1. Market Evolution, Eco-Strategizing and Green Competitiveness in
the Grocery Retail Sector
Relevance
The green economy is still emerging, green markets are immature and there is much
friction to eco-innovations. Accordingly, green business cases are often limited. This PhD
research adds to an evolutionary economic understanding of the dynamics of the greening
of the economy and particularly highlight the neglected demand side aspects, the
greening of markets. Empirically, it investigates retailers’ role in the evolution of the market
for green food products comparing Denmark (an early mover on green issues) with Brazil
(a late mover on green issues). The food sector is an interesting case because the rise of
the green markets, considering the extra high costs to many green food products
compared to its conventional counterparts.
The literature reviewed suggests that current research into green food retailers is
somewhat limited and show major market differences across countries. Further, these
studies neglect an understanding of grocery retailers’ business model developments and
strategizing for green competitiveness, mostly because the lacking of longitudinal
corporate data.
Research questions
• How have the retailers’ eco-strategies and ‘green competitiveness’ changed over time
since the emergence of green markets in the 1980s and 1990s?
• What role have the food retailers played in the creation of the green market compared
to other companies in the food value chain?
• Can we identify distinct phases in the greening of the food market?
• What has been the impact on the retailers’ business models and competitiveness in the
different phases?
• Are the eco-strategies in the sector converging or diverging?
• What are the expectations for the future green business opportunities?
Theoretical perspective
The study applies an evolutionary economic perspective using the dynamic capabilities
framework in seeking to understand grocery retail companies eco-strategizing and the
development of the market for green food products over time.
Method
Available statistics related to the green food market are absent particularly at the
corporate level. Data e.g. turnover, average profit margin, strategies adopted, entry time,
market-share etc. are sought to be acquired through a multiple-case study based on a
questionnaire/interview with the major Brazilian and Danish grocery chains. Moreover,
other data sources are considered.
Expected results
The research will be able to reach 25% of the Brazilian (organic) food market and 80% for
the Danish case through the selected grocery chains, which is a high explanatory value. It
is also expected to provide novel insights into the dynamics and scope of the greening of
markets and its relation to green business models developments. Furthermore, it may
facilitate corporate eco-strategizing and supporting effective policies for the retail sector,
as well as contributing importantly to building theory on eco-innovation developments.
Schedule
The Danish cases are planned for autumn/winter 2015/2016; and the Brazilian cases for
spring 2016.
Marcelo F. Mazzero, Guest PhD
Contact:
Marcelo Fernando Mazzero
Guest PhD at DTU
Technology and Innovation
Management Division
PhD student in Applied
Economics at University of
São Paulo (USP), Brazil
Diplomvej 372
Room 214
2800 Kgs. Lyngby
+ 45 45 25 48 55
+ 45 71 38 69 40
marmaz@dtu.dk
www.man.dtu.dk
Supervisors:
Professor Sílvia Helena
Galvão de Miranda, USP,
Supervisor
Associate Professor Maj
Munch Andersen, DTU, Co-
supervisor
Collaborating partners:
Funded by:
CAPES Foundation,
Ministry of Education of
Brazil, Brasília, Brazil
Start and completion date:
1 August 2015 to 31 July
2016