Attracting potential blood donors: The role of personality and social marketing

Globally, society has been facing several and growing health problems, which increased the importance of efforts towards social change. In this context, using social marketing to create and implement programs that foster behavioural change has increased in the public health community. One of the health problems that society has been facing is the unceasing need for blood products, so the subject of blood donation became an important research topic in the area of social marketing, as social marketing strategies can contribute to solving this problem. It is essential to understand the factors that motivate individuals to donate blood, to enhance the recruitment and retention of blood donors. Our study aims at evaluating the key personality factors that influence blood donation behaviour to reach a higher understanding of what concerns this global issue. The method used to analyse the data is ANOVA. We conclude that the Personality of potential donors is significantly different from the non-donors' regarding Openness to Experience and Agreeableness. These results suggest that potential donors might perceive blood donation, as well as the associated barriers, differently from non-donors. Based on our findings, we suggest some perspectives for future research in this area.     

The marketing/creativity interface: a case study of a visual artist

• This paper aims to contribute to an understanding of the marketing/creativity interface in the visual arts at the level of the individual artist. Proceeding, broadly speaking, from a constructivist perspective and using a qualitative case study approach, it examines a visual artist's personal construction of her creative and business work. The analysis highlights the significance of emotional, cognitive, spiritual and physical processes for the artist's positioning, process, and products, as well as her difficulties with promotion and pricing issues. It was seen, following Fillis (2004), that, at the level of an individual artist, her work may be not only product-oriented but self-oriented. It therefore behoves artists and their agents to be able to offer appropriately distinguishing promotional accounts of the artist's artistic identity, process and work based on a deep self-reflexive awareness and understanding by the artist of her own creative practice.

Copyright © 2005 John Wiley & Sons, Ltd.     

Enhancing occupational health and safety in young workers: the role of social marketing

• Young workers (age 15–24) suffer work‐related injury at a much higher rate than older workers, yet research on the role and effectiveness of social marketing to influence and improve workplace safety is limited.
• A review of the relevant literature reveals that significant gaps exist in terms of effectively using social marketing to reduce young worker injury rates.
• A comprehensive, multi‐faceted social marketing approach is required to address young worker safety.
• Directing more attention toward the practice of social marketing can enhance the effectiveness of campaigns to reduce workplace injuries.

Copyright © 2007 John Wiley & Sons, Ltd.     

全球化市场营销的社会满意度概念、测度及其应用

在全球化深入发展的今天,企业所面临的市场环境日趋复杂,顾客因素之外的其它社会因素(比如各国政府组织、非政府组织、媒体、居民等)对企业生存与发展也发挥着日益重要的影响。本文通过欧盟对中国打火机等产品的反倾销案例分析,以及基于顾客满意度等相关理论研究,提出了涵盖顾客满意度的市场营销社会满意度的新概念,并应用模糊综合评价方法构建了社会满意度测评体系,对其评价测度体系和应用进行了初步研究。本文认为,社会满意度能够全面衡量企业适应社会环境的能力,这一概念的提出和应用有助于企业树立社会化的全方位市场营销新理念,更好地参与全球化、社会化的市场竞争。     

The role of HR managers in international mergers and acquisitions: a multiple case study

The article departs from the existing research treatment of expatriation as an individual-level phenomenon, and looks at the expatriation of work teams. We examine the performance management of expatriate teams brought in from 17 independent organizations to work on a new-product development project. We find that the teams faced diverse stakeholder expectations and that these stakeholders' expectations were a source of tension for the teams. The teams responded by adopting performance management strategies that tended to prioritize their respective home organizations' expectations. We discuss the vulnerability of contextual performance and the relative insignificance of national cultural differences in this expatriation context. We propose practical considerations and an agenda for further international human resource management (IHRM) research on expatriate teams.     

