Mindset drives success: Selling beneficial products at the base of the pyramid

Why are so few organizations selling beneficial products at the base of the pyramid (BoP) successful? This is not simply a story of companies failing, and it is one with a dramatic consequence as low-income people do not benefit from products that can improve their way of life. Instead, they continue to drink unsafe water, cook on stoves that emit fumes that kill over 1 million people per year, light their homes with dangerous kerosene lamps, and fall ill from a mosquito bite. Based on a multiyear field research program conducted in 25 countries, we argue that having a specific mindset about BoP customers is consequential to an organization’s success. Many organizations start with the assumption that BoP customers lack money, knowledge, and jobs. By contrast, successful organizations start from the assumption that customers can and will pay if they are provided with a satisfactory solution to their needs and are reassured about the level of risk involved. We detail the different practices that follow from this mindset change in the areas of value proposition, communication, and distribution and show how these practices can make or break the organization’s financial sustainability.     

Human Capital Intangibles and Performance of Franchise Networks: A Complementary View between Agency and Critical Resource Perspectives

This article examines the impact of human capital intangibles on the governance structure of franchise networks (i.e., proportion of franchised outlets) and the joint impact of human capital intangibles and governance on the performance of franchisors. Agency theory focuses on the free‐riding hazard and the costs associated with franchising in the context of high human capital intangibles. The critical resources theory highlights the weakness of company ownership and the advantages of using franchising in this context. Tests of the hypotheses derived from these theoretical frameworks indicate that these complementarily explain the governance structure and financial performance of franchise networks. Copyright © 2013 John Wiley & Sons, Ltd.     

Determinants of the Use of the Internet as a Tourist Information Source

The modelling of usage behaviour of New Information Technologies is of great utility to managers who need to evaluate the probability of success in the introduction of these technologies. The present study empirically contrasts the capacity of Davis's Technology Acceptance Model 1989 to help understand the determinants of the intention to use the Internet to search for holiday information. The findings show that the above theory does explain the intention to use the Internet on the part of the tourist, but it should be expanded to take account of the tourist's satisfaction with previous experiences of searching for holiday information.     

Sur une loi de probabilité considérée par J. F. Steffensen

Abstract

Dans ce même périodique, vous avez considéré¹, à la page 7, la loi de probabilité de deux variables aléatoires X, Y,² où la probabilité élémentaire ?(x, y) dx dy pour que X et Y soient respectivement compris entre x et x + dx, y et y + dy, est de la forme où K, a ₁, a ₂, b ₁, b ₂ sont des constantes. Nous nous proposons, dans ce qui suit, d'apporter quelques compléments à votre exposé.     

The purchase of moral positions: an essay on the markets of concerned parenting

The markets directed towards the very youngest are rapidly expanding. This article looks into the mechanisms behind the expansion of this type of parental consumption, assigning children a position similar to what Veblen categorized as vicarious consumption. The assumption put forward is that the modern markets for babies and toddlers rooted not only in the need to stimulate, protect and support the child, or the desire to display cultural and economic capital through vicarious consumption, but also in the need to indicate positions in the moral economy of concerned parenting. The expanding markets of considered consumption are partly based on translation values, empathy and care made into tangible products with symbolic values in the moral economy.     

Detecting Asymmetric Price Transmission with Consistent Threshold along the Fish Supply Chain

The present study deals with asymmetric price transmission (APT) along the fish value chain by using a consistent threshold autoregressive (consistent TAR and momentum‐threshold autoregressive [M‐TAR]) model. A nonzero threshold captures strategic behaviors and adjustment costs that are not observable with small price changes around a zero threshold. Fish farming, because of greater control over supply, is expected to produce less asymmetry than wild harvesting. Asymmetry is notwithstanding found for both wild cod and farmed salmon marketed in France, but only with consistent thresholds and operating in opposite ways. The results are discussed with regard to the trade restrictions imposed by the Common Fisheries Policy. Cet article traite de l’asymétrie de transmission des prix (ATP) dans la filière des produits de la mer en utilisant un modèle autorégressif à effet de seuil (consistent TAR et M‐TAR). Un seuil non nul permet de révéler certains comportements stratégiques et des coûts fixes d’ajustement qui ne seraient pas observables sur de faibles variations de prix autour d’un seuil nul. On s’attend à ce que l’aquaculture, en vertu d’un degré de contrôle supérieur sur l’offre, engendre une plus faible asymétrie comparativement à la production halieutique. Une asymétrie de transmission est néanmoins observée à la fois dans le cas du cabillaud sauvage et du saumon d’élevage commercialisés en France, mais uniquement à partir de seuils endogènes et l’ATP agissant en sens opposé. Les résultats sont commentés au regard des restrictions commerciales imposés par la Politique Commune des Pêches européenne.     

Marketing practices in the Spanish rural tourism sector and their contribution to business outcomes

This paper sets out to highlight the importance of entrepreneurial and market orientations for the success of enterprises operating out of a rural base. Using these two strategic frameworks, this paper identifies the marketing practices undertaken by rural enterprises, and evaluates their effect on business performance, on the local entrepreneur, and on the rural area itself. Enterprises operating from a rural location play a strategic role in the sustainable development of economies, in the context of which the rural tourism sector particularly stands out. The use of marketing practices appropriate to the aims, capacities and resources of such enterprises is proposed as a mechanism for improving their performance. Using the Spanish rural tourism sector as the basis, a scale measuring marketing practices, and another scale reflecting three different types of outcome – financial, those linked personally to the entrepreneur, and those in terms of development of the rural environment – are proposed and validated, and the effect of marketing practices on the performance of such enterprises is analysed. The findings, which reveal that marketing practices have a significant effect on the achievement of outcomes, have implications of interest for the literature and for practitioners in the rural enterprise sector.