‘Good’ case research in industrial marketing: Insights from research practice

The purpose of this article is to contribute to the emerging debate about the use of the case methodology in industrial marketing. We conducted a content analysis of the 145 case studies published in three key journals (Industrial Marketing Management, Journal of Business-to-Business Marketing and Journal of Business and Industrial Marketing) over a 10-year period (1997-2006). The findings highlight the dominance of case research in qualitative industrial marketing research. They also lead us to distinguish between three different practices that influence perceptions of ‘good’ case research in this scholarly domain: ‘common’ practice, ‘best practice’ and ‘innovative’ practice. Our contribution lies in problematising what ‘good’ case research is, and showing how research practice - not just methodological literature - has a role in generating methodological conventions in a disciplinary field.     

The impact of the Social Cash Transfer Scheme on food security in Malawi

The Malawi Social Cash Transfer Scheme (SCTS) was launched in 2006 to improve food security by directly providing cash transfers to the country’s most destitute households. Although government-implemented cash transfer schemes have gained popularity throughout Latin America, these schemes are just emerging in Africa. While where there is evidence of the beneficial impact of cash transfers on food security from Latin American countries, there is a dearth of evidence from resource poor countries in Africa.     

An experiment on cash and in-kind transfers with application to food assistance programs

The impact of providing food assistance in kind (via food, stamps, or restricted debit cards) vs. cash has long been a subject of debate. Prior efforts to causally identify the effects of the two types of transfers have been hindered by concerns over non-random selection into assistance programs, misreporting of program benefits, and identification of inframarginal households who, theoretically, should treat cash and in-kind transfers identically. This paper reports the results of an economic experiment designed to cleanly test some conceptual issues associated with in-kind vs. cash giving in a lunchroom meal setting. Given current debates about the healthiness of food assistance recipients’ diets, we also consider the impacts of placing restrictions on in-kind transfers that either prohibit soda purchases with the transfer or require the transfer be spent on fruits and vegetables. Overall, we find that, as theory predicts, in-kind transfers have the same effect on food expenditures as an unrestricted cash transfer for inframarginal consumers, and for extramarginal consumers, food expenditures are higher for in-kind than cash transfers. Participants also respond to the fruit and vegetable restriction as theory would predict. However, in contrast to the theoretical prediction, the soda restriction reduces soda expenditures for more than half the inframarginal consumers.     

Does peer monitoring influence choices between cash and food? Findings from a field experiment

To explore whether choices for transfers are influenced by peer monitoring, we examine private versus public choices among monetarily equivalent values of cash and food in northern Kenya. Many northern Kenyan communities face high-levels of chronic food insecurity and are tightly-knit, often sharing food aid transfers. Yet, humanitarian cash transfers are relatively new to the area. Whether cash will be subject to the same sharing norms is not well understood. Utilizing a randomized block experiment, we find that assigning a respondent to choose in front of peers decreases the likelihood of choosing a cash transfer relative to at least some food. We argue that peer monitoring decreases the value of cash relative to food in two inter-related ways. Choosing food in public, first, provides an opportunity for respondents to publicly demonstrate a commitment to local food aid sharing norms. Second, choosing cash in public may be riskier since cash does not yet have established sharing norms. A critical implication is that transfer choices and retargeting of resources within the community can be influenced by use of public or private discussions when eliciting community views, especially in communities where sharing is a salient social norm.     

Food health claims – What consumers understand

Issues pertaining to consumer understanding of food health claims are complex and difficult to disentangle because there is a surprising lack of multidisciplinary research aimed at evaluating how consumers are influenced by factors impacting on the evaluation process. In the EU, current legislation is designed to protect consumers from misleading and false claims but there is much debate about the concept of the ‘average consumer’ referred to in the legislation.     

A resource-advantage perspective of product-market strategy performance & strategic capital in high technology firms

Contrary to common misconceptions, firms tend generally to remain constant in their strategic approach to markets and rarely deviate from their prevailing strategic archetype. Consequently, the effectiveness of a firm's product-market strategy is as important as its persistence in achieving overall strategic performance. Adopting a resource-advantage perspective, we examine the extent to which resource bundles differ among firms within a product-market strategy performance typology. Analyzing data generated from high-technology industrial manufacturers, we find that successful strategists are endowed with significantly greater levels of resources-that include ‘strategy championing’, ‘strategy commitment’, ‘implementation support’, ‘implementation effectiveness’, ‘learning’, and ‘memory’-in contrast with unsuccessful strategists, hopeful strategists, and fortunate strategists. Further, important inter-group differences are identified and discussed, along with the implications of this study for researchers and marketing managers.     