Financing the social economy: a case study of Triodos Bank

Nonprofit and voluntary sector organisations are taking an increasingly sophisticated approach to their financial management, including their banking requirements. While there have been signs that the mainstream commercial banks have been responding to those needs, recent years have also witnessed a number of initiatives taken by organisations with roots closer to the nonprofit and voluntary sector. One such organisation is Triodos Bank. This paper seeks to explain what Triodos Bank does, paying particular attention to those unusual features of its operations which are likely to be of interest to managers of nonprofit and voluntary sector organisations. It is suggested thatwhatTriodosdoesisbothinterestinginitself and indicative of ways in which social economy financing might develop in the future. Copyright © 2001 Henry Stewart Publications     

EOQ application in a pharmaceutical environment: A case study

This paper describes a successful application of classical inventory theory at a drug manufacturing plant located in Montreal that has resulted in annual savings in the order of $110,800 and assisted management in its decision to invest in larger production equipment. The basic assumptions underlying EOQ models are reviewed and dealt with. For instance, an algorithm was devised to handle the peaks in the demand of many A class items. Following the implementation of this algorithm, buffer stocks were reduced signifi cantly while maintaining the same high levels of service.     

Exploring the impact of self‐construal and cultural intelligence on alcohol consumption: implications for social marketing

• There is enormous cross‐cultural variation in alcohol choices and drinking behaviour. Because of the inherent differences in historical drinking culture, as well as differences in alcohol policy globally, similarities and differences in drinking patterns have long been a focus of interest among public health and social marketing researchers. Thus, the purposes of this study are (1) to explore differences between groups (Australian and non‐Australian‐born respondents) on self‐construal, cultural intelligence and alcohol consumption and (2) to investigate the impact of self‐construal and cultural intelligence on alcohol consumption in Australia. Data for this study were collected through a large public university in Australia (N = 669). The paper found that people with interdependent self‐concept were less likely to drink alcohol than people with independent self‐concept and cultural intelligence was not significantly related to hazardous alcohol use, harmful alcohol use and dependence symptoms. Variations between Australian‐born and overseas‐born groups were evident. Limitations of the current study and an agenda for future research are outlined.

Copyright © 2016 John Wiley & Sons, Ltd.     

TV viewing and physical activity: a segment analysis for social marketing

• Elevated television viewing and physical inactivity promote sedentary behavior, leading to obesity. Yet, modifying the behavior has received a limited academic investigation. Thus, the purpose of this exploratory study is to develop segments relating to such behavior, and propose TV viewing‐reduction and physical activity‐enhancing strategies for the various segments.
• Using data from a mall, the multiple regression and analysis of variance (ANOVA) led to the identification of four segments: alert, inactive, action, and ideal. Results indicate that those engaged in physical activity appear to watch less TV, and that age and gender do not have a significant impact on TV viewing. The managers can use the findings, segments, and strategies to create appeals for target social marketing.

Copyright © 2007 John Wiley & Sons, Ltd.     

The marketing firm and co-creation: The case of co-creation by LEGO

This article discusses the marketer and customer co-creation process within the context of bilateral contingencies. Bilateral contingencies occur when the marketers' behavior is reinforced (and/or punished) by the customers' behavior, whereas the behavior of the customers is reinforced (and/or punished) by the marketers' actions. Using the example of the LEGO community, we discuss how the marketers in the organization can respond to behaviors resulting from co-creational customer–customer exchanges. This paper fills the knowledge gap by presenting a behavior analysis framework (theory of the marketing firm) for the empirical measurement of the co-creation process.     

Critical social marketing – The impact of alcohol marketing on youth drinking: Qualitative findings

• This paper presents findings from exploratory qualitative research as part of a critical social marketing study examining the impact of alcohol marketing communications on youth drinking. The findings from stakeholder interviews (regulators and marketers) suggest that some alcohol marketing might target young people, and that marketers are cognisant of growing concern at alcohol issues, including control of alcohol marketing. Focus groups with young people (aged 13–15 years) revealed a sophisticated level of awareness of, and involvement in, alcohol marketing across several channels. It was found that some marketing activities featured content that could appeal to young people and appeared to influence their, well‐developed, brand attitudes. The research demonstrates the utility of taking a critical social marketing approach when examining the impact of alcohol marketing. The implications of these findings for research, regulation and policy around alcohol marketing are also examined. The contribution that studies such as this make to the debate around marketing principles and practice, and to social marketing, is also discussed.

