From academic research to marketing practice: Exploring the marketing science value chain

We aim to investigate the impact of marketing science articles and tools on the practice of marketing. This impact may be direct (e.g., an academic article may be adapted to solve a practical problem) or indirect (e.g., its contents may be incorporated into practitioners' tools, which then influence marketing decision making). We use the term “marketing science value chain” to describe these diffusion steps, and survey marketing managers, marketing science intermediaries (practicing marketing analysts), and marketing academics to calibrate the value chain.     

Demand for maize hybrids and hybrid change on smallholder farms in Kenya

Kenya is a globally recognized maize “success story.” As the overall percentage of maize farmers growing hybrids tops 80% and the seed industry matures, the slow pace of hybrid replacement on farms, and the continued dominance of the seed industry by Kenya Seed Company, may dampen productivity. Our econometric analysis identifies the factors that explain farmer demand for hybrid seed, and the age of hybrids they grow, considering hybrid seed ownership. Male‐headed households with more education, more assets, and more land plant more hybrid seed. Scale of seed demand per farm is differentiated by agroecology. We find a strong farmer response to the seed‐to‐grain price ratio, which we interpret as evidence of a commercial orientation even on household farms. However, despite the dramatic increase in the number of hybrids sold and the breadth of seed suppliers as seed markets liberalize, an older hybrid still dominates national demand.     

Transient Solidarities: Commitment and Collective Action in Post‐Industrial Societies

Solidarity has long been considered essential to labour, but many fear that it has declined. There has been relatively little scholarly investigation of it because of both theoretical and empirical difficulties. This article argues that solidarity has not declined but has changed in form, which has an impact on what kinds of mobilization are effective. We first develop a theory of solidarity general enough to compare different forms. We then trace the evolution of solidarity through craft and industrial versions, to the emergence of collaborative solidarity from the increasingly fluid ‘friending’ relations of recent decades. Finally, we examine the question of whether these new solidarities can be mobilized into effective collective action, and suggest mechanisms, rather different from traditional union mobilizations, that have shown some power in drawing on friending relations: the development of member platforms, the use of purposive campaigns and the co‐ordination of ‘swarming’ actions. In the best cases, these can create collective actions that make a virtue of diversity, openness and participative engagement, by co‐ordinating groups with different foci and skills.     

Outsourcing and Vertical Integration in a Competitive Industry

We develop a partial equilibrium, perfectly competitive framework of a (potentially) vertically integrated industry. There are three types of firms: upstream firms that use primary factors to produce an intermediate good; downstream firms that use primary factors and intermediate goods to produce a final good; and vertically integrated firms that do both. We establish conditions under which vertically integrated firms exist and outsource (part of) the production of the intermediate input. We study the changes in industry configurations resulting from changes in costs and demand.     

Alasdair Macintyre’s Aristotelian Business Ethics: A Critique

This paper begins by summarizing and distilling MacIntyre’s sweeping critique of modern business. It identifies the crux of MacIntyre’s critique as centering on the fundamental Aristotelian concepts of internal goods and practices. MacIntyre essentially follows Aristotle in arguing that by privileging external goods over internal goods, business activity – and certainly modern capitalistic business activity – corrupts practices. Thus, from the perspective of virtue ethics, business is morally indefensible. The paper continues with an evaluation of MacIntyre’s arguments. The conclusion is drawn that MacIntyre’s critique, although partially valid, does not vitiate modern business as he claims. In short, modern business need not of necessity be antithetical to individuals’ pursuit of internal goods within practices.