Credibility Engineering in the Food Industry: Linking Science, Regulation, and Marketing in a Corporate Context

Bart Penders*, Annemiek P. Nelis

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

18 Citations (Web of Science)
32 Downloads (Pure)

Abstract

ArgumentWe expand upon the notion of the ?credibility cycle? through a study of credibility engineering by the food industry. Research and development (R&D) as well as marketing contribute to the credibility of the food company Unilever and its claims. Innovation encompasses the development, marketing, and sales of products. These are directed towards three distinct audiences: scientific peers, regulators, and consumers. R&D uses scientific articles to create credit for itself amongst peers and regulators. These articles are used to support health claims on products. However, R&D, regulation, and marketing are not separate realms. A single strategy of credibility engineering connects health claims to a specific public through linking that public to a health issue and a food product.
Original languageEnglish
Pages (from-to)487-515
JournalScience in Context
Volume29
Issue number4
DOIs
Publication statusPublished - Dec 2011

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