What do social marketing programmes reveal about social marketing? Evidence from South Asia

• Although social marketing is growing as a discipline, there are several social marketing programmes (SMPs) across the world which can guide us in achieving a better understanding of social marketing. In this paper, using a case study approach, we map the SMPs to the six Ps of marketing; and then attempt to provide key observations about the South Asian SMPs by critically reviewing and comparing them with the social marketing success stories of the USA. Important insights are provided on the variations in SMP strategies by the region and type of social issue. The role of partnership is important in making social marketing initiatives in developing countries effective and sustainable by providing support in manufacturing and distributing quality products at an affordable rate and in remote areas. We propose that the ‘Partnership P’ should be given equal importance as the classical four Ps of marketing mix. Moreover, the South Asian initiatives seem to be broader than those of the USA and therefore, perhaps there exist more learning opportunities for scholars from the experiences of South Asian social marketing initiatives. The social marketer should be cognizant of regional dissimilarities in terms of income, location, language, literacy, product requirement and culture, and these may be factored in the design and execution of future social marketing strategies. However, the limited number of case studies may restrict the generalisability of the findings and a further probing may be suggested with better coverage of diverse SMPs.

Copyright © 2012 John Wiley & Sons, Ltd.     

Group-based forecasting?: A social psychological analysis

The potential of group (vs. individual) forecasting is analyzed from the perspective of the social psychology of groups. The social decision scheme theory (SDST) is summarized, and several simulations are presented to demonstrate the dependence of group aggregation accuracy upon factors such as group size, the accuracy and distribution of individual forecasts, and shared representations of the forecasting problem. Many advantages and disadvantages of group aggregation are identified and related to four generic methods of group aggregation (statistical aggregation, prediction markets, the Delphi method, and face-to-face discussion). A number of aspects of forecasting problems are identified which should govern whether or not group forecasting can be relied upon, and if so, what aggregation method should be used.     

Entrepreneur: do social capital and culture matter?

This paper analyzes the effect of the individual perceptions of social capital and culture in entrepreneurial aspirations before and after the economic crisis in Western Europe. Following the approach of the Theory of Planned Behavior (Ajzen in Organizational Behavior and Human Decision Processes, 50, 179–211, 1991), we advance the analysis of the effect of the perception of subjective norms in the entrepreneurial intentions. We studied the Total Early-Stage Entrepreneurial Activity (TEA) of twelve countries in 2006 and 2010. The results reveal that the perception of having social networks is significant for the TEA, and it increases after the economic crisis. However, the cultural factors do not have a significant impact, except the one related with the perception of social equality. The results obtained through the double perspective of this analysis (individual’s social capital vs cultural factor of individualistic perspective) offers a certain dilemma when we try to understand the entrepreneurial intntion through the individual’s perception of subjective norms, following the Ajzen’s model. The more individualist is a person, the lower the weight of its social capital. However, the more a person has access to social networks, the greater his entrepreneurial intention will be. This result opens future lines of research focused on understanding the value of the individual’s social capital for different countries and groups of entrepreneurs.

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Irish trade unions under social partnership: a Faustian bargain?

Since 1987 trade unions have been a key party to social partnership agreements in Ireland. Theoretical and empirical studies of corporatism point to positive outcomes for trade unions such as an increase in union density, ease of recognition, and increased employer support. However, apart from a modest increase in union membership numbers, none of these outcomes were realised. Union density levels have decreased significantly, union recognition is more problematic than ever, and employer opposition appears to have increased in scope and intensity. Decline in union density questions the capacity of unions to remain pivotal actors in the future. During the period of partnership union density in the private sector more than halved. It remains the paradox of partnership.     

