Paper info

Green Branding and networks: building salvaged material in a branded value proposition

Chris Brown, Kevin Morris and Maurizio Catulli

The paper was published at the 25th IMP-conference in Marseille, France in 2009.

 Purpose of the paper and literature addressed  This paper is part of a longitudinal research project. The paper investigates the application of a co-branding business model supported by the management of relationships and networks. The context of the research project is that of the steel stockholding industry. The company examined specializes in provisioning steel recovered from other applications and supplied for re-use.Research method  The paper uses a case study approach to investigate the issues identified. The firm that will provide the case study is a UK SME specializing in provisioning steel recovered from other applications and supplied for re-use. The research project is part of a partly government funded research program. Research findings  The Company would benefit from leveraging their relationship with manufacturers by implementing a co-branding business model supported by network management.Main contribution  Our research aims at filling the gaps in research on marketing of recycled and re-used materials by setting up a theoretical and intellectual framework to inform the design of these strategies to be adopted by companies engaged in marketing these resources and by companies operating in the wider EGS sector. Hopefully our proposed solutions will represent a business model that overcomes the structural limitations of the market for materials for recycling and reusing.