Marketing social missions—adopting social marketing for social entrepreneurship? A conceptual analysis and case study

• In aiming for voluntary behavioral change, social marketing may be particularly attractive for social entrepreneurs, but conversely, they may not have the resources or knowledge for conducting full-blown social marketing campaigns. In response to the growing importance and role of social entrepreneurship in tackling social problems and the lack of research concerning how social marketing may play a role in such organizations, the purpose of this paper is to develop a deeper conceptual understanding of how social marketing may be of use to social entrepreneurial organizations. The research reports on a case analysis of One Drop and its Aqua expo and the utilization of social marketing in pursuit of its goal to achieve water conservation in the Northern Hemisphere. The research shows the adoption of elements of social marketing but not a conscious adoption of social marketing as a strategy.

Copyright © 2012 John Wiley & Sons, Ltd.     

Border is better than distance? Contagious corruption in one belt one road economies

Quality & Quantity - Employing data of one belt one road (OBOR) countries from 2002 to 2013, this study compares the contagious corruption difference between geographic border and distance...     

Can you market God? A case study of the ‘God Speaks’ social marketing campaign

• Public service campaigns, spanning more than 60 years and thousands of mass media advertisements, have asked individuals to take actions such as “Say No to Drugs” and “Keep America Beautiful,” as well as to support various nonprofit organizations. A case study of the “God Speaks” religious social marketing campaign is offered as an example of a non-traditional campaign that provides insights for future endeavors. Although the campaign, which began as a local paid media effort, appeared to have little measurable impact on attitudes and behavior, it was able to generate extensive non-paid media coverage that greatly increased its reach.

Copyright © 2010 John Wiley & Sons, Ltd.     

Dead cert or long shot: the utility of social marketing in tackling problem gambling in the UK?

• Social marketing has grown from a fledgling discipline to one recognised as an established means of eliciting behaviour change. Concomitant with the maturation of social marketing has been an increasing focus on expansion into new and untapped areas for behaviour change. This paper examines the utility of applying social marketing to problem gambling in the UK by briefly detailing the development of social marketing and evidence of its effectiveness with traditional public health issues, and its applicability with emerging areas; outlining the situation in the UK regards problem gambling, and why this represents such a fertile testing ground for social marketers and proposing a broad agenda highlighting the potential applications of social marketing in relation to problem gambling, whilst considering the challenges that could encumber the effectiveness of such interventions.

Copyright © 2008 John Wiley & Sons, Ltd.     

A survey on institutions and new firm entry: How and why do entry rates differ in emerging markets?

This paper considers the impact of institutions on new firm entry in emerging markets. In particular, it surveys the findings of a 2-year research project on the sources of success in terms of entry rates and conditions (including gross entry rates, exit rates and therefore net entry rates) across the BRIC countries (Brazil, Russia, India, China). These emerging market economies display widely varying entry and exit rates and a framework is developed to capture the interaction between key aspects of formal institutions, how those institutions play out in practice, and their impact on entry and exit rates. The country case studies reveal that, whilst different contingencies affect the relationships between institutions and entry in each country, there are some empirical regularities in the determinants of successful entry and conversely in its constraints. One such regularity is the critical interaction between formal rules and informal mechanisms. There is also variation in whether these works so as to compensate for deficiencies in formal institutions, as in China and India, or whether deficiencies in formal mechanisms are compounded by poor informal mechanisms, as is sometimes true in Brazil. Indeed, relatively good formal rules and structures can be undermined by informal mechanisms deterring or blocking entry, as is largely the case in Russia.     

Can the theory of planned behaviour explain walking to and from school among Australian children? A social marketing formative research study

Evidence indicates that lower levels of obesity among school‐age children can be achieved through active travel to school. This research aimed to investigate the explanatory potential of constructs in the theory of planned behaviour for carers' decisions about their children's walking to and from school. The data from two online surveys of 1,076 carers in 2 Australian states showed that the theory of planned behaviour explained 35.7% of the variance in walking to and from school. The results indicate that higher perceived behavioural control, social norms, and intentions among carers are associated with higher incidence of walking to and from school by children in Australia. Limitations of the current study and future research directions are outlined.     

Sacred alliance or pact with the devil? How and why social enterprises collaborate with mainstream businesses in the fair trade sector*

Abstract

This paper uses institutional theory to highlight different patterns of cross-sector collaboration from the perspective of social enterprises. Specifically, it explores how and why social enterprises interact with mainstream businesses and to what extent their collaboration patterns reflect a vision of how their social mission should be implemented and institutionalized. The empirical analysis is derived from a qualitative study of ‘fair trade’ – a hybrid model created by social enterprises and using market mechanisms to support small-scale producers in developing countries and to advocate for changes in international trading practices. The findings highlight three strategies used by fair trade social enterprises to manage their interactions with mainstream businesses: sector solidarity, selective engagement, and active appropriation. This paper suggests that each strategy is motivated by a different vision of how best to articulate the social mission of fair trade via specific types of collaborations. It also notes how each vision has a distinct pattern of institutionalization at the field level. This paper adds to the emergent literatures on social enterprise and social entrepreneurship, fair trade, cross-sector collaboration and hybrid organizing.     

Work performance: is it one thing or many things? The multidimensionality of performance in a Middle Eastern context

This paper aims at exploring the multidimensional nature of performance in a Middle Eastern country. Using eighteen-item scales, 1,000 employees from twenty industrial firms were surveyed, representing the three managerial levels, i.e. top, middle and bottom management. Both self-performance ratings (SPR) and immediatesupervisor-performance ratings (ISPR) were used to examine the dimensionality of performance. The study results revealed that performance is a multifaceted concept, and that it comprises five factors. Both SPR and ISPR were found to be multidimensional constructs. The implications of the results for both researchers and practitioners are also discussed in the paper.     

Smart money or dumb money? A study on the selection ability of mutual fund investors in China

We examine investors’ mutual fund selection ability in China. Using actively managed equity mutual funds between 2005 and 2011, we find that Chinese investors generally have no mutual fund selection ability, a result contrary to the smart money effect in the United States. We show that mutual funds that receive more new money subsequently underperform significantly. The findings are robust to several risk-adjusted performance measures. The unique data of China provide separate accounts of institutional and individual investors’ new money flowing into and out of mutual funds, allowing us to examine the mutual fund selection ability of institutional and individual investors. We document that institutional investors exhibit a smart money effect, that is, they are able to move new money into (out of) future good (poor) performers. In contrast, individual investors exhibit a dumb money effect. Our results provide useful information for regulators to review their rules, especially for the protection of individual investors regarding mutual fund investing in China. In addition, we show that it is useful to distinguish institutional and individual investors in mutual fund research.