This article explores cooperation between a commercial supermarket chain and an environmental non-governmental organization linking it to consumer perception of the “The Super Animals” collectable cards promotion initiative. The case study focuses on one particular joint project involving Animal Cards that was initiated by the supermarket Albert Heijn and the World Wide Fund for Nature in The Netherlands. Based on this case, environmental non-governmental organizations’ strategic choices in the context of contesting discourses of sustainability and consumption, as well as implications for environmental education, are addressed. This article combines three strands of the literature – on sustainable consumption, on strategic cooperation between commercial companies and environmental non-governmental organizations and on environmental education. It is argued that the Animal Cards initiative presents an ambiguous case by both attempting to enhance environmental awareness and promoting consumption, opening up questions about the value of such cooperative ventures to the objectives of environmental education. It is concluded that cross-sector partnerships have the potential to lead to improvements in corporate social responsibility and environmental awareness among consumers but simultaneously pose the danger of undermining the critical stance toward consumption. https://doi.org/10.1177/1469540514556170 LinkedIn: https://www.linkedin.com/in/helenkopnina/
MULTIFILE
31-12-2013
The Knowledge Alliance for Communities of Practice for Healthy Lifestyle (COP4HL) aimed at developing and sustaining communities of practice (COP) in order to stimulate innovation and socio-economic development in the area of Healthy Ageing. Promoting Healthy Ageing, and specifically an Active & Healthy Lifestyle, is one of the biggest societal and economical challenges the EU is facing. A paradigm shift from health care and cure to prevention is essential since the traditional ways have proven to be insufficient to solve this complex problem. An impact-driven multi-sector approach is necessary to develop innovative products and services to change this for the better. The KA was composed of higher education institutes and businesses, supported by public authorities and non-for-profits, who are accepting the need of co-creating knowledge to stimulate innovation for an Active & Healthy Lifestyle. A local needs and assets mapping procedure, that assessed the national and local status quo in the area of Healthy Ageing/Healthy Lifestyles, served as starting point of the development of five communities or practice the communities of Groningen (the Netherlands), Odense (Denmark), Malaga (Spain), Kaunas (Lithuania) and Cascais (Portugal) plus an additional COP in Alcobaca (Portugal). These COP were focused on a common goal that was collectively decided in the local COP.
Tencent is a Chinese IT company that offers a wide variety of products in the e-commerce, online advertising, online games and social network markets. Most of these services are centered around the central hubs of QQ and Weixin/WeChat. This allows for a spillover of users and a brand name that can be used for a variety of products. Most of Tencent’s software products are free to use, but allow users to buy small cosmetic upgrades. For Tencent, these value-added services are the main source of income. This differentiates the company from most of its competitors, which still rely mostly on online advertisements to monetize users of free services. Tencent focuses on ‘micro-innovation’, taking a proven concept and adjusting it to the Chinese market. The company is very strong in the domestic market, but has had trouble in foreign markets. More recently, Tencent started strategic partnerships with companies in segments where the company cannot become market leader on its own. Perhaps the company could also use this strategy for foreign market entry.
LINK
28-01-2016
