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Supply Chain Reputation in der Fleischwirtschaft

Author

Listed:
  • Albersmeier, Friederike
  • Spiller, Achim
Abstract
In den vergangenen Jahren ist das Agribusiness vermehrt in den öffentlichen Fokus gerückt. Längst interessiert sich die Gesellschaft nicht mehr nur für Produktsicherheit und -qualität, sondern sukzessive such für soziale, ethische und ökologische Aspekte. Durch die zahlreichen Skandale und Krisen gerät insbesondere die Fleischwirtschaft ins öffentliche Wahrnehmungsfeld. Aufgrund ihres hohen Einflusspotentials ist die Öffentlichkeit zu einem wichtigen Faktor für den Erfolg des einzelnen Unternehmens, aber auch insgesamt für die Fleischwirtschaft geworden. In dem gesellschaftlichen Diskurs hat es die Fleischbranche bislang nicht verstanden sich in die Diskussionen einzubringen. In zahlreichen Studien konnte demgegenüber nachgewiesen werden, dass Firmen mit einer guten Reputation über dauerhafte Unterstützungspotentiale verfügen. Die Ergebnisse der präsentierten Studie zeigen ein sehr heterogenes Bild hinsichtlich der Reputation. Im Vergleich zu anderen Agrar- und Nicht-Agrarsektoren hat die Fleischwirtschaft den schlechtesten Ruf. Innerhalb der Branche treten starke Unterschiede zwischen den Wertschöpfungsstufen auf. Während die Landwirtschaft und der LEH ein recht hohes Maß an Vertrauen und Glaubwürdigkeit besitzen, wird die Reputation des Sektors vor allem durch den negativen Ruf der Schlachtunternehmen und Wursthersteller nachhaltig beeinflusst. Beide Stufen leiden unter einem massiven Kommunikationsdefizit.

Suggested Citation

  • Albersmeier, Friederike & Spiller, Achim, 2008. "Supply Chain Reputation in der Fleischwirtschaft," DARE Discussion Papers 0811, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    • Handle: RePEc:zbw:daredp:0811
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    References listed on IDEAS

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    Cited by:

    1. Mueller, Henrike & Theuvsen, Ludwig, 2014. "Influences on consumer attitudes towards CSR in agribusiness," 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food, May 29-30, 2014, Montreal, Canada 166108, Agricultural and Applied Economics Association.
    2. Luhmann, Henrike & Theuvsen, Ludwig, 2016. "CSR activities in the German poultry sector: differencing preference groups," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 20(3), December.

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