International trade related food miles – The case of Canada

At the beginning of the 21st century imports of agricultural and food commodities have become a major part of many nations’ food baskets. Indeed the global food system has several merits for nations, businesses and individual consumers’ well-being. However, as increasing evidence suggests that we are approaching an era of climate change and scarcity of cheap energy sources the sustainability of that system must be examined. One part of any food commodity chain is its ‘food miles’ – the distance the commodity travels from point of production to point of consumption, the required energy and resulting emissions. This paper presents a 1 year ‘snapshot’ of Canada’s total import related food miles. It presents an analysis of the distance imported foods traveled from around the world to major points of consumption in Canada and documents the equivalent carbon dioxide emissions related to those imports. It presents both a macro scale picture of the equivalent emissions related to transportation of imported food and a micro scale picture which focuses on specific commodities consumed in various parts of the country. It then discusses policy implications for food sustainability. Overall the research highlights that about 30% of the agricultural and food commodities consumed in Canada are imported, resulting in ‘food miles’ of over 61 billion tonnes km, leading to annual emissions of 3.3 million metric tonnes of CO₂. Of the various agriculture and food commodities studied, fruits and vegetables had the highest food miles related emissions.     

A rotten deal for schools? An assessment of states’ success with the National School Lunch Program’s in-kind food benefit

The National School Lunch Program (NSLP) is one of the United States’ largest domestic food aid programs. The NSLP provides states with both cash and commodity foods for school meals. This research assessed the success of the school commodity program by comparing states’ available annual funding to the value of foods that states actually received from 2001 to 2009. Results indicate that an in-kind food funding system is not desirable for schools; states failed to receive entitled commodity food value in most years, resulting in annual funding losses for schools of $35–87 million. Inconsistent funding inhibits schools’ ability to improve meals and, ultimately, child nutrition outcomes. In light of these results, it is recommended that a cash benefit should replace the National School Lunch Program’s commodity food program.     

Agricultural technology adoption and poverty reduction: A propensity-score matching analysis for rural Bangladesh

This study aims at shedding some light on the potential impact of agricultural technology adoption on poverty alleviation strategies. It does so through an empirical investigation of the relationship between technological change, of the Green Revolution type, and wellbeing of smallholder farm households in two rural Bangladeshi regions. As technology adoption is not randomly assigned but there is ‘self-selection into treatment’, the paper tackles a methodological issue in assessing the ‘causal’ effect of technology on farm-household wellbeing through the non-parametric ‘p-score matching analysis’. It pursues a targeted evaluation of whether adopting a modern seed technology causes resource-poor farmers to improve their income and decrease the propensity to fall below the poverty line. It finds a robust and positive effect of agricultural technology adoption on farm household wellbeing suggesting that there is a large scope for enhancing the role of agricultural technology in ‘directly’ contributing to poverty alleviation.     

Location and competition in retail banking

We investigate the impact of banking deregulation during the 1990s on consumer welfare. We estimate a spatial model of consumer demand for retail bank deposits that explicitly accounts for consumer disutility from distance traveled. This is important given the substantial changes in banks' branch networks observed in the data. Our model indicates that cross-price elasticities between banks whose branches are close to consumers (‘close’ banks) are larger than those between ‘far’ banks and more than double the cross-price elasticity of ‘close’ banks with respect to ‘far’ banks. We distinguish between thrifts and other banks and find that within-thrift competitive effects are stronger than within-bank effects or those between thrifts and banks. We use our estimates to predict the effect of changes in market structure on consumer welfare following the branching deregulation of the Riegle–Neal Act of 1994. Our results indicate that the median household gained around $60 per year from the changes. Approximately two thirds of the gains come from within-market changes in market structure. The gains were greater in markets with high initial numbers of banks than elsewhere.     

