An Application of Qualitative Risk Analysis as a Tool Adopted by Public Organizations for Evaluating “Green Projects”
Author:Maurizio Lanfranchi, Carlo Giannetto, Angelina De Pascale and Remus Ion Hornoiu
JEL:O22, Q1, P32, Q51
DOI:
Keywords:Risks Analysis, Sustainable local development, Sustainable marketing, Urban
and peri-urban agriculture.
Abstract:
This paper intends to explore the application of Qualitative Risk Analysis in evaluating the
risk level associated with several public projects based on urban and peri-urban agriculture
as a model of sustainable development of a territory. Therefore, urban agriculture is seen as
an experimental model through which we can analyze the interaction between local
institutions and citizens, as well as being a marketing tool to promote sustainability aspects
linked to the territory. To this end, after a bibliographic review on the Qualitative Risk
Analysis and the involvement of stakeholders in decisions relating to the public sector, a
valuation of certain projects on the theme of urban and peri-urban agriculture, advanced by
the local public Administration will be shown. The analysis proceeds with the classification
of projects according to defined risk categories and their graphical representation through
probability-impact matrix. The matrix shows that the data scores and the ranking vary
significantly for each of the different projects involved. In this respect, the main purpose of
this paper is to reveal how the success of a marketing policy based on the concept of
sustainable marketing for promoting the territory depends, in many cases, not only on the
characteristics of the territory analyzed, but also on the level of “riskiness” associated with
the projects. Consequently, the empirical results of the paper can be a guide for public
organizations, dealing with a plurality of projects but with limited resources, to assess and
to prioritize projects using the level of “riskiness” as a criterion. Furthermore, economic
resources could be directed to manage projects after taking into account the relevant risk
ranking.