Katrin M. NitzNachhaltigkeit als Wettbewerbsvorteil eines ganzheitlichen Vertriebskonzeptes an den Schnittstellen Industrie – Handel

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Sustainability in the Food Industry is currently a highly topical issue. Generally, sustainability designates managing current resources in a matter that doesn’t affect future course of actions.

On the one hand due to the growing pressure imposed by stakeholders and on the other hand the steadily limited availability of resources provided, indicates an analysis of the potentials at the interface between food industry and retailer is urgently required.

On both the manufacturing and the retail front, sustainability will play a significant role in order to gain medium-term competitive advantage.

The economic activities of the business operations between trade and industry, and even more so in cooperation with one and other, are still being determined by the short-term thinking and requirements of the relevant stakeholders that overlook the advisability of a sustainability strategy.

Under the assumption that the implementation of sustainability as a fundamental and central business objective yields high use potential and competitive advantages, both medium and long term, on all sides of the value chain. At the interface common criteria are summarised for the different levels of a holistic sales concept.

These criteria find their form and manifestation in a mutual obligation defined between manufacturers and retailers during their annual negotiation, to permanently develop the identified competitive potential.

Thus, sustainability subjects are becoming an integral additional part to traditional annual negotiations.

Setting and consistently pursuing common goals enables collaboration, that continuously ensures a greater range of sustainable products within the retail sector, which, thanks to increasing consumer awareness, information and transparency leads to an increase in demand.

The pressure generated from sustainability in conjunction with an increased consumer demand allows for such alliances in the medium-term to maximize competitive advantages.

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