Do offline and online go hand in hand? Cross-channel and synergy effects of direct mailing and display advertising

Despite the rise of digital, direct mailing as a marketing communication tool remains relevant and widely applied in practice. Nevertheless, research into the effectiveness of direct mailing in the online environment is scant. Key questions that remain entail how direct mails affect different online and offline consumer activity metrics throughout the purchase funnel and how they interact with digital marketing communication tools. The current paper, therefore, investigates these two questions by conducting two studies. First, we focus on the effect of direct mailing on zip-code level upper, middle, and lower funnel performance metrics over time by analyzing quasi-experimental data from a large European insurance firm. The results reveal that direct mailing significantly influences consumer activity metrics in the online channel (i.e., online search and clicking behavior), in support of cross-channel effects of direct mailing. Moreover, direct mailing is shown to be effective throughout the purchase funnel, both directly and indirectly, with a positive net sales effect. Second, we study the joint effect of direct mailing and display advertising by analyzing field experiment data from the same insurance firm. The results show positive synergy between direct mailing and display advertising. Therefore, despite the rise of digital, direct mailing still serves as an effective marketing tool, both by itself and in combination with digital marketing.     

Forest governance and economic values of forest ecosystem services in Vietnam

Forest ecosystems deliver valuable services to humanity. However, many forests are being degraded and their services have been undervalued. The main problem lies in the inadequate institutional arrangements for forest governance. This paper aims to assess the effects of alternative forest governance arrangements on the provision and economic values of forest ecosystem services (FES) in Vietnam. The study presents a framework for mapping land use and land cover (LULC) change stemming from actual and hypothetical changes in forest governance regimes, quantifies the resulting changes in the provision of FES, and estimates the associated economic values. In the context of the study site in the North Western uplands of Vietnam, we test three alternative forest governance scenarios: business as usual, with a dominant government role; a community-based governance regime; and a private, individual-based forestry governance regime. Scenarios are based quite closely on the way these regimes are (or might be expected to be) implemented in Vietnam. For each forest governance scenario, we map LULC changes based on land suitability analysis and transition likelihood for the period 2010 − 2020. The resulting maps are used as inputs into the InVEST (Integrated Valuation of Environmental Services and Tradeoffs) model, which is used to estimate the quantity of three specific FES: carbon storage/sequestration, sediment yield, and water yield. We apply economic valuation methods to value these services: the social cost of carbon is used to estimate the economic values of carbon storage/sequestration; the cost of removing sediment deposited in reservoirs is applied for valuing the reduction of sediment yield, and the residual value of water supply for hydropower generation is used for valuing water yield. The results show that forest governance regimes have a significant effect not only on forest LULC, but also on the quantity and values of FES derived from forests. The FES are differentially affected by alternative forest governance regimes: some FES increase in quantity and value under some governance regimes and decrease under others. Of the three forest governance regimes examined, there is no one regime that will always be ‘better’ than the others in terms of provisioning all considered FES. For the specific context of Vietnam, we find that the private forest governance scenario is inferior to the community-based governance scenario, as an alternative to the current state-based governance. Because our results pertain to the scenarios as constructed, rather than generally to broad categories of governance regimes, there remains the possibility that regimes can be constructed that outperform all of those examined here.     

The difference of expert opinion on the forest-based ecotourism development in developed countries and Iran

Ecotourism development in a forest area includes many positive and negative aspects and requires a comprehensive study that can consider all simultaneously. Because of the inner and outer dependence or feedback links between the criteria in this research, the Analytical Network Process (ANP) based on the BOCR Model was used. Decision making and planning for the development of ecotourism is influenced by the attitude of experts towards development impacts. The question of this research was whether due to different environmental conditions in Iran, is it appropriate to follow ecotourism development patterns of developed countries? Given the different forest conditions in Iran, the weights of decision-making criteria for ecotourism development was significantly different for experts from Iran and developed countries. Weight difference for five sub-criteria, ECB2, ECB3, SOB4, ENC4 and, ENR2 were not significant, but for the rest of the sub-criteria were significant at 1% level. The results of comparing the mean weight values of the alternatives with an independent t-test indicated the difference was significant at 1% level. According to experts of the developed countries, ecotourism development with a weight of 0.927 and according to experts of Iran with a weight of 0.531 was prioritized.     

Cultural distance and international trade in services: A disaggregate view

In this paper, we estimate the effect of “cultural distance” on bilateral trade in services. The measure of cultural distance we use is based on scores that reflect country averages of individuals’ attitudes towards inequality, self-orientation, competition, uncertainty, traditions, and indulgence. Controlling for standard ingredients of gravity equations, we show that an aggregate measure of cultural distance has a significantly negative effect on total bilateral services trade. Once we take a more disaggregate view, we find that the strength of this effect differs across various types of services and various aspects of cultural distance.     