Desperate housewives – social and professional isolation of German expatriated spouses

The spouses of expatriates have repeatedly been identified as a major component in the equation for success of international assignments. Their commitment, cooperation and contribution to the emotional, physical and mental well-being of the expats facilitate the successful completion of corporate missions across cultural and national borders. Yet, for spouses to be this positive influence on the expat, several requirements need to be met, such as a chance to maintain a sense of identity and self-worth through the possible continuation of their own careers as well as either the maintenance of old or creation of new social support networks for the duration of the corporate mission. This requires a strategic international human resource management (IHRM) effort of assigning companies that goes beyond the immediate needs of ordinary relocations. This research report answers questions about how traditional global players in Germany deal with these issues. The results draw a rather dark picture as the IHRM strategies of these German corporations display a severe lack of support to find employment either on or after the assignment and show little effort to facilitate the (re-)creation of a social support network. Consequences and future research questions are delineated.     

Formal control and social control in domestic and international buyer–supplier relationships

Focusing on long-term buyer–supplier relationships, this article addresses two questions: (1) What are the antecedents that lead to the adoption of formal control, social control, or both? (2) What is the nature of the relationship between formal control and social control - are they substitutes or complements? We develop a model to investigate the impact of the length of cooperation and institutionalization on the use of control mechanisms. Further, we argue that in China, formal control and social control may be substitutes in domestic buyer–supplier relationships, but they may be complements in international relationships. Survey data collected nationwide with executives in 380 domestic and 200 international buyer–supplier relationships in China are used to test our hypotheses.     

Corporative social responsibilities perceptions: an aproximation through Spanish university students’ values

Examining university students’ values and perceptions of Social Corporative Responsibility (CSR) are one area that could lead to a better understanding of European university students’ behaviour to social initiatives offered by the firms, and the socialization that their academic institutions collaborate to generate in their students. The purpose of this study is to respond the following research questions: (a) what is the university students’ value structure?; (b) what are the perceptions of students about the CSR performance?; (c) how do personal values affect the perceptions of students’ CSR?; And (d) what is the relationship between CSR perception and the background variables? A sample of 1,060 university students from Social Sciences and statistical methods as multidimensional scaling, cluster analysis, and categorical principal component analysis have been used. Through the findings, this paper expects to highlight that the education in values and social responsibility is relevance not only for Society but also for Companies and even more High-Education Institutions.     

‘Breaking the ICE’: workplace democracy in a modernized social Europe

The EU seeks to improve its labour market performance through implementing the Lisbon and European Employment Strategies which encourage the modernization of work organization through the development of partnership with the assistance of an ‘appropriate’ regulatory framework. Key aspects of this latter framework concern workers' rights regarding information, consultation and participation in corporate governance. European labour laws, introduced in the 1970s, sought to strengthen employers' consultation with their workforce and, more recently, the changing economic, technological and organizational environment has returned issues related to workplace democracy to the top of the social policy agenda. Here we evaluate the significance of the new Directive on Information and Consultation with Employees (ICE) within the context of this planned modernization of European social policy. In doing so, we re-examine the historical development of workers' consultation laws in Europe and assess the economic rationale for regulating workplace social dialogue in an enlarged Social Europe.     

A resilient social economy? Insights from the community food sector in the UK

At a time of global economic and environmental crisis, academic and policy debates are re-emphasizing the potential of the social economy in providing an alternative development model that reconnects communities with their resource-base and enhances their ‘resilience’. The goal of this paper is to explore this potential through a focus on the practices and values of those who are concretely involved in the social economy. Based on data collected on five community food enterprises in Oxfordshire, UK, the analysis focuses on the perceptions of social entrepreneurs in relation to the ‘alternativeness’ of the social economy, its potential for expansion and its resilience. The research highlights the capacity of social entrepreneurs to empower local communities through a process of collective mobilization of local resources. Theoretically, this study generates new insights into the nature and meanings of resilience as a process of creation of more self-reliant communities of people, places, tools, skills and knowledge. From a policy and practice perspective, the paper raises the need for regional development strategies that capture the gains of these isolated initiatives, particularly in relation to their innovative capacity to create a shared vision that fosters synergies between local ecological, social and economic resources.     

