Organizational Adaptation and Perceived International Marketing Effectiveness

American business faces a future of world wide competition for markets. Effective global marketing has been associated with the adaptation of domestic marketing, product design, financial, and personnel practices in the professional marketing literature. Perceived effectiveness in international markets, is correlated with a corporate culture oriented to global markets in the opinion of a sample of American executives.     

Issues management and organizational accounts: An analysis of corporate responses to accusations of unethical business practices

When external groups accuse a business organization of unethical practices, managers of the accused organization usually offer a communicative response to attempt to protect their organization's public image. Even though many researchers readily concur that analysis of these communicative responses is important to our understanding of business and society conflict, few investigations have focused on developing a theoretical framework for analyzing these communicative strategies used by managers. In addition, research in this area has suffered from a lack of empirical investigation. In this paper we address both of these weaknesses in the existing literature. First, we explicate Impression Management Theory as an appropriate framework for studying organizational communicative responses, paying particular attention to the concept of accounts. Second, we critique previous investigations of organizational accounts and discuss the major contributions of our study. Third, we propose a coding system and content analyze the accounts offered by managers from 21 organizations that were recently the targets of consumer boycotts. Finally, we report the results of our empirical investigation and discuss ethical issues related to organizational accounts. Dennis E. Garrett (Assistant Professor, Division of Marketing, University of Oklahoma) is a co-author of Marketing Theory: Evolution and Evaluation (John Wiley and Sons, 1988). His articles have appeared in Journal of Marketing, Journal of Business Strategies, Business and Society Review, Journal of Marketing Education, and Communication Monographs. In 1987, he was selected as the Outstanding Professor on Campus by the University of Oklahoma Student Association.Jeffrey L. Bradford (Graduate Student, Division of Marketing, University of Oklahoma) is completing his Ph.D. in Marketing in the College of Business Administration. Renee A. Meyers (Assistant Professor, Department of Communication, University of Oklahoma) has published articles in Human Communication Research, Communication Yearbook, Communication Monographs, and Journal of Applied Communication. Her doctoral dissertation from the University of Illinois was selected as the 1987 Outstanding Doctoral Dissertation by the Speech Communication Association.Joy Becker (Graduate Student, Division of Marketing, University of Oklahoma) is completing her M.B.A. degree in the College of Business Administration.     

Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions

Many firms are striving to improve their environmental positions by presenting their environmental efforts to the public. To do so, they are applying green marketing strategies to help gain competitive advantage and appeal to ecologically conscious consumers. However, not all green marketing claims accurately reflect firms’ environmental conduct, and can be viewed as ‘greenwashing’. Greenwashing may not only affect a company’s profitability, but more importantly, result in ethical harm. Therefore, this research extends past greenwashing studies by examining additional influences on and outcomes of perceived greenwashing. To do so, we conducted two studies, an interview study with consumer product and consulting firms, as well as an experiment examining consumers interacting with a company website. For these studies, we used multiple methods, including interviews, questionnaires, and neurophysiological techniques. We found that perceived greenwashing relates not only to environmental and product perceptions, but also to consumers’ happiness while interacting with the website. We also found that website interactivity relates to perceived greenwashing, environmental and product perceptions, and to the amount of interaction with the website. We conclude by discussing managerial and ethical implications for research and practice.

     

Reexaminating Perceived Ethics Issues and Ethics Roles among Employment Managers

This paper reexamines the perceived ethical issues and roles of employment managers based on their responses to a recent "Ethical Issues in Human Resource Management Survey." This research addresses five major questions including: 1) Whether employment managers' perceptions of the factors influencing unethical behavior vary according to gender, job position, and company size, 2) What are the perceived frequency and seriousness of misconduct among HR functional areas, 3) Whether groups of employment managers (i.e., males and females) vary significantly in their perceptions of the seriousness of unethical events, 4) Whether gender and organizational level influence how often particular ethics roles are played, and 5) What particular roles are being played by employment managers as they respond to ethical dilemmas. The findings show that regardless of gender, position, or company size, employment managers' ethical behavior is influenced most by the behavior of senior managers and their immediate supervisors. In addition, the respondents believe that ethical misconduct occurs more often and is most serious in specialties such as employment, health, safety, and security, and compensation. Gender, industrial category, and company size have a significant impact on how serious unethical practices were perceived to be. Finally, seven of the eight ethics roles were matched with the ethical dilemmas submitted by the survey respondents.     

