Pains and gains of environmental management system certification for the sustainable development of manufacturing companies: Heterogeneous effects of industry peer learning

Environmental sustainability is a growing global concern. Environmental management systems (EMS) could be an effective strategic tool to help firms deal with their sustainable development. However, whether EMS certification pays off financially and how it takes effect can be debated. Thus far, these questions remain largely under‐researched. In particular, the effects of EMS certification on financial performance are inconclusive, and the reasons explaining the effects are underdeveloped. This study aims to enrich the current research by exploring the mediating and moderating roles from the perspective of cost‐efficiency trade‐offs to reveal how EMS certification affects financial performance. Applying a PROCESS procedure analysis and causal mediation analysis to a sample of 1,751 Chinese listed manufacturing firms from 2008 to 2016, this study shows that the effect of EMS certification on firms' financial performance is insignificant because their operating costs burden increases while their marketing efficiency and managerial efficiency improve. For the first time, this study demonstrates the moderating role of industry peer learning, as the mediating effects decrease with the growth of industry peer learning.     

Building value co-creation with social media marketing,brand trust,and brand loyalty

Value co-creation has emerged as a critical challenge for fashion brands in the age of social media. Despite its importance, scholars have not adequately explored the role of social media marketing (SMM) in enhancing value co-creation (VCC) intentions among fashion brand consumers in mainland China. SMM encompasses five hierarchical elements: entertainment, customization, interaction, electronic word-of-mouth (EWOM), and trendiness. This study developed a theoretical framework based on attribution theory and employed the partial least squares–structural equation modeling (PLS-SEM) method to analyze the value co-creation process. The results indicate that SMM positively impacts brand loyalty (BL), brand trust (BT), and VCC. Furthermore, BT positively affects BL and VCC, while also serving as a positive mediator between SMM and BL and VCC. Finally, BL positively enhances the VCC intentions of fashion brand consumers. Our study's unique insights, derived from the attribution theory's advantage point, enrich the marketing literature. These findings also offer practical guidelines and tips for marketing managers seeking to optimize their SMM mix for VCC.     

退出型市场背景下企业怀旧营销策略研究

怀旧营销是企业根据消费者的怀旧心理采取的一种针对性的促销策略。在企业经营过程中，企业出于某种战略视野，主动会有组织有计划地撤出某些产品、行业和市场。本文通过退出型市场概念及特征的分析，提出了退出型市场背景下企业开展怀旧营销的相关策略建议。     

Social Marketing of a Fortified Staple Food at Scale: Generating Demand for Fortified Rice in Brazil

ABSTRACT

This paper describes the social marketing strategy implemented by PATH and GAIN to create a sustainable market for rice fortification in Brazil and develop a replicable model relevant to other geographies. It draws on market research on consumer attitudes and practices, as well as key demand and consumer metrics before and after execution of the social marketing campaign in Brazil. This marketing endeavor succeeded in establishing the viability of introducing fortified rice in a country through a purely market-based approach. Whereas social marketing is vital to the introduction and scale-up of fortified staple foods through commercial markets, it is not sufficient to achieve meaningful scale and sustainability. Engagement from the public and social sectors, clear governance, and other factors are critical to substantial and long-term impact. Lessons from this first attempt to introduce a fortified staple food through a market-based approach are relevant to similar initiatives elsewhere.     

Validity and Reliability of Satisfaction as a Mediator between Quality Constructs in Manufacturer–Supplier Relationships Through Time and Across Contexts

Purpose: The main objective is to test and assess a research model through time and across contexts in which satisfaction is a mediator between quality constructs in manufacturer–supplier relationships. Satisfaction is positioned as a mediator between trust and commitment (i.e., causes) on the one hand, and cooperation, coordination and continuity expectancy (i.e., outcomes) on the other. The objective is also to provide a substantiation and contribution through time and across contexts, to business theory of supplier-manufacturer relationships

Methodology/approach: One out of eight samples selected for additional empirical substantiation for this study comprises a total of 600 small and medium-sized Spanish enterprises from various industrial sectors. A total of 259 usable questionnaires were returned, generating a response rate of 43.2%. The study is positioned (and compared) in relation to seven other samples that have been tested within the same research model in Canada, Finland, Norway (twice), South Africa, Sweden, and Taiwan. The total number of useable questionnaires is 1641, the average number of useable questionnaires per study is 205 and the average response rate is 37.4% in the studies assessed of this article.

Findings: The research model tested and assessed in the eight studies meets the requirements for satisfactory convergent, discriminant and nomological validity, as well as for construct reliability. The measurement and structural metrics support validity and reliability over time and across contexts, which is rare in marketing research.

