What messages does social marketing advertising send? A content analysis of advertisements aiming to minimise harm from alcohol consumption

• While excess alcohol consumption remains one of the most pressing problems for government and society in many countries, the role of social marketing as a tool for shaping a responsible alcohol consumption culture has grown in significance. This research focuses specifically on the communication aspect of social marketing in the form of social marketing advertising. This study seeks to explore what types of approaches and messages are most prevalent in social marketing advertising campaigns that aim to minimise harm from excess alcohol consumption. This study applies the content analysis method to identify the main themes and messages in a sample of social marketing advertisements. A total of 14 social marketing advertising campaigns, including 29 advertisements, was identified. The analytical framework for this research included both positive and negative consequences of alcohol consumption, and two main social marketing advertising approaches identified in the literature: empowering and patronising. This study found that the patronising approach and a strong focus on the negative consequences of alcohol consumption are prevalent in contemporary social marketing campaigns aimed at minimising harmful drinking behaviours. Social marketing too often takes a patronising approach to encouraging behavioural change. More social marketing efforts should be directed towards identifying how to facilitate and support behaviour change through empowerment by providing consumers with alternative behavioural options.

Copyright © 2015 John Wiley & Sons, Ltd.     

External and Internal Factors Motivating Outsourcing of Business Services by Meeting-Industry Companies: A Case Study in Krakow,Poland

The aim of this article is to evaluate the external and internal factors motivating the selection of business services to be outsourced by key meeting-industry (business tourism) players, with a particular focus on knowledge-intensive business services. The case-study method was adopted in the article to analyze the motivation behind outsourcing of knowledge-intensive business services by meeting venues and event companies in Krakow (Poland). The results confirm that event companies tend to subcontract out core services connected with the organization, promotion and/or management of events, event services, and technical support for events.     

Crisis,internal governance mechanisms and pension fund performance: Evidence from Poland

This study provides new insight on the impact of supervisory board structure as an internal governance mechanism on privately defined contribution pension fund performance in Poland. Using a hand-collected data set, we find evidence that the chairman, as a motivated insider, plays an important role in determining fund performance. The results also show, although with weaker evidence, that outsiders may positively impact fund performance. During the 2007–2008 crisis, however, the insider professional knowledge outweighed the benefits of having motivated outsiders on the supervisory board. Consequently, the results show that both the composition of the supervisory board and the motivation and knowledge of its members are important in explaining pension fund performance. We also find that other governance factors have no impact on fund performance. The results are a relevant contribution to the current regulatory debate on reforms of the pension fund industry in Poland, arguing that modifying the supervisory board structure and electing outsiders with professional knowledge may significantly improve its performance.     

MONETARY POLICY IN A NON‐REPRESENTATIVE AGENT ECONOMY: A SURVEY

It is well known that central bank policies affect not only macroeconomic aggregates, but also their distribution across economic agents. Similarly, a number of papers demonstrated that heterogeneity of agents may matter for the transmission of monetary policy to macro variables. Despite this, the mainstream monetary economics literature has so far been dominated by dynamic stochastic general equilibrium models with representative agents. This paper aims to tilt this imbalance towards heterogeneous agents setups by surveying the main positive and normative findings of this line of the literature, and suggesting areas in which these models could be implemented. In particular, we review studies that analyse the heterogeneity of (i) households’ income, (ii) households’ preferences, (iii) consumers’ age, (iv) expectations and (v) firms’ productivity and financial position. We highlight the results on issues that, by construction, cannot be investigated in a representative agent framework and discuss important papers modifying the findings from the representative agent literature.     

Market Orientation in the Transition Economies of Central Europe:: Tests of the Narver and Slater Market Orientation Scales

The Narver and Slater (Narver, J.C., and Slater, S.F.: The Effect of Marketing Orientation on Business Profitability. Journal of Marketing 54 (1990): 20–35.) market orientation scale is tested in the context of the transition economies of central Europe and found to be both valid and reliable. Relationships between market orientation and both marketing strategy and performance broadly follow predictions from the Western literature indicating that the adoption of a market orientation is equally applicable in transition as in Western economies. A number of different approaches, however, are evident in the transition economies suggesting that other business orientations may coexist with a market orientation creating a richer and more complex set or organizational drivers.     

Emotional Factors in Currency Perception

People may fill currencies with moral and emotional meanings and become attached to currencies in a similar way that they are attached to a brand. Such meanings and affective attachments to a currency may result in people’s resistance to proposed currency changes as well as playing a significant role in everyday consumer behaviour. Following Tajfel’s accentuation theory, it is shown in two studies that (1) opinions that prices in a currency (labelled an “expensive currency”) are high result in perception of prices in this currency as higher than prices in another currency, and that (2) positive affect attached to a currency results in perception of prices in this currency being higher than prices expressed in a currency which is not emotionally laden.     

Key Foresight Attributes of Tourism Companies in the City of Krakow and the Region

The purpose of this paper is to understand differences in tourism companies' potential participation in foresight projects (regional or tourism policy‐oriented) by focusing on companies' attitudes towards participation, cooperation and the culture of future‐oriented thinking. This study used an email survey sent out to tourism companies in the Malopolska region (Poland), and in particular its capital city, Krakow. The data received were statistically analysed using the cluster analysis method and the Mann–Whitney U test. The statistically significant results generated in the study made it possible to determine and understand the differences in the foresight orientation of tourism enterprises. Copyright © 2012 John Wiley & Sons, Ltd.     

Efficiency of the Warsaw Stock Exchange: Analysis of Selected Properties

The Warsaw Stock Exchange (WSE) has been operating in present form for 15 years. WSE is regarded as an “emerging market”. We can observe that it is still developing (in order to become “developed market”). The level of development is often analyzed with reference to the efficiency of the market. We can say that the capital market is efficient if the prices at the market fully reflect all available information. The aim of the presented research is to analyze the current situation at the Warsaw Stock Exchange. Particularly we investigate the weak form of efficiency using selected statistical tests. The research is based on actual data concerning daily observations of shares at the Warsaw Stock Exchange transformed to the logarithmic rates of return, considering the period 2000–2006 and subperiods: the bear market, stagnation and the bull market.