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Operational Marketing of EIPs
01/04/2014 - Faro
Dr Alfredo ValentinoLuiss Guido Carli, Rome
Adj Prof. Cà Foscari, Venice
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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
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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
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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).
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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
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6Operational Marketing of EIPs
Attributes of benefits
RELEVANT PERCEIVABLE
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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
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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
**** **** *****
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9Operational Marketing of EIPs
Communication tools
One to many One to one