Does food aid have disincentive effects on local production? A general equilibrium perspective on food aid in Ethiopia

This paper examined impacts of food aid on domestic food production employing a computable general equilibrium modelling technique and using data from Ethiopia. The simulation experiments have shown that food aid has unambiguous disincentive effects on domestic food production. The removal of food aid caused a modest increase in food prices but this stimulated food production. Employment and income generation effects of the latter outweighed the adverse effect of the former. Consequently, the removal of food aid led to improvements in aggregate household welfare. Contrary to some concerns in the food aid literature that any reduction in food aid would hurt the poor, the simulation experiments suggested that actually poor rural households and urban wage earners are the ones who benefit most in absence of food aid but entrepreneurs are more likely to encounter a marginal welfare decline. We have distinguished between in-kind food aid and cash equivalent transfers in order to isolate the disincentives that in-kind transfers would make to domestic production from those that are related to household purchasing power problem. The expansionary effect of removing food aid becomes significantly larger when it is accompanied by cash equivalent payments because the latter would provide demand side stimulus to agriculture while the removal of in-kind transfers would stimulate supply side, with the supply and demand side effects reinforcing each other. In our modelling framework, the only adverse effect would be a modest deterioration in the external current account, because the expansionary effects of food aid would cause imports to rise but exports to fall.     

Cash vs. in-kind transfers: Indian data meets theory

This paper uses qualitative and quantitative data from a survey of over 1200 rural households in nine Indian states to explore the arguments for and against cash and in-kind (in this case, food) transfers. When respondents were asked to think about, argue, and ‘choose’ between the two, two-thirds of the respondents expressed a preference for food. Rather than the choice made by respondents, the focus here is on understanding the reasons behind their choice, as explained by beneficiaries themselves. Two main findings emerge. First, some arguments corroborate existing theory (e.g., paternalism, fungibility), but others (e.g., self-control, transition costs) are not incorporated in existing theory on the advantages of in-kind transfers. Second, context is important. Most importantly, respondents’ reported preferences were associated with the benefits they were experiencing under the status quo: where the PDS performed better at distributing food, respondents were more likely to report preferring food to cash transfers. The contention of traditional theory that cash is superior fails to factor in contextual concerns.     

Challenging the food vs. fuel dilemma: Genealogical analysis of the biofuel discourse pursued by international organizations

This paper looks critically at how food and agriculture-, energy security-, and climate change-oriented international organizations have consolidated and modified the biofuel discourse in relation to the agricultural system. Using Foucault-based genealogical analysis of discursive formations, the paper traces the last 20 years of institutions’ biofuel debate in relation to rural production. We find that the prevalent motive is an aspiration to combine the agriculture and energy markets into one, which prompts structural changes and challenges in the rural sector. This has implications for the future role and shape of global agriculture and – contrary to the food vs. fuel perspective – calls for re-conceptualizing the biofuel debate as the food vs. food dilemma.     

The quality of food risk management in Europe: Perspectives and priorities

In this paper, we address the issue of food risk management as practised in Western Europe. We begin by considering how food risks are managed, and then go on to consider how well they are managed. There are multiple answers to the ‘how well’ question, which are related to the varied perspectives of the different key stakeholders – from the food risk managers and producers, to the general public and the media. Consequently, there is no clear answer to the question of quality. What our review does identify is two priorities relevant to our understanding of effective food risk management: first, a need for further research to determine the source and nature of the different evaluative perspectives, and second, a need for the key stakeholders to appreciate and understand the alternative perspectives in order to enhance the effectiveness of the food risk management process.     

Cash transfers and nutrition: The role of market isolation after weather shocks

Cash transfers are a widely used policy instrument in Sub-Saharan Africa to shield vulnerable populations from malnutrition. In this paper, we focus on the role of local food markets after weather shocks as a facilitating factor for program impacts on nutrition. As food prices tend to be negatively correlated with households’ own production in isolated markets, we expect the purchasing power of cash transfers to decrease after harvest failures in such markets. To test this, we analyze the impact of Kenya’s Hunger Safety Net Programme during the 2011 drought in the Horn of Africa, considering the impacts on food consumption and the availability of macro- and micro-nutrients at the household level. We particularly focus on heterogeneous program impacts depending on the exposure to the drought, measured with satellite imagery, and impacts depending on the isolation of local food markets, approximated by price differences between community and wholesale maize prices. Our findings indicate that, despite some encouraging effects on proxy indicators, the program does not have significant impacts on nutrient availability on average. However, we do observe significant positive impacts for drought affected households in less isolated communities.     