Struggling with social capital: Pakistani women micro entrepreneurs’ challenges in acquiring resources

Abstract

A crucial aspect of successful venturing is social capital. In contrast to traditional Western-oriented research where social capital is construed positively, we found that in the traditional, patriarchal society of Pakistan, social capital puts high restrictions on women micro entrepreneurs – where social capital prevents or slows venturing efforts. Results also show that although women do get some selective access to resources from family members, they are restricted by limited access to social capital outside of family members. As women entrepreneurs have the potential to play an important role in the development of any society, and especially so in developing countries, based on the insights derived from this qualitative study, we propose suggestions for further research on women micro entrepreneurs in non-Western contexts.     

Person–organization fit and employee outcomes: test of a social exchange model

Data obtained from subordinate–supervisor dyads (N = 314) of a large manufacturing company in South Korea were used to test a moderated mediation model of the processes linking person–organization (P–O) fit and employee work attitudes and behaviors. The results revealed that the influence of P–O fit on work attitudes and behaviors was indirect through perceived social exchange with organization. In addition, the relationship between P–O fit and perceived social exchange with organization was moderated by leader–member exchange (LMX) quality. Specifically, a high-quality LMX enhanced the positive effects of P–O fit on perceived social exchange with organization.     

Understanding IT professionals’ knowledge sharing intention through KMS: a social exchange perspective

Knowledge sharing is the behavior of disseminating acquired knowledge to other members of an organization, and often presents major challenges, because some employees resist sharing their knowledge with others. In this paper, we investigate the knowledge sharing behavioral intention based on social exchange theory (SET). SET emphasizes non-material exchange, and people share their knowledge by weighing the potential benefits and risks of social relationships. The research presented in this study includes various constructs based on SET and social cognitive theory. This study examines the role of social exchange factors (perceived organizational support, organizational trust and reciprocal relationship expectancy) in explaining IT professionals’ knowledge sharing intentions through KMS. Based on a survey of 251 IT professionals in STSP, this study applies structural equation modeling to verify the research model. The results showed that trust, self-efficacy and reciprocal relationship expectancy are significantly associated with knowledge sharing through KMS.     

How do employment relationships enhance firm innovation? The role of human and social capital

Aiming to explore the effect of human resource management on innovation, this study examined how employment relationships (ER), human capital and social capital work together in influencing innovation in a sample of Spanish firms. We defined an indirect effects model in which both human and social capital mediate between ERs and innovation. We also expected that social capital would enhance human capital. Tests on a sample of 160 innovative Spanish firms confirmed that ERs are not directly associated with innovation. Nevertheless, there is an indirect effect of the mutual investment employment model on innovation through human and social capital. Finally, we observed a positive effect of social capital on human capital.     

Social dumping and relocation: is there a case for imposing a social clause?

Public opinion in Europe seems worried about the relocation of production plants toward low wage countries often accused of practicing ‘social dumping’. To reduce the incentives for relocation trade unions proposed the adoption of ‘social clauses’ protecting domestic markets from commodities produced in countries where minimal labor condition are not met. We analyze the effects of the adoption of a social clause in a vertically differentiated Bertrand duopoly. We assess how such a policy affects firms’ relocation decisions in order to be able to assess its welfare implications. We also characterize the optimal social clause policy, both under domestic welfare maximization, and from an efficiency point of view. While we show that a social clause policy cannot be dismissed on domestic (or world) welfare grounds, its case is weaker the higher is the domestic wage and the lower is the foreign wage.     

Missing a strategic marketing trick? The use of online social networks by UK charities

• This paper explores the use of online social networks in the charity sector. Twelve major UK charities from a range of sectors and three digital marketing agencies were selected to provide rich interview data on the current adoption of online social networks by UK charities. The empirical findings illustrate the diverse drivers in adopting online social networks including regaining control of a brand, external pressures and gaining new audiences. Levels of usage differed significantly and the resistors consistently cited were the lack of skills and resources. The strategic marketing implications for the development of online social networks are also outlined for the UK charity market. The value provided by this paper stems from exploring the organisational perspective rather than the consumer experience of contributing to social networks, within a context which is often overlooked, the charity sector.

