or Price Controversy in
Food Marketing? The Case of Functional Foods 171
Athanasios Krystallis, Michalis Linardakis and Spyridon Mamalis
part iii the Consumer view 195
Chapter 12 Controversies in Food and Agricultural Marketing: The
Consumer’s View 197
Keith Walley, Paul Custance and Stephen Parsons
Chapter 13 Consumer Preferences for Food Quality: A Choice Experiment
Regarding Animal Welfare and Food Safety in Chicken 221
Morten Raun Mørkbak, Tove Christensen and Berit Hasler
Chapter 14 Consumer Demand for Ethically Improved Animal Production
Systems 235
Ana Isabel Costa and John W. Cone
Chapter 15 Beyond the Marketing Mix: Modern Food Marketing and the
Future of Organic Food Consumption 255
Hans Dagevos
Chapter 16 Green Consumerism: What Can We Learn From Environmental
Valuation Surveys? 271
Meike Henseleit

part iv fair engagement? 291
Chapter 17 The Elusive Written Contract: Dependence, Power, Conflict
and Opportunism Within the Australian Food Industry 293
Melina Parker and John Byrom
Chapter 18 Are Supermarkets Poor- friendly? Debates and Evidence from
Vietnam 311
Paule Moustier, Muriel Figuié, Dao The Anh and Nguyen Thi Tan Loc
Chapter 19 An Appraisal of the Fair Trade System: Evidence from Small
Producers in Emerging Countries 327
Luciana Marques Vieira and Luís Kluwe Aguiar
Index 347
List of Figures
Figure 2.1 UK chocolate market at a glance 17
Figure 2.2 Cadbury’s product recall 19
Figure 2.3 Cadbury’s apology 20
Figure 2.4 Crisis timeline 21
Figure 2.5 Typical news coverage of Salmonella scare 23
Figure 3.1 Risk communication: stakeholders and knowledge as a
commodity 31
Figure 4.1 Food product transformation as sequential flow 48
Figure 4.2 Norwegian fish distribution to Japan 52
Figure 4.3 Food supply chains as a mediating resource 60
Figure 4.4 Food supply chains interacting with different contexts 61
Figure 6.1 PDO/PGI and TSG in the European Union 92
Figure 8.1 Mean judgements about GM foods (1–5 scale) 128
Figure 8.2 Comparison of opinions of consumers willing or unwilling to
buy GM products (mean scores) 130
Figure 8.3 Structure of the components extracted 133
Figure 9.1 Evolving directions of food demand: food space and the
innovative surface 147
Figure 9.2 Relationship between efficiency and production scale, according
to underlying technology 152
Figure 10.1 Discussion flow 157
Figure 10.2 New product development processes 160
Figure 10.3 Development of core competencies for the functional food
industry 162
Figure 10.4 Marketing strategies of food and pharmaceutical products 164
Figure 11.1 Healthiness vs hedonism HVM (cut-off level: 5, n = 40),
qualitative MEC phase 179
Figure 11.2 Examples of visual stimuli for data collection in quantitative DC
phase 181
Figure 12.1 Possible treatments of the data 200
Figure 14.1 Dutch consumers’ collage of natural meat production 238
Figure 14.2 Indicators of Portuguese consumers’ awareness of beef certified
with a designation of protected origin (DPO) 239
Figure 14.3 Portuguese consumers’ evaluation of beef certified with a
designation of protected origin (DPO) versus standard beef 240
Figure 14.4 Dutch consumers’ collage of fresh meat consumption 242
Figure 14.5 Effect of information about ethical standards of production on
Dutch consumers’ willingness to pay for sole 247
Figure 14.6 Effect of information about ethical standards of production on
Dutch consumers’ willingness to pay for cod 247
viii The Crisis of Food Brands
Figure 15.1 Consumer images continuum 259
Figure 15.2 Proliferation of organic food consumption 267
Figure 16.1 Potential environmental implications of food production 273
Figure 19.1 Global value chain dynamics 335
Figure 19.2 Generic honey chain in southern Brazil 339
List of Tables
Table 1.1 Water market at a glance 5
Table 1.2 Dasani®’s key competitors 6
Table 1.3 Typical newspaper coverage of Dasani® launch 8
Table 1.4 Classification of water types 9
Table 1.5 Coca-Cola®’s statement issuing a recall of Dasani® 10
Table 5.1 Interviewees’ characteristics 69
Table 6.1 Specific questions addressed at the stakeholder hearing, 2006 93
Table 6.2 Business-to-business (B2B) and business-to-consumer (B2C),
presented by retailers 95
Table 6.3 Summary of benefits, costs and drivers of QAS by stakeholder 98
Table 7.1 viticulture in Italy and Friuli venezia Giulia: cultivated surface/
land area (hectares) and number of farms 108
Table 7.2 Principal motivations that prompted organic production (%)
and main obstacles to the growth of organic crops (%) 112
Table 7.3 Marketing strategies and promotional tools adopted by organic
farms (%) and perceptions of main competitors (%) 113
Table 7.4 Average values of organic farming sales by main market areas
(%) and perceptions of regional wines in the major markets (%) 114
Table 8.1 Reasons for buying and not buying GM foods 123
Table 8.2 Sample features 125
Table 8.3 Consumer awareness of GM technology 127
Table 8.4 Categories of food products and subjective perceptions of risk 127
Table 8.5 Classification of negative statements by level of agreement (%) 129
Table 8.6 Classification of positive statements by level of disagreement (%) 129
Table 8.7 Classification of negative statements by consumers unwilling to
buy GM prod ucts, by level of agreement (%) 131
Table 8.8 Classification of negative statements by consumers willing to buy
GM products, by level of agreement (%) 131
Table 8.9 Classification of positive statements by consumers unwilling to
buy GM products, by level of agreement (%) 132
Table 8.10 Classification of positive statements by consumers willing to buy
GM products, by level of agreement (%) 132
Table 9.1 Research intensity (R&D/value added) of food industry and
pharmaceutical industry by firm size in some Western
countries, 2004 142
Table 9.2 Contribution of innovations to performance of food and
pharmaceutical sectors in Italy, 1998–2000 142
Table 9.3 Yearly new food product introductions in the United States 143
Table 11.1 Attributes list, qualitative MEC phase 176