Operational Marketing of EIPs

01/04/2014 - Faro

Dr Alfredo Valentino

Luiss 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

Th

e set of

invo

lved 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

FirmsLocal

StakeholdersKey

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