The formulation of corporate social responsibility standards must deal with conflicting interests among stakeholders. The standards formulation process occurs at the junction between market stakeholders and special interest groups, which implies that it may help increase understanding of the marketingsociety relationship. Drawing on the power and urgency dimensions of stakeholder identification theory and decision process analysis, this study examines four case studies pertaining to animal welfare issues in food marketing. The standards formulation processes contain control mechanisms that solve the potential conflicts between stakeholders by constraining commercial and/or special interests. These mechanisms vary in the degree to which discussion centers on the relationship between commercial and special interests, the presence of new parties that may alter the negotiations, the stage at which special interest groups become involved in the process, and the extent to which commercial and special interests constrain each other. The findings have critical implications for how companies and their stakeholders can organize the process of formulating corporate social responsibility standards.
Simple SummaryThis article takes a future focus on the direction in which social forces develop the market for animal-friendly products in Europe. Although many stakeholders believe that the market is the most viable direction to improve farm animal welfare, economic productivity of the chain remains an issue that on a fundamental level conflicts with the objective to improve animal welfare. The European market for animal-friendly products is still largely fragmented and the differences between European countries are considerable. A more animal-friendly future that is achieved through the market will therefore need substantial policy attention from stakeholders in society.AbstractThis article takes a future focus on the direction in which social forces develop the market for animal-friendly products in Europe. On the basis of qualitative data gathered in the context of the European EconWelfare project, the differences across eight European countries are studied. The findings suggest that, given international trade barriers that prevent an improvement of animal welfare through legislation, many stakeholders believe that the market is the most viable direction to improve farm animal welfare. Economic productivity of the chain remains, however, an issue that on a fundamental level conflicts with the objective to improve animal welfare. With the help of a deeper conceptual understanding of willingness to pay for animal welfare, the paper finds that the European market for animal-friendly products is still largely fragmented and that the differences between European countries are considerable. A more animal-friendly future that is achieved through the market will therefore need substantial policy attention from stakeholders in society.
A single solution to promote higher animal welfare across the whole EU is unlikely due to significant regional differences and because what is most appropriate for each region depends on many factors. Based on analyses of eight member and candidate EU countries, this paper provides a conceptual framework, an ‘animal welfare roadmap’, which can be used to assess the stage of maturity of a country in farm animal welfare policy development and identify appropriate policy instruments and indicators to monitor progress towards higher animal welfare. The ‘roadmap’ consists of five sequential stages: increasing compliance with legislation; raising awareness; product development; mainstreaming; and integration of animal welfare with other issues. For each stage, specific policy instruments are identified alongside the category of stakeholders most likely to be influential in the implementation of each instrument. The policy instruments used to achieve these stages are those used by government departments/agencies, private enterprises, academic bodies or non-governmental organisations who formulate standards for animal welfare. These are supported by indicators best suited to document their effectiveness. Although we have emphasised how different situations and contexts within the EU mean that there is no single optimal policy instrument for the EU as a whole, but rather appropriate policy instruments should be selected according to the stage of development of a country or sector, we do propose a harmonised choice of indicators to allow benchmarking of changes at the EU level with regard to progress towards animal welfare.
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