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Journal of Macromarketing
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Article

Food or Fuel? An Analysis of Systems in Conflict

Tim J. Burkink, PhD* and Raymond Marquardt, PhD

University of Nebraska at Kearney

* To whom correspondence should be addressed. E-mail: burkinktj{at}unk.edu.


   Abstract

Ethanol, a petroleum-alternative fuel produced in the United States primarily from corn, is being heralded as a remedy for global warming, geopolitical instability, and rural economic malaise. However, there are potential negative repercussions from increasing ethanol production, including pressure on the world food supply. Stakeholder performance and interconnections among stakeholders are explored in this examination of the sustainability of the corn-based ethanol system at a critical juncture. The most likely winners and losers from a growing ethanol industry and directions for future research are identified.

First published on September 1, 2009
Journal of Macromarketing 2009, doi:10.1177/0276146709345622


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