Benefits and challenges of conducting multiple methods research in marketing

Using multiple methods to study a phenomenon is proposed to produce results that are more robust and compelling than single method studies. This research note investigates the implementation of multiple methods research in marketing. In the main study, we conducted a content analysis of articles published in five leading marketing journals from 1990 to 2008: Journal of the Academy of Marketing Science, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Science. To aid in interpretation of findings from the content analysis, we gathered verbal data from authors of recent multiple methods studies to gain further insight into the benefits and challenges of conducting and publishing multiple methods research.     

Prune or cut down: salience and Sugden’s <Emphasis Type="Italic">The Economics of Rights</Emphasis>, <Emphasis Type="Italic">Co</Emphasis>-<Emphasis Type="Italic">operation and Welfare</Emphasis>

In The Economics of Rights, Co-operation and Welfare (1986), Robert Sugden follows the tradition from Thomas Schelling and David Lewis in ascribing a central role to the notion of salience within his theory of convention. However, against this, Bruno Verbeek (Instrumental rationality and moral philosophy, Kluwer, Dordrecht, 2002) has argued that an empirically adequate notion of salience may not be incorporated into a generic account of convention without circularity obtains. This paper examines Verbeek’s argument against a background of experimental as well as theoretical work on coordination problems. It finds that the argument fails to consider at least two candidate theories of salience that may be incorporated into the theory of convention without circularity: cognitive hierarchy theory that iterates Sugden’s notion of psychological salience and Schelling salience. Thus, in the end Verbeek’s criticism of the role ascribed to salience in theories of convention may be dismissed, though its discussion draws a fruitful perspective.     

A note on χ-values

In this note, we generalize the χ^Sh-value for all efficient TU-values     

Wage inequality in developing countries: South–South trade matters

The relationship between trade liberalization and inequality has received considerable attention in recent years. The major purpose of this study is to present new results on the sources of wage inequalities in manufacturing taking into account South–South (S–S) trade. Globalization has not only lead to increasing North–South (N–S) trade, but it has also changed the direction and composition of trade as more trade is carried out among developing countries. In this study, we find that increasing wage inequality is associated more with the South–South trade liberalization than with the classical trade liberalization with northern countries. A part of this increasing wage inequality due to S–S trade comes from the development of N–S trade relationship in S–S trade that increases wage inequality in middle-income developing countries. This study also seeks to shed some light on the link between the direction of trade and technological change. We explore the fact that S–S trade leads to a technological change biased toward skill-intensive sectors more than N–S trade. This indirect effect increases wage inequality for all developing countries, but it is more important in low-income countries.     

The political determinants of liberalization: do ideological cleavages still matter?

We investigate the political determinants of liberalization in OECD network industries, performing a panel estimation over 30 years, through the largest and most updated sample available. Our results contrast with the traditional wisdom according to which right-wing governments do promote market-oriented policies more intensively than left-wing ones. Our findings reveal a neglected role of the so-called neoliberalism in promoting left-wing market-oriented policy. As a result, we claim that ideological cleavages ceased to act as determinants of the liberalization wave observed in network industries. This result is confirmed when controlling for the existing regulatory conditions that executives find when elected. Furthermore, we find that the country’s exposure to other countries’ policy initiatives acts as a positive stimulus for liberalization policies.     

Strictness of leniency programs and asymmetric punishment effect

We analyze the impact of leniency programs on the behavior of firms participating in illegal cartel agreements in a two-stage repeated game model. Our approach takes into account asymmetric punishment effect and allows to discuss the design of leniency programs in the setting with asymmetries. The main contribution of the paper is that we consider heterogeneous firms. This heterogeneity results in additional costs in case of disclosure of the cartel, which are caused by asymmetric punishments. Next, following current antitrust rules, we analyze effects of the strictness of leniency programs, which reflects the likelihood of getting a complete exemption from fine even in case many firms self-report simultaneously. Our main conclusion is that leniency programs work better for small companies, since a lower rate of law enforcement is needed in order to induce self-reporting by smaller firms, while big firms are less likely to start a cartel in the first place given the possibility of self-reporting in future. Finally, we analyze optimal enforcement strategies of the antitrust authority and conclude that the authority with limited resources should implement more generous leniency rules the more cartelized the economy is.     

The influence of redemption time frame on responses to incentives

In the present research, Construal Level Theory is used to predict that consumers will mentally characterize incentive offers differently as a function of their redemption time frames. Data from two experiments indicate that concrete features, such as the face value of an offer or its mode of presentation (as a dollar figure or as a percentage discount), are prominent for incentives with short time frames but not for incentives with long ones. In the latter case, abstract features, such as the incentive’s goal congruity or fit with personal values, are more likely to influence responses.     

Green marketing strategies: an examination of stakeholders and the opportunities they present

As green marketing strategies become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present research seeks to better understand the role of “green” as a marketing strategy. Through an integration of the marketing, management, and operations literatures, an investigative framework is generated that identifies the various stakeholders potentially impacted through the environmentally friendly efforts of a firm. Specifically, the inter-connected nature of the core business disciplines of marketing, management (both strategy and human resources), and operations are examined as controllable functions within an organization from which strategies can be enacted to affect a firm’s stakeholders. The prior research in these areas is examined to identify potential research opportunities in marketing while also offering a series of representative research questions that can help guide future research in marketing.