Explaining the present GM business strategy on the EU food market: The gatekeepers' perspective

In a first stage, the analysis determines thematic congruence in the (types of) perceptions that explain an agribusiness actor's overall interpretation of the EU business environment for GM crop applications. This perceived 'structuring arena' (SA) for GM crop applications - as conceptualised within our framework - contains areas of either internal and external tensions, that have a compelling or non-committal influence on the agribusiness actor's interpretation. In a second stage, the analysis particularly defines how gatekeepers in the food industry perceive and experience the SA for GM crop applications on the EU market, and how these perceptual tensions subsequently influence their strategic behaviour for GM-labelled products on the EU market. Finally, we highlight how these perceptions and actions (or inaction) suppress the main changes in practice that are necessary to manage this wicked problem.