Foreign Direct Investment Motives and Marketing Strategies in Central and Eastern Europe

Summary

Foreign direct investment (FDI) inflows are of crucial importance for the process of reintegration of Central and Eastern Europe (CEE) in the global marketplace. This paper explores the motives of foreign investors, host governments, and host companies in the FDI process taking place in CEE. The degree to which the motives of the three parties have been achieved is evaluated. The motives of foreign investors, host governments, and host companies are related to the strategic priorities of the FDI companies. The way in which these priorities have been realized is discussed. Recommendations for foreign investors' behavior in the CEE context are presented at the end of the article. The research data come from four countries: Bulgaria, Hungary, Poland, and Slovenia.     

Marketing and advertising practices of Turkish entrepreneurs in transition economies: Evidence from Georgia

As a transition economy, Georgia has an uncertain, complex, and immature business environment, typical of transition economies in the Eurasian region. In an effort to provide insights into marketing and advertising practices in the Eurasian transition economies, this study empirically examines the marketing and advertising practices in Georgia through two surveys conducted with Turkish entrepreneurs in Georgia and Georgian consumers. On the one hand, the findings of the survey of the Turkish entrepreneurs indicated that an overall adaptation strategy is needed in Georgia; in addition, foreign entrepreneurs willing to enter the Georgian market are advised to offer a variety of products by collaborating with local distributors and agents. Although Georgian consumers do not have high income, low-price strategy does not always work as consumers equate low price with inferior quality. Marketing of prestigious products are to be sold at higher prices and appropriate product positioning strategies must be developed for each target market segment. Merchandising strategies must be congruent with the target market served as well as retail stores/outlets utilized. On the other hand, the Georgian consumers demand better customer service and increased variety of products; advertising is welcomed to a certain extent as long as advertising provides useful product/brand and company information.     

Antecedents and Consequences of Perceived Importance of Ethics in Marketing Situations: A Study of Thai Businesspeople

Building on an existing framework concerning ethical intention, this research explores how Thai business people perceive the importance of ethics in various scenarios. This study investigates the relative influences of personal characteristics and the organizational environment underlying the Thai business people’s ethical perception. Corporate ethical values and idealism are shown to positively influence a Thai manager’s perceptions about the importance of ethics. While their ability to perceive the existence of an ethical problem is negatively influenced by relativism, it is positively impacted by their existing perceptions about the importance of ethics. Results also suggest positive relationships between perceived importance of ethics and perceived ethical problems with ethical intention. These results extend research in understanding the relationship between the antecedents and consequences of perceived importance of ethics within an economically growing non-Western culture.     

The Benefits and Effective Application of Audio in Direct Marketing on the Internet

ABSTRACT

This paper primarily discusses the benefits of using audio on the Internet. Based on qualitative interviews with Internet experts and reviews of extant literature on consumer behavior and marketing, it develops a set of recommendations for effective application of audio on the Internet. While these recommendations constitute a set of viable strategies for direct marketing, they also form a set of testable hypotheses for academic researchers. Marketers are now beginning to consider audio as a tool to add value to a Website and to promote brands. Essentially, they offer a basis for future academic experiments aimed at better understanding the impact of audio on the Internet.     