Copyright © 2009 John Wiley & Sons, Ltd.     

The importance of an internal marketing orientation in social services

• The current research takes an interdisciplinary approach to examine the role of emotions in the successful delivery of social services. Survey data collected from 533 frontline social service providers were subjected to regression analyses. Findings reveal that emotional intelligence mediates the relationship between emotional labor and job stress, which in‐turn impacts job performance. The findings suggest that an internal marketing orientation is needed to better match the organization's products (i.e., jobs) with its internal customers (employees), and in‐turn improve the quality (job performance) of its offerings to its external customers.

Copyright © 2009 John Wiley & Sons, Ltd.     

网络营销在国际贸易中的应用

近年来,电子商务迅猛发展,交易额已迭数万亿元,电子商务已成为跨国贸易的重要平台,网络营销作为21世纪的营销新方式势不可挡,将成为全球企业竞争的锐利武器.文章从电子商务的发展,阐述了网络营销在国际贸易中的优势、它的营销方式以及存在的问题,提出了解决方法,对指导企业应用网络进行营销,发挥跨国贸易作用有一定的指导意义.     

网络营销在国际贸易中的应用

近年来,电子商务迅猛发展,交易额已达数万亿元,电子商务已成为跨国贸易的重要平台,网络营销作为21世纪的营销新方式势不可挡,将成为全球企业竞争的锐利武器。文章从电子商务的发展,阐述了网络营销在国际贸易中的优势、它的营销方式以及存在的问题,提出了解决方法,对指导企业应用网络进行营销,发挥跨国贸易作用有一定的指导意义。     

Which statistical technique should i use? a survey and marketing case study

Mini and microcomputers are putting an even larger number of powerful statistical analysis techniques at the disposal of the researcher. This paper uses a case study approach to show how to use the original objectives and purpose of a research project to design the study, organize the data collection and select the most appropriate multi-variate technique. Multiple regression, correlation analysis, principal component and factor analysis, discriminant analysis, causal link analysis, cluster analysis, analysis of variance including automatic interaction detection, and canonical correlation analysis are among the models and statistical techniques described in terms of their requirements, underlying hypotheses, limits, advantages. The use of these techniques is illustrated by the study of the “enjoyment” of the tourists who visited the province of Quebec in 1975.     

Balancing dual missions for social venture growth: a comparative case study

ABSTRACT

Balancing social and economic missions in the pursuit of growth is one of the greatest challenges faced by social ventures. Although social ventures strive for growth to scale their social impact, pursuing growth often results in mission drift and the sacrifice of social objectives, which in turn eventually undermine the ventures’ raison d’être. In this study, we investigate how and with what outcomes social ventures that pursue growth can manage the balance of social and economic missions. Through a comparative case study of six for-profit social ventures, we find significant differences in how dual missions are selected, connected, and intertwined, leading to varying degrees of mission spillover effects between social and economic missions. Our findings show that two-sided mission spillover effects are a central mechanism in dual mission management, enabling social ventures to pursue balanced growth, avoid mission drift, and achieve social impact. With these findings, this study adds to the emergent literature on social entrepreneurship, dual mission management, and social venture growth.     

The symbiosis of entities in the social engagement network: The role of social ventures

Social entrepreneurship is increasingly recognized as a mechanism for creating social and economic value. By applying population ecology, resource dependency and resource-based view perspectives, this paper develops a conceptual model to provide greater insight into how social entrepreneurship ventures collaborate with other organizations in a network to fulfill resource requirements. Through this process social ventures address unmet social needs to create value which leads to the development and growth of individuals, communities, and regions. Using a large city's economic development actors involved in small business promotion as test cases, this exploratory study illustrates that social ventures effectively acquire resources from the primary social engagement network actors: corporations, governments, and other social ventures. The framework introduced in the paper provides a means by which to better understand the context in which relevant social engagement players in a network exist and the synergies that they can develop.