1 / 9

Operational Marketing of EIPs

This paper explores the operational marketing strategies of Eco-Industrial Parks (EIPs) as a means for manufacturing and service firms to collaboratively improve their environmental, economic, and social performances. Highlighting the significance of shared infrastructures, common services, and specific goals, the discussion emphasizes how mutual collaboration among member businesses leads to benefits greater than individual efforts alone. Additionally, the study delves into marketing mechanisms that could lower perception costs and enhance the appeal of EIPs through communication and promotional tools.

robbin
Télécharger la présentation

Operational Marketing of EIPs

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Operational Marketing of EIPs Dr Alfredo Valentino Luiss Guido Carli, Rome Adj Prof. Cà Foscari, Venice 01/04/2014 - Faro

  2. Eco-Industrial Park • “… 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 complexterritorialproduct, and part of placegeneticheritage. Operational Marketing of EIPs

  3. Product • EiPproductiscomposed by 3+1 mainelements Infrustructures Common Services Specific goals The set of involvedfirms Operational Marketing of EIPs

  4. From contents to benefits (1/2) • Infrastructures, common services, and specificgoals generate benefits to involved and target firms • Reducing energy/water consumption, garbage disposal costs, bureaucratic costs/time; • Achieving value added services and tax break, benefits, and incentives; • Improving firm perceived image; • Being part of a “Community” (scale economy and social capital). Operational Marketing of EIPs

  5. From contents to benefits (2/2) • The fourth cross element (the attributes of involvedfirms) generate benefits in terms of • Knowledge and competence transfer; • Agglomeration economies; • Partner in innovative and environmental projects; • Access to waste internal market and garbage disposal Operational Marketing of EIPs

  6. Attributes of benefits RELEVANT PERCEIVABLE Operational Marketing of EIPs

  7. Price = Entry Price • Settlement costs in EIP are about 20-25% higher thant in other industrial parks • To reduce these costs in firms perception, EIP marketing plan could take into acount three main mechanism: Tax breaks and/or financial benefits Less environmental obligations Availability of common environmental infrastructures and services Operational Marketing of EIPs

  8. Promotion Operational Marketing of EIPs

  9. Communication tools One to many One to one Operational Marketing of EIPs

More Related