Uneasy Alliances: Lessons Learned from Partnerships Between Businesses and NGOs in the context of CSR

Interest in Corporate Social Responsibility (CSR) has proliferated in academic and business circles alike. In the context of CSR, the spotlight has traditionally focused on the role of the private sector particularly in view of its wealth and global reach. Other actors have recently begun to assume more visible roles in the context of CSR, including Non-governmental organizations (NGOs) which have acquired increasing prominence on the socio-economic landscape. This article examines five partnerships between businesses and NGOs in a developing country context that fall in the realm of CSR. The article starts with a literature review, delineating foundational underpinnings that have to be carefully designed and crafted to promote the success of collaborative ventures. An empirical study of five selected partnerships between businesses and NGOs in Lebanon is then presented, allowing to derive interesting insights into types of existing alliances, their relational characteristics as well as salient factors considered most determinant of success or failure in this regard.     

Small Service Businesses: Advertising Attitudes and The Use of Digital and Social Media Marketing

Advertising is embraced by companies as a means of building awareness, sales, and customer loyalty. However, in recent years advertising has changed. Digital marketing and social media marketing have gained a greater prominence (Lamberton & Stephen, 2016 Lamberton, C., Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(November), 146–172. https://doi.org/10.1509/jm.15.0415.[Crossref], [Web of Science ®] [Google Scholar]). While megabrands spend millions of dollars on advertising, small businesses often view advertising as an expense rather than a means of generating revenue. Small service business owners are often skeptical of the value of digital marketing and social media. This study examines various digital and social media channels that can be utilized to grow their business.     

Partnerships Between Businesses and NGOs in the Field of Corporate Social Responsibility: A Model of Success From the Perspective of Relationship Marketing

Social alliances have become a mechanism that businesses and nongovernmental organizations (NGOs) have adopted in order to work together to address complex social problems that neither sector alone has the knowledge and resources needed to deal with appropriately. In combining the 2 different perspectives, these partnerships can create mutual value. Many such alliances have, however, been unsuccessful. The present work focuses on designing a theoretical model of successful partnerships between businesses and NGOs constructed within the perspective of relationship marketing—a theory that is found to be well suited to setting up and maintaining successful, long-term, relational exchanges.     

Cause-Related Marketing: Keys to Successful Relationships with Corporate Sponsors and Their Customers

SUMMARY

An increasingly popular method for nonprofits to raise awareness, educate the public, and receive financial support from corporations is through cause-related marketing. The distinctive feature of cause-related marketing is the corporate sponsor's contribution to a designated cause being tied to customers' participating in revenue-producing transactions with the sponsor. The sponsor benefits from favorable publicity and increased sales. This article discusses factors contributing to the potential success of a cause-related marketing campaign: the sponsor's product quality, fair pricing, and customer traits; the nonprofit's and the sponsor's reputation, shared values, good communication, and commitment; a well-planned and executed campaign, and specific terms that protect both party's assets and clearly outline each party's responsibilities.     

Public Marketing in the Relationship Between Public Administration and External Environment

No abstract available for this article.     

A Study on the Effect of Cause-Related Marketing on the Attitude Towards the Brand: The Case of Pepsi in Spain

SUMMARY

CRM is an effective tool for differentiating brands and for obtaining emotional positioning among consumers. However, an utilitarian use of this tool might be counteractive. This research aims to better understand the effect of CRM on attitude towards the brand. For this purpose, Pepsi's CRM campaigns in Spain have been analyzed. Results show that, unexpectedly, CRM campaigns might lead to adverse effects as a result of the mercantilist abuse of the concept of solidarity.     

网络营销策略:消费者行为黑箱与客户满意度

电子商务的快速发展给网络营销提供了商业平台,同时也要求网络营销采取面向客户关系、网络营销成本与风险管理以及提升客户满意度等方面的营销策略。在分析网络营销特性基础上,通过对消费者行为模式和购买过程以及消费者行为黑箱分析,提出了相应网络营销策略。最后指出,网络营销应结合传统营销策略、虚实结合、差异营销,“一对一”客户交流等措施,以提升网络客户满意度。     

Small but Sincere: How Firm Size and Gratitude Determine the Effectiveness of Cause Marketing Campaigns

Cause-Marketing (CM) has gained momentum in recent years, both in marketing research and practice. However, while CM aims to influence consumers on an emotional or affective level, research into the emotional and affective response to CM campaigns is scarce. The current research fills this void by showing that a CM campaign is a win–win–win strategy. Though the tangible benefits of CM campaigns go to the firm and the philanthropic cause, our perspective is novel by arguing that the consumer benefits as well, albeit intangibly; CM campaigns provide an opportunity to do good, and hence induce feelings of gratitude in consumers. However, this effect depends on several contingencies. In particular, consumers perceive greater effort by small firms, relative to large firms, that engage in CM campaigns, leading them to assess the underlying motives as more sincere and then experience stronger feelings of gratitude for the opportunity to donate. Four experiments confirm this greater CM effectiveness for small compared with large firms. In turn, this study offers substantive contributions for both marketing research and practice: It proposes a cost-effective strategy for enhancing CM effectiveness, and specifies concrete strategies for both small and large companies.     

Web Marketing: Has the Distinction Between Products and Services Become Obsolete?

The marketing literature