Research implications: The theoretical framework contributes, through time and across contexts, to the business theory of supplier–manufacturer relationships. The tested research model demonstrates properties of validity and reliability across countries and company sizes. Implications and suggestions for further research are provided.

Practical implications: The empirical findings indicate key factors that contribute to satisfaction in manufacturer–supplier relationships in different countries and companies.

Originality/value: The article makes a contribution to theory relating to supplier–manufacturer relationships, providing evidence that the tested, hypothesized relationships are generally applicable. The validation or falsification of empirical findings in previous research is crucial in building valid and reliable theory over time and across contexts. Otherwise, theory becomes fragmented and undermines the credibility of marketing research.     

Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude

ABSTRACT

Findings of two experimental studies show that Instagram influencers with high numbers of followers are found more likeable, partly because they are considered more popular. Important, only in limited cases, perceptions of popularity induced by the influencer's number of followers increase the influencer's perceived opinion leadership. However, if the influencer follows very few accounts him-/herself, this can negatively impact popular influencers’ likeability. Also, cooperating with influencers with high numbers of followers might not be the best marketing choice for promoting divergent products, as this decreases the brand's perceived uniqueness and consequently brand attitudes.     

关于天然气批发环节客户评价体系及精准营销的思考

近年来,中国天然气行业市场化改革不断深化,市场原有竞争格局受到挑战,但供应商现有客户评价管理较为粗放,客户评价体系不尽完善。新形势下的天然气行业客户评价及精准营销体系亟待建立,新体系遵循的原则包括:多维衡量,因地制宜;分类细化,量化评价;结合场景,灵活运用。可依据"销量、价格、效益、信用、协作"5个维度及15个指标,选取所需指标并赋予权重,获取指标数据源,运用分数归类定级方法进行判断。客户评价是工具,精准营销是措施。建议从做好精准营销基础项目、立足本职工作替客户分忧、运用大数据探索精准营销3个层面进行规划与升级。     

GPT3模型计算中国大陆对流层天顶延迟精度分析

为了评估GPT3模型计算中国大陆对流层延迟改正的精度和可靠性,利用2017-2018年欧洲中期天气预报中心的ERA-Interim大气廓线资料和中国地震局提供的陆态网对对流层延迟产品进行了对比验证分析。结果表明,在中国大陆,GPT3-ZTD模型值的年均偏差(Bias)小于0.6 cm,均方根误差(RMSE)优于3.53 cm。ZTD模型值的精度总体呈现出从中国西北(RMSE3 cm)到东南地区(RMSE5 cm)逐渐降低的趋势;在中国东南地区,GPT3模型低估了对流层天顶延迟,其量级处于-2.0～0.5 cm。ZTD模型值的精度与测站高程呈非线性相关,随着高程增加而精度不断提升。此外,GPT3-ZTD的精度具有明显季节性变化,RMSE基本维持在1～6 cm,ZTD模型值精度的季节性变化与大气中水气含量和变化剧烈程度相关。GPT3模型对中国大陆的对流层天顶延迟计算有较好的精度和可靠性,可为中国大陆对流层延迟改正建模提供一定参考。     

以龙江观光型乡村游为契机提升特色农产品营销力

近年,国内旅游业的乘数效应日益凸显,乡村旅游业也正逐步成为破解"三农"问题和建设美丽乡村的重要着力点。本文以龙江观光型乡村旅游中特色农产品购买者为分析对象,借助多元统计分析工具对影响游客购买行为的主要因素进行探讨,在深入剖析游客购买行为与影响因素的相关性后,提出了提升黑龙江特色农产品营销力的策略。     

大篷车促销:中国旅游市场营销创新的成功实践--大篷车营销实现从实践到理论的飞跃

旅游大篷车是近些年来我国旅游市场营销的一大创新。国家旅游局组织全国旅游系统先后在欧美等地和日、韩等国家举办旅游大篷车 ,全国各地也已在国内外举办了上百次规模不等的旅游大篷车 ,并取得成功。目前大篷车宣传已渗透到经贸、科技、文化、体育等社会的许多领域。旅游大篷车的成功探索 ,推动了旅游业的发展和进步 ,特别是开创了旅游目的地营销的新范例。本文首次全面总结了旅游大篷车旅游营销活动的广泛性、轰动性、生动性、互动性、叠加性和多层面等六大特点 ,深入分析了大篷车旅游营销管理和运作的模式 ,阐述了旅游大篷车在旅游营销创新中取得的六大突破 ,即战略创新、模式创新、品牌创新、形象创新、市场创新和渠道创新。