Food safety issues: From Enlightened Elitism towards Deliberative Democracy? An overview of EFSA’s “Public Consultation” instrument

Following the BSE crisis, the importance of reassuring European consumers and involving them in debate about food safety management issues is generally recognised. Indeed, consulting stakeholders is one of the European Food Safety Authority’s (EFSA) main duties, as stated in its founding regulation (art. 42, whereas 56), where EFSA must have “effective contacts with consumer representatives, producer representatives, processors and any other interested parties”. Even if not clearly obliged to, EFSA has also opted to consider lay citizens’ opinion (under an interpretation of art. 42, wh. 40 of the 178 Reg.) in order to enhance “trust” in food safety. Beyond having formally established meetings with restricted access for participants – like the Stakeholders’ Consultative Platform and the Annual Colloquium, – EFSA engages in its “Public Consultation” web-based Window (PCW). It allows listening to anybody who wishes to submit comments on technical issues.     

It's all B2B…and beyond: Toward a systems perspective of the market

The delineation of B2B from ‘mainstream’ marketing reflects the limitations of the traditional, goods-dominant (G-D) model of exchange and a conceptualization of value creation based on the ‘producer’ versus ‘consumer’ divide. Service-dominant (S-D) logic broadens the perspective of exchange and value creation and implies that all social and economic actors engaged in exchange (e.g., firms, customers, etc.) are service-providing, value-creating enterprises; thus, in this sense, all exchange can be considered B2B. From this perspective, the contributions of B2B marketing (and other sub-disciplines) can be seen as applicable to ‘mainstream’ marketing. This generic, actor-to-actor (A2A) orientation, in turn, points toward a dynamic, networked and systems orientation to value creation. This article discusses this systems-oriented framework and elaborates the steps necessary for developing it further into a general theory of the market, informed by the marketing sub-disciplines, marketing practices, and disciplines external to marketing.     

Food aid,domestic policy and food security: Contrasting experiences from South Asia and sub-Saharan Africa

Food aid, both for short-term emergency relief and as program food aid that helps address medium-term food “deficits”, is often a major component of food security strategies in developing countries. This study reviews the experience with food aid of four major recipients of food aid (India, Bangladesh, Ethiopia and Zambia) regarding food production, trade, markets, consumption and safety nets, as well as the policy responses to food emergencies. The widely varying experiences of the study countries suggest that food aid that supports building of production and market enhancing infrastructure, is timed to avoid adverse price effects on producers, and is targeted to food insecure households can play a positive role in enhancing food security. However, food aid is not the only, or in many cases, the most efficient means of addressing food insecurity. In many cases private markets can more effectively address shortfalls in food availability and cash transfers may be a viable alternative to food transfers in-kind.     

The nutrition transition and the human right to adequate food for adolescents in the Cape Town metropolitan area: Implications for nutrition policy

Changes in diet and nutrition, along with other lifestyle changes during the last decades, have affected the nutrition-related disease profile in many developing countries. This phenomenon, or process, is known as ‘The Nutrition Transition’. Several studies on adolescents in South Africa have shown that overweight and obesity are increasing, possibly due to this process. The aim of the present study was to extend our knowledge on the nutrition transition and the factors that influence adolescents’ choice of food in South Africa, and to develop policy recommendations that could facilitate the adolescents’ right to adequate food as laid down in the South African Constitutional Bill of Rights. The data were collected through focus groups with 25 female learners (grade 10, 14–16 years) from urban public schools in Cape Town and key informant interviews with 10 school staff members. The most important nutritional concerns that emerged from the analyses, included skipping breakfast and the consumption of unhealthy tuck shop food. In terms of the human right to adequate food, these findings reflected lack of availability and access to adequate food within the household, at schools, and in the community. In addition, the study showed that there were no or few opportunities for physical activity for adolescents during and after school hours. Social factors, including social norms and a need to conform to peer group pressure, appeared to affect the behaviour of learners considerably. Traditional foods appeared to have lost their importance, while learners preferred to consume fast foods and to adopt a more westernised diet connected to affluence and social acceptance. Traditional and more “Western” body perceptions co-existed among the study participants. The nutrition transition in South Africa is of a complex nature because of large differences that exist amongst different ethnic and socioeconomic groups. Policy decisions should be based on an understanding of these diverse factors. The media and the food industry should be encouraged to work with government in influencing adolescents to make healthy food choices. Cultural perceptions which may lead to unhealthy choices and lifestyle need to be addressed while at the same time respecting people’s cultural pride and human dignity. It is recommended that human rights principles are used purposively in the future in policy formulations, interventions, evaluation and monitoring.