Uncovering strategies of hidden intention in multi-stakeholder initiatives: the case of pasture-raised milk

Sustainability management often requires voluntary initiatives beyond legal regulations. Hereby, multi-stakeholder initiatives (MSIs) gain importance. Despite the actual high occurrence of these initiatives, little information concerning the stakeholders’ negotiation behaviour in MSIs exists. In this paper, we analyse a MSI related to the implementation of a sustainability-oriented standard for pasture-raised milk in Germany using participatory research. The results indicate that from an economic point of view not all stakeholders behave in a predictable way. Contrary to the assumption, one dairy involved in the MSI following a cost leadership strategy, pled for a high standard, as did the non-governmental organisations (NGOs) involved. Because this dairy was unable to fulfil this high standard, this behaviour can be interpreted as a ‘prevention strategyʼ. It can be concluded that the classical assumption of stakeholder behaviour – such as tit-for-tat negotiations between the economic side and NGOs – must be reviewed, revealing strategies of hidden intention.


Issue Date:
2017-2017-2017
Publication Type:
Working or Discussion Paper
Language:
English
Total Pages:
37
Series Statement:
1865-2697




 Record created 2017-07-30, last modified 2017-08-29

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