Unhealthy and unsafe practices associated with symptoms of depression among injured patients

This study describes a process to explore factors which contribute to child-drowning deaths and allows the development of appropriate strategies to prevent similar deaths in a selected site in the Northern Philippines. Data collection techniques used in obtaining baseline data include: review of drowning mortality records; key informant interviews; focus group discussions; and community walk-throughs. Risk factors identified which could or did contribute to drowning events were: proximity to bodies of water; inadequate child supervision; lack of information/awareness of prevention strategies; and lack of drowning prevention programme(s). Measures on how to prevent drowning deaths were explored and initial interventions were implemented through a committee convened by the community. These interventions include: community education sessions; capability building measures; redesigning of community wells; development of playpens; and use of barriers. Community engagement is a crucial element in the development and implementation of any health programme. This study demonstrates that by engaging and working with the community action occurs, however, there is a need to conduct further evaluation activities to determine if the actions by the community continued beyond the project and have resulted in a decrease in drowning. One of the strengths of the process described is that it is culturally appropriate and site-specific and allows the community to find the solutions itself. Exploration and delivery of further projects in larger areas is required to reduce drowning in the Philippines. An imperative is the evaluation which will provide valuable information on whether barriers are a sustainable and acceptable means of prevention to the community in the long term.     

Electronic Marketing Communications: An Evolving Environment,but Similar Story Regarding the Perception of Unsolicited Commercial E-Mail and Postal Direct Mail

The internet is still a relatively new mass communication tool for advertisers and marketers. When weighing the potential benefits of electronic techniques against the financial investment, spam seems particularly attractive to marketers for either for-profit or non-profit objectives. Since it is unlikely that marketers will decrease their efforts related to spam and postal direct mail as a form of communicating to mass consumers, it is important to track consumer attitudes so that audiences are not subjected to the backlash predicted by psychological reactance. The results of this study found that spam is more irritating than postal direct mail at both T₁ (2004) and T₂ (2006), and participants in T₂ found both direct marketing communication methods more intrusive than those in T₁.     

The Impact of Environmental Uncertainty Perceptions,Decision-Maker Characteristics and Work Environment Characteristics on the Perceived Usefulness of Marketing Information Systems (MkIS): A Conceptual Framework

This paper discusses potential relationships between contextual factors and Marketing Information Systems (MkIS) design. MkIS design is defined in terms of the perceived usefulness of several information characteristics, which may be associated with a marketing information system. The paper suggests that MkIS design research should consider a range of contextual variables drawn from the organisational behaviour, behavioural decision-making and personality/cognitive psychology literatures. Drawing on empirical results from three sets of literature and from studies of information systems design (particularly management and accounting information systems design), the authors present a framework for exploring the design of a MkIS.     

Relationships among Perceived Organizational Core Values, Corporate Social Responsibility, Ethics, and Organizational Performance Outcomes: An Empirical Study of Information Technology Professionals

This study is an extension of our recent ethics research in direct marketing (2003) and information technology (2007). In this study, we investigated the relationships among core organizational values, organizational ethics, corporate social responsibility, and organizational performance outcome. Our analysis of online survey responses from a sample of IT professionals in the United States indicated that managers from organizations with organic core values reported a higher level of social responsibility relative to managers in organizations with mechanistic values; that managers in both mechanistic and organic organizations which were perceived as more socially responsible were also perceived as more ethical; and that perceived ethical attitudes and social responsibility were significantly associated with organizational performance outcome measures. Our article discusses research premises, conceptual framework, hypotheses, research methodology, data analysis, recommendations for further research, and conclusions.     

Direct Response Marketing: An Entrepreneurial Approach. Cohen,William A. New York: John Wiley and Sons,Inc., 1984. 496 Pp. $33.95

This paper explores the question of how ad creativity can be characterized from an emotional point of view. We first identify a tight linear relation between pleasure and arousal reactions as a structural characteristic of emotional reactions to print advertising. We demonstrate the reliability and robustness of this linear relation for varied samples of print ads in two studies. Relying on the bioinformational theory of emotion, we illustrate that this linear relation reflects activation of the appetitive motivational system. Further investigation of an ad's position on the line revealed that the degree of deviation from this line in both directions is positively related to creative content. Creative content was determined objectively by means of content analysis detecting extraordinary message features and subjectively by means of perceived extraordinariness measures.