international workshop sustainable development :
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International Workshop Sustainable development : Products , consumption , promotion and place marketing The attractiveness of smart and green community in the promotion of firm settlement and the role of green marketing Matteo Caroli - PowerPoint PPT PresentationTRANSCRIPT
International Workshop
Sustainable development:Products, consumption, promotion and place marketing
THE ATTRACTIVENESS OF SMART AND GREEN COMMUNITY IN THE PROMOTION OF FIRM
SETTLEMENT AND THE ROLE OF GREEN MARKETING
Matteo CaroliFull Professor of Management, Luiss Guido Carli University
Bologna, 14 maggio 2014
Prof. Matteo G. Caroli
Agenda
1. The issue of attracting productive investments
2. Eco-Industrial Parks as a factor of local competitiveness
3. Marketing of Eco-Industrial Parks– Demand Targets– «Value proposition»– Place as a product
Prof. Matteo G. Caroli
A place competes to achieve two main aims:
–Create or attract and keep inside investments and other factors (human resources, flagship projects) which strengthen its sustainable development
–develop the best conditions for these factors to compete in their markets
1. The issue of attracting productive investments
Prof. Matteo G. Caroli
The virtuous cycle of place competition
1. The issue of attracting productive investments
Prof. Matteo G. Caroli
Conditions of place’s competitiveness from the firms’ point of view
1. The issue of attracting productive investments
Prof. Matteo G. Caroli
A place from firms’ point of view
An “inactive” box of attributes
A context where material and immaterial conditions, essential to achieve a competitive
advantage, are dynamically created
1. The issue of attracting productive investments
Prof. Matteo G. Caroli
2. Eco-Industrial Park as a factor of local competitiveness
“… a community of manufacturing and service firms located together in a common property. Member businesses seek enhanced environmental, economic and social performance through collaboration in managing environmental and resource issues. By working together, the community of businesses seeks a collective benefit that is greater than the sum of individual benefits each company would realize by only optimizing its individual performance” (Lowe, 1995).
A complex territorial product and a factor of place’s competitiveness
Prof. Matteo G. Caroli
3. Marketing for Eco-Industrial Parks
Cognitive FunctionAcquisition of knowledge about place offer and attributes of potential target demands
Planning Functiondevelopment of projects and activities to enhance place attractiveness
Political FunctionIdentification of the main interests of stakeholders and development a shared vision and strategy
Managerial FunctionImplementation of actions and projects to attract investment
Communication FunctionReinforcement of place image, place strategic positioning, and its main attributes
Prof. Matteo G. Caroli
Achieve the environmental and competitive standards of the best European Eco-industrial Parks
Reach an optimal level of occupancy of available areas through investments which strengthen the local sustainable development
Develop cooperation among firms and among them and local authorities and other stakeholders
The marketing strategy of Eco-Industrial parks is aimed to:
3. Marketing for Eco-Industrial Parks
Prof. Matteo G. Caroli
4. Demand Targets
Firms Local Stakeholders
Involved Firms
Potential newcomers
Local Authorities
Other stakeholders
Direct Demand Indirect Demand
Prof. Matteo G. Caroli
Main Needs Key Success Factors Economic Aims
Firms
Locate productive activities in a place where to achieve competitive advantage and sustainable devolepment
• Availability of high quality services
• High price/quality ratio of inputs
• Improvement of environmental impact
• Low settlement costs
• Achieve a strategic position •Buy advanced services
• Add value to the place
Local Stakeholders
Attract productive activities that can improve place sustainable development
• High quality of involved firms
• The availability of involved firms to create shared value with local actors
• The integration mechanisms between involved firms and local actors
• Finance or co-finance infrastructures/facilities
• Improve the attractiveness of the place
4. Demand Targets
Prof. Matteo G. Caroli
5. Value Proposition
• The value proposition explains the reason why the demand would choose a specific product and be available to pay the required price.
• Looking at EIP specific case, the value proposition explains why customers (potential newcomers and involved firms) would settle their productive activities within the park, and local stakeholders would support financially and strategically park development.
• To better develop an effective value proposition for EIP, the starting point is to understand the main needs of demand targets and how competitors’ offers satisfy them.
• The definition of “value proposition” is also at the basis of communication
Prof. Matteo G. Caroli
5. Value Proposition
Availability of high quality services
High price/quality ratio of inputs
Low settlement costs
Key success factors for firms
The increase of efficiency and the reduction of environmental externalities
The presence of a unique and high-skilled actor that manages environmental, administrative, and technical issues
The web of interactions between firms and stakeholders
Financial incentives and benefits
The improvement of environmental sustainability of involved firms with a positive effect on their image
The sharing of knowledge, infrastructures, and costs
EIP creates value through
The involvement in the implementation of local policies for the sustainable development of the place
Prof. Matteo G. Caroli
Combined management to
achieve collective benefits
mechanisms to strengthen firms’ cooperation
Impacts of collective benefits on each actor
Shared trust
EIP as a tool to improve place quality
and image
Status of EIP (standards, requirements, and qualified actors)
Contents of EIP status
Promotion of EIP status
5. Value Proposition
Prof. Matteo G. Caroli
The location of firm in an EIP as a way to
achieve competitve advantage
The importance of EIP brand for market
The impact on firm competitive advantage (differentiation/costs)
The location of firm in an EIP as a way to improve its social
capital
Role of managing authority
The impact on firm operative effectiveness
5. Value Proposition
Shared trust
Prof. Matteo G. Caroli
EIP should be considered as a broader territorial offer, composed by:
EIP system within the same region
Territorial attractiveness’ factors
• EIP has to be designed and promoted as an element of the broader territorial offer at regional level
• Marketing strategy of each EIP has to be integrated with the marketing plan of EIP regional system and with the regional strategic plan
6. Place as a product
Prof. Matteo G. Caroli
6. Place as a product
• EIP product is composed by 3+1 main elements
• Infrastructure
• Common services for companies localized within EIP
• Economic advantages reserved to firms localized within EIP
• The set of localized firms