Market testing of a major cassava flour product in the Accra metropolitan area*

The current study analyses consumer judgements about some existing as well as newly introduced brands of a processed cassava food product (fufu flour) by means of market testing. Except for colour, the respondents’ evaluation of the sensory attributes of the various fufu flours that they have consumed did not have much significant differences. Also, no significant differences in sensory attributes were identified when the fufu flour brands were compared with traditional fufu, except for hand‐feel, smoothness and elasticity. In addition, no significant differences were observed in the prices of the various fufu flour brands in comparison with the equivalent price of traditional fufu. The study finds diversification of the marketing outlet for fufu flour as a major factor that could contribute to improving the awareness of the product.     

The impact of family life on work efficiency: a study of employed women from different occupational statuses in a metropolitan area in Turkey

The objective of this research was to investigate the family life of employed women from different occupational statuses (white collar, blue collar and professionals) on their work efficiency. The data were obtained from a survey of 300 randomly selected women who work in various offices, universities and factories in Ankara. The findings suggest that women in better conditions (high education, profession, etc.) experienced less negative spillover.     

Customer experience in the B2B area: The impact of age-related impressions

Services are dyadic experiences and many of these experiences require personal relationships for service provision. The co-acting parties' early impressions shape their unique expectations regarding, for example, appearance, behavior, and age. In a business-to-business (B2B) context, for example, younger employees might create a favorable impression in design-related tasks, while older employees might create a favorable impression in engineering tasks. The business partner subsequently contemplates the impression made by the individual's age (hereafter referred to as age impression) and ascribes certain competences to the individual.This paper emphasizes the role of the others' age impressions in a working context. More specifically, a qualitative study's results highlight the impact of age impressions on service expectations and perceptions. The results identify several dimensions of age impressions that allow for adapting service personnel to a B2B context. This paper fills a void in the age-related marketing literature because it focuses on the others' age impression rather than the individual's perception. The paper also contributes to recent customer experience (CX) literature, as it emphasizes the context factors' role in the service encounter. Furthermore, this paper is one of the rare CX studies in a B2B context and enriches research in the CX's adaptability in such contexts.     

Opening the black box of entrepreneurship: The Italian case in a historical perspective

This paper critically examines the discourse surrounding fair trade mainstreaming, and discusses the potential avenues for the future of the social movement. The authors have a unique insight into the fair trade market having a combined experience of over 30 years in practice and 15 as fair trade scholars. The paper highlights a number of benefits of mainstreaming, not least the continued growth of the global fair trade market (tipped to top $7bn in 2012). However, the paper also highlights the negative consequences of mainstreaming on the long-term viability of fair trade as a credible ethical standard.     

The influence of social capital through social media: a study of the creation of value in shopping behaviour

When consumers access information from groups through social network sites (SNSs), they develop social capital in the form of bonding and bridging ties with these groups. The purpose of this study is to investigate the influence of these bonding and bridging behaviours on consumers’ use of the social network information (SNI) gained from SNSs in their purchasing decisions. The study integrates constructs from the Technology Acceptance Model and the concept of flow to examine how these behaviours influence consumers’ perceptions of how useful the SNI is, of how easy the SNI is to use, and how they engage with SNI. The study utilizes structural equation modelling to examine questionnaire data from a random sample of social network users. The findings demonstrate that bonding and bridging ties influence consumers’ perceptions of the usefulness and ease of use of the information provided by SNSs, and therefore influence their use of the information when making shopping decisions. In addition, consumers who access SNI through bonding ties are likely to have flow experiences which further contribute to their use of the information. This study makes a theoretical contribution by expanding knowledge of the social capital influences on consumers’ perceptions of the value of the social media shopping experience.     

Gaining legitimacy through hiring local workforce at a premium: The case of MNEs in the United Arab Emirates

This study examines the process and outcomes of cultivating external legitimacy through the employment of host country nationals by multinational enterprises’ (MNEs) affiliates in the United Arab Emirates. It builds on the literatures of both institutional theory and legitimacy. Analysis of data obtained from 48 managers of MNE's affiliates located in the UAE shows that in sectors where the employment of host country nationals is almost taken for granted such as in banking, MNEs are driven by a sense of appropriateness and social legitimacy. In contrast, in sectors where the employment level of UAE nationals is almost nonexistent, those MNEs engaging in localization are driven by the logic of economic efficiency and tend to employ nationals in order to extract rent from the government. The authors discuss the results and their managerial and policy implications.