Mapping Brisbane’s Casual Creative Corridor: Land use and policy implications of a new genre in urban creative ecosystems

Creative hotspots have become a key driver for urban policies to stimulate social, cultural, environmental and organisational growth of creative and knowledge-based clusters, districts and hubs. However, their functional and spatial characteristics vary due to their different evolving structure as new spaces of economic activity in different contexts. This article points to a consideration of new foci for both land use and urban economic policy through a mapping of formal and informal creative hotspots in Brisbane, Australia. The study found two distinctive development patterns: (a) earlier top-down approaches as instigated by national and international innovation policies, and; (b) recently emerging bottom-up spaces for creativity, knowledge and innovation practices. This study examines how formal creative strategies and emerging informal creative spaces shape cities and urban policies. The methodology comprises online data collection and a review of creative and knowledge strategies and implementation policies. Data was then analysed via multiple mapping techniques illustrating the spatial distribution of creative hotspots, formal and informal formations, scale and land use characteristics. The research findings consolidate our understanding of Brisbane’s creative ecosystem and suggest new urban policy mechanisms to better foster the interrelationship between top-down and bottom-up approaches in cities, that is, between formally planned and large-scale interventions and small-scale organic and informal creative activities.     

Policy lessons from spatiotemporal enrollment patterns of payment for ecosystem service programs in Argentina

Payment for ecosystem services schemes (PES) are lauded as a market-based solution to curtail deforestation and restore degraded ecosystems. However, PES programs often fail to conserve sites under strong long-term deforestation pressures. Underperformance, in part, is likely due to adverse selection. Spatial adverse selection occurs when landowners are more likely to enroll parcels with low deforestation pressure than parcels with high deforestation pressure. Temporal adverse selection arises when parcels are enrolled for short time periods. In both cases, financial resources are allocated without having a sizeable impact on long-term land use change. Improving program performance to overcome these shortcomings requires understanding attributes of landowners and their parcels across large scales to identify spatial and temporal enrollment patterns that drive adverse selection. In this paper, we examine these patterns in Argentina’s PES program in Chaco forest, a global deforestation hotspot. Our study area covers 252,319 km². Results from multinomial logistic regression models showed that large parcels of enrolled land and parcels owned by absentee landowners exhibit greater evidence of spatiotemporal adverse selection than smaller parcels or parcels owned by local landowners. Furthermore, parcels managed under land use plans for conservation and restoration are more likely to be associated with adverse selection than parcels managed for financial returns such as harvest of non-timber forest products, silviculture, and silvopasture. However, prior to recommending that PES programs focus on land uses with higher potential earnings, a greater understanding is needed of the degree to which these land uses meet ecological and biodiversity goals of PES programs. We suggest that increased spatial targeting of enrollment, along with enrollment of local landowners and further incentives for land uses that support conservation and restoration, could promote long-term conservation of forest lands.     

The decade-long cryptocurrencies and the blockchain rollercoaster: Mapping the intellectual structure and charting future directions

Recent advances in science mapping allowed to analyze the entire intellectual structure of blockchain and cryptocurrencies in business-related disciplines to identify 174 academic articles as well as 1482 practitioner-oriented articles published since the inception of cryptocurrencies in 2008 to highlight key trends of the published outputs. The results demonstrate academic research done by 389 authors in 296 organizations based in 50 countries that only just initiated the conversation on four major streams of the literature—Bitcoin and cryptocurrencies; blockchain adoption; cryptocurrency and blockchain environment; and business model innovations. When comparing academic scholarship to practitioner-oriented literature, the results demonstrate that practitioners discussed investor-related themes, cryptocurrency intrinsic value, political-economic sphere, and the impact of cryptocurrency and blockchain technologies on the wider society in greater detail. As a result, a number of themes are identified and discussed that could align academic and practitioner interests and provide guidance for further research in this important field.     

Services as drivers of economic growth. Is there an opportunity for Latin America countries?

ABSTRACT

Considering the recent improvements in services innovation and productivity performance, the aim of the article is to analyze if they can act as a new growth driver for Latin American countries. For that, we review the literature on services and structural change in two stages. First, we apply a bibliometric methodology to identify the main trends in literature. Second, we analyze in-depth a smaller set of papers in order to extract the main lessons regarding three aspects of our question: (i) services and productivity growth, (ii) new opportunities for innovation in services and (iii) relation between services and manufacturing through servitization process. The results show that productivity and innovation growth in services are concentrated in only a few branches. Besides this, services performance depends on their links with manufacturing activities. We conclude that the current Latin American servitization process clausure opportunities for developing instead of opening them.     

Between a rock and a hard place: Seizing the opportunity of demanding customers by means of frontline service behaviors

Service businesses are increasingly facing more demanding customers as a result of a shift in power from the service providers' side to the customers' side. Related literature predominantly examines the negative side of this ongoing trend, while overlooking the positive side. The major aim of this paper is to examine how frontline employees — investment account managers — deal with the ongoing increase in customer demandingness. To address this, we draw on adaptability performance theory to test the facilitating effect of frontline employees' post-transaction service behaviors (SBs) — diligence, inducements, information communication, sportsmanship, and empathy — as a means of adaptation to higher levels of customer demand. Findings indicate that frontline employees adapt most of their SBs' intensities to match customers' demands. The results show that some SBs actually increase the effectiveness and efficiency of frontline employees' service performance, leading to an increase in customer value and satisfaction. Customer value is found as a mediator in some of the relationships between SBs and customer satisfaction. Contrary to the conception of the negative outcomes of customer demandingness, service firms need to consider taking advantage of customer demandingness by stressing the role of frontline employees in adapting to customers’ demands.