Copyright © 2012 John Wiley & Sons, Ltd.     

National minorities and their representation in social surveys: which practices make a difference?

This paper presents a systematic study of survey mechanisms that produce or reduce minority bias in social surveys. It extends the work of Lipps et al. (2011) who have demonstrated that, in the Swiss context, the more an ethno-national minority community differs, socio-culturally and socio-economically, from the national majority, the less it is likely to be represented in its proper proportion in the major national surveys. Minority bias furthermore has a vertical dimension: socio-economic bias against individuals from the most deprived backgrounds becomes extreme within ethno-national minority communities. Using data from the Swiss Labour Force Survey, the Swiss Household Panel, and the Swiss sample of the European Social Survey, in the present work we empirically assess the impact of three types of survey practices on minority bias: (1) strategies to increase overall response rates of the whole population indiscriminately from its minority status, (2) the use of pre- and post-stratification measures that take into account the overall share of foreigners in the national population, and (3) the conduct of interviews in a wider range of languages, in order to facilitate survey response among certain (linguistic) minorities. Our findings show that efforts to increase overall response rates can, paradoxically, create even more minority bias. On the other hand, they suggest that a combination of stratified sampling and a wider range of survey languages can have a positive effect in reducing survey bias, both between and within national categories. We conclude that measures that take into account and adapt to the social and cultural heterogeneity of surveyed populations do make a difference, whereas additional efforts that only replicate existing routine practices can be counter-productive.     

Influence of social network structure on entrepreneurship participation—A study of 20 national cultures

By investigating differences in social networks among entrepreneurs in 20 cultures, this paper contributes to the debate on whether there is universality in the process of entrepreneurial networking. Representative samples of entrepreneurs were identified in the same manner in 20 countries from 2000 to 2004 (N = 304,560). The sampling methodologies and the questions asked were similar across all countries. Logistic regression was used to test for significant regional interaction effects involving personally knowing an entrepreneur. Results are contrary to the existence of any mono-dimensional form of networking practice but do strongly support the existence of both variform universality (culture moderates the importance of networking) and functional universality (cultural similarities in networking practice exist).     

Do European trade unions foster social solidarity? Evidence from multilevel data in 18 countries

Trade unions have been analysed quantitatively primarily in their role as vested interest organisations, attempting to quantify the excludable benefits they provide to members rather than examine their wider impact in an institutional context. Power resource theory acknowledges unions as social agents but assumes the willingness to oppose neoliberalism is constant, limited only by scarce power resources. Whilst true in general terms, this fails to explain trends of increasing labour market dualism in resource‐rich industrial relations regimes. This article examines social solidarity as a union power resource, measuring the impact of trade union membership on social attitudes of solidarity. Data were collected from the 2016 European Social Survey for 18 countries, grouped into five distinct industrial relations regimes. The findings suggest that, at European level, union membership still has a significant effect on all dimensions of social solidarity, but these relationships vary significantly across industrial relations regimes.     

Is your open-innovation successful? The mediating role of a firm's organizational and social context

Open firms are not equally successful. This is because, in order to benefit from external sources of knowledge, firms must be able to absorb such knowledge. The paper outlines a firm's context as a set of organizational and social features, which may be considered absorptive capacity antecedents. It explores the mediating role of such antecedents in the relationship – hitherto insufficiently researched – between the degree of openness and innovative performance. The use of a methodology combining both direct interviews and survey of Italian firms has allowed us to confirm the supposed mediating role. We also identify different modes for companies to open up their innovation process and, for each of them, the antecedents that are consistent with choices regarding the degree of openness.