Paul Ingenbleek

Wageningen University, Marketing and Consumer Behaviour, Faculty Member

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Paul T.M. Ingenbleek is associate professor of marketing. He completed a Master in history and obtained a PhD in marketing (Tilburg University 2002). After gaining experience in policy- and practice-oriented research in a part-time appointment at the Agricultural Economics Research Institute (LEI), he switched to a full-time academic job in 2011. His current work focuses mainly on the role of strategic marketing in sustainable development with a particular interest in developing and emerging markets in Africa, Asia and Latin America.

It all starts with the customer...

It is common knowledge that customers should come first in a business. Customers pay the price for the goods and services of the business and are therefore at the basis of its profitability. Bringing a focus into a business on customers' current and future wants and needs is however a complex problem of organizational, cultural, relational and infrastructural factors. Strategic marketing theories teach businesses valuable lessons on how they can strengthen their customer focus and increase their profitability.

How it makes a difference?

More than anywhere else, such strategic marketing thinking can make a difference in developing and emerging markets. In these markets, businesses should produce food and create jobs for rapidly growing populations, link to the small-scale businesses of micro-entrepreneurs and smallholders, and use natural resources in ways that can be sustained for future generations. The approach reasons from the perspective of the business and its innovative and creational power, no matter how small the business is. From there it draws implications for policy-makers and development workers.

What do we really know about strategic marketing in emerging markets ?

Although the founding father of business sciences, Peter Drucker already expressed comparable ideas as early as the 1950s, our understanding how strategic marketing theories can be adapted to the specific contexts of developing and emerging markets is still in its infancy. In my projects I work with policy-makers, non-governmental organizations, research institutes and universities from Africa, Asia and Latin America to understand how on-the-ground development problems can be relieved by enriching the development debates with marketing ideas.

Learning from concrete projects

Past and on-going projects focus on, among others, the integration of small-scale farmers, fishermen and shea butter producers with high-value markets, the paradox of market-oriented production of pastoralists whose traditions focus on efficient and sustainable use of scarce natural resources rather than customers, institutional arrangements for sustainable fishing practices, adoption of new farming technologies, adoption of food security-enhancing products at the base of the pyramid, and business development of juice producers.

Paul co-authored numerous conference papers and journal articles. His work is published in among others International Journal of Research in Marketing, Journal of Product-Innovation management, Journal of Business Research, Journal of Public Policy & Marketing, Journal of International Marketing, Food Policy, Agribusiness and Journal of African Business.

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Belgian Federal Science Policy Office

Cultural Heritage Agency of the Netherlands

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Papers by Paul Ingenbleek

The future of Fair Trade

by Paul Ingenbleek and Ruerd Ruben

Marketing als bedrijfshistorische invalshoek: De case van Vlisco in West Afrika, 1900-1996

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Betalen voor dierenwelzijn

Barrières en, 2006

Page 1. I Betalen voor dierenwelzijn Barrières en oplossingsrichtingen in consumenten-en busi-nes... more

A Scenario Analysis on the Implementation of a Farm Animal Welfare Assessment System

Animal Welfare - ANIM WELFARE, 2011

There have been important developments in the measurement of farm animal welfare in recent years.... more There have been important developments in the measurement of farm animal welfare in recent years. Measuring animal welfare is one thing, implementing a farm animal welfare assessment system another. The implementation of such a system occurs in an environment that is influenced by economic, political, technological and socio-cultural factors which interact with each other. This creates enormous complexity, generates a huge number of different potential ‘futures’, and makes the eventual impact that the system will have on the welfare of farm animals uncertain. This article draws upon strategic management literature to apply scenario analysis as a technique to help understand the variance of the uncertainty associated with the implementation of an animal welfare assessment scheme. Specifically, it develops two extreme scenarios based on a theoretical European-wide implementation: one scenario in which all uncertain factors influence the implementation of the assessment system in a neg...

Waarden, eigentijds vermarkt: zeven stellingen

Care in Action: Unilever's IBF new positioning to regain its European customer base

Danone: Setting the Pace in Health and Growth

De verschillende rollen van keurmerken: lessen uit de duurzaamheidsdiscussie

Evaluating the likelihood of the adoption of the Welfare Quality assessment system for farm livestock

ABSTRACT The Welfare Quality assessment system aims to accommodate societal concerns and market d... more ABSTRACT The Welfare Quality assessment system aims to accommodate societal concerns and market demands to improve animal welfare by developing reliable on-farm monitoring systems, product information systems and practical species-specific strategies. Currently this system has been developed and is ready to be adopted. Therefore, the main objective of the study reported here was to examine whether the organizations that offer and set standards to farmers will adopt the WQ system. This research consisted of a literature review, interviews with retailers and processors, and a conjoint study to evaluate the perceived adoption likelihood of the WQ welfare assessment system by organizations that formulate standards for pigs, cattle and poultry. The overall results show that the presence of a legitimate third party organization that supports the implementation process of the WQ assessment system would have a stronger influence on the decision whether or not to adopt the WQ scheme than societal pressure, the absence of additional costs and freedom with respect to the formulation of norms. A third party organization would also increase the probability of adoption for those standards formulating organisations that are still uncertain whether they will adopt the system. The findings shed light on the discussion over the costs of animal welfare measurement. Namely, concerns with regard to measurement costs could partially be explained by a lack of overall clarity on the costs and benefits of the system itself.

Consumer decision-making for animal-friendly products: synthesis and implications

ABSTRACT Understanding how consumers’ concerns affect the consumer decision-making process is imp... more ABSTRACT Understanding how consumers’ concerns affect the consumer decision-making process is important for developing a market for animal-friendly products. This paper presents a synthesis of research on the role of animal welfare in consumer decision-making. Drawing on basic models and concepts from consumer behaviour literature, we present the findings along the lines of five phases of the consumer decision-making process: (i) need recognition; (ii) information search; (iii) information evaluation; (iv) purchase decision; and (v) post-purchase evaluation. Consumer decision-making about animal-based food products is routine, situational and sometimes irrational, instead of based on complete information. Consumers associate animal welfare with a higher quality perception and labels and high prices further increase the perception of quality. The findings have implications for stakeholders that aim to develop a market for animal-friendly products, like (coalitions of) governments, animal interest groups, retailers and brand manufacturers. Keywords: animal-friendly brands, animal-friendly products, animal welfare, consumer concerns, consumer decision-making, marketing

Value pricing capabilities in agribusiness in: the mobilisation of sustainable consumption

Nieuwe rollen, nieuwe kansen?: een programmeringsstudie voor toezicht op controle in het agro-foodcomplex

ABSTRACT Samenvatting I. Achtergrond en opzet onderzoek Bij toezicht op controle gaat het om nieu... more ABSTRACT Samenvatting I. Achtergrond en opzet onderzoek Bij toezicht op controle gaat het om nieuwe toezichtarrangementen waarin de private sector meer zorg draagt voor de naleving van wettelijke regels en waarin de overheid meer op afstand opereert doch eindverantwoordelijk blijft. Bij het ministerie van Landbouw, Natuur en Voedselkwaliteit (LNV) is de verwachting dat toezicht op controle zal leiden tot een meer efficiënte en effectieve borging van publieke belangen. Deze verwachting kenmerkt zich doorgaans door een opvatting van toezicht op controle waarin het samenspel tussen overheid en het bedrijfsleven in het kader van een slimmere regulering centraal staat. In het Beleidskader Toezicht op Controle (Bk TopC) staan de voorwaarden beschreven voor toezicht op controle. In samenhang hiermee zijn in 2005 vijf initiatieven op het vlak van zelfcontrole en certificering gekozen als pilots voor het beleid. Het betrof twee kwaliteitssystemen in de plantensector (Milieu Programma Sierteelt en Primabol), twee in de diervoederindustrie (Good Manufacturing Practice+ en TrusQ) en het Integrale Ketenbeheersingssysteem in de varkenssector. Deze programmeringsstudie beoogt de kennislacunes te identificeren die van belang zijn voor de verdere ontwikkeling van toezicht op controle in het agro-foodcomplex. De opdracht was breed te kijken naar de mogelijkheden van nieuwe toezichtarrangementen, niet alleen voor het publieke belang van voedselveiligheid maar ook voor aanverwante publieke belangen zoals voedselkwaliteit (opgevat als authentiek en hoogwaardig voedsel), dierenwelzijn, milieu en `fair trade¿. Ook was er de vraag hoe het alternatieve zichtkeuringssysteem van Vion zich verhield tot toezicht op controle. De algemene probleemstelling luidt als volgt: Welke economische, bestuurskundige en maatschappelijke factoren zijn van belang voor de ontwikkeling van nieuwe toezichtarrangementen in het agro-foodcomplex en welke kennislacunes treden naar voren bij een nadere analyse van deze factoren? Zoals vaker bij relatief nieuwe beleidsontwikkelingen bleek ook bij toezicht op controle geen gedeelde visie te bestaan binnen het krachtenveld van de diverse betrokken partijen. Tegen de achtergrond van de kabinetsvisie Andere Overheid en de LNV-wens van een agro-foodcomplex dat midden in de samenleving staat (Visienota Voedsel en Groen) werd tevens duidelijk dat bij toezicht op controle in bredere zin ook vragen spelen over de ontwikkeling van dialoog en de maatschappelijke verankering van nieuwe toezichtarrangementen. In moderne netwerksamenlevingen lijkt effectief en efficiënt beleid in toenemende mate afhankelijk van het wederzijdse vertrouwen dat in horizontale communicatieverbanden wordt opgebouwd. Deze studie draagt bij aan de discussies die dit oproept voor toezicht op controle door de haken en ogen van de verschillende onderwerpen zichtbaar te maken. Het onderzoek is uitgevoerd met behulp van documentenstudies, workshops, interviews, observaties van beleidsprocessen en uitwisseling van informatie en inzicht met andere onderzoekers. Ook is aandacht geschonken aan relevante ervaringen op andere beleidsterreinen.

Markets, marketing and developing countries: an introduction

On the (dis)ability of the firm to quantify chains

Quantifying the Agri-Food supply Chain, 2006

Although the marketing discipline originates from agricultural economics, it currently moves to a... more Although the marketing discipline originates from agricultural economics, it currently moves to a new logic that is marked by, among other things, customer value, customer satisfaction, relationships, market orientation and resource-based theories. This article uses this evolving logic in marketing to examine the problem of sharing financial rewards in agricultural supply chains. Building on resourceadvantage theory it is suggested that the potential reward that firms may derive from participating in a supply chain depends on the competitive position of the chain as a whole and on the competitive position of the individual firm within the chain. To understand what its contribution to the chain is worth, the firm should be able to quantify relative customer value. The paper identifies inter-and intra-organizational barriers that may disable the firm to do so. Inappropriate assessments lead to a disability of the firm to take financial rewards in exchange for its contribution to the chain. It is questioned whether academicians currently provide chain practitioners with the appropriate approaches to deal with this problem.

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The theoretical foundations of value-informed pricing in the service-dominant logic of marketing

Management Decision, 2014

ABSTRACT Purpose ‐ In the mainstream normative pricing literature, value assessment is virtually ... more ABSTRACT Purpose ‐ In the mainstream normative pricing literature, value assessment is virtually non-existent. Although the resource-based literature recognizes that pricing is a competence, value-informed pricing practices are still weakly grounded in theory. The purpose of this paper is to strengthen the theoretical grounds of such pricing practices. Design/methodology/approach ‐ The paper applies the emerging service-dominant logic of marketing to pricing. More specifically, it apples the ten foundational premises of service-dominant logic to pricing and it places pricing in the frameworks of one of the major building blocks of service-dominant logic, namely the resource-advantage theory of competition. Findings ‐ From a service-dominant perspective, price is the reward for the application of specialized knowledge and skills. Pricing is an operant resource, or competence, that assesses customer value, applies it in multi-dimensional price propositions, and implements it in processes of co-creating prices with customers. Value-informed pricing is the central pricing practice within such competences. Practical implications ‐ Prices vary among others between &quot;good&quot; and &quot;bad&quot;, firms generate competitive advantage not only through value creation, but also through pricing. Learning is key to develop pricing competences. Originality/value ‐ This paper is the first to ground value-informed pricing at high levels of abstraction in general marketing theory.

Governance of differential stakeholder interests in supply chains and networks

Journal on Chain and Network Science, 2013

ABSTRACT

Value-informed pricing in its organizational context: literature review, conceptual framework, and directions for future research

Journal of Product & Brand Management, 2007

Purpose -In the face of increased pricing pressure, managerial attention for value-informed prici... more Purpose -In the face of increased pricing pressure, managerial attention for value-informed pricing (in which a price is based on the customer's value perception) is on the rise. Although value-informed pricing in its organizational context received a great deal of attention, the body of literature is fragmented and insights are often not cumulative. It is the aim of this article to review and integrate the empirical literature on pricing practices in order to pave the road for future research. Design/methodology/approach -Empirical studies on pricing practices are collected and reviewed. Building on the resource-based view of the firm, the findings from these studies are summarized in an integrative framework that includes testable research propositions. Findings -Value-informed pricing is the result of the deployment of informational resources such as market research, relationships and internal knowledge on customers. Firms should not only develop these information sources, but also secure the process by which they are deployed. The latter is among others influenced by the competitive context and organizational information processing that may evolve into a routine. Originality/value -The article integrates the insights from a stream of research that thus far has been highly fragmented. It generates insights that may help firms to establish a value-informed pricing process and it may help to develop a more mature body of research on value-informed pricing.

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The battle between “good” and “better”: A strategic marketing perspective on codes of conduct for sustainable agriculture

Agribusiness, 2006

... Agriculture Paul Ingenbleek and Matthew TG Meulenberg Marketing and Consumer Behavior Group, ... more