operational marketing of eips
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Operational Marketing of EIPs
01/04/2014 - Faro
Dr Alfredo ValentinoLuiss Guido Carli, Rome
Adj Prof. Cà Foscari, Venice
2Operational Marketing of EIPs
• “… 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 part of place genetic heritage.
Eco-Industrial Park
3Operational Marketing of EIPs
Product
• EiP product is composed by 3+1 main elements
Infrustructures
Common Services
Specific goals
The set of involved firm
s
4Operational Marketing of EIPs
From contents to benefits (1/2)
• Infrastructures, common services, and specific goals 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).
5Operational Marketing of EIPs
From contents to benefits (2/2)
• The fourth cross element (the attributes of involved firms) 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
6Operational Marketing of EIPs
Attributes of benefits
RELEVANT PERCEIVABLE
7Operational Marketing of EIPs
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
8Operational Marketing of EIPs
Promotion
Firms Local Stakeholders
Key influencers
Environmental and financial benefits of EIP to balance higher settlement costs
***** ** ****
The environmental impact of productive activities realized inside *** ***** *****
The unique environmental infrastructures, facilities and services respect to other industrial parks
***** *** ****
The EIP project to optimize sustainable development and firm competitiveness
**** **** *****
9Operational Marketing of EIPs
Communication tools
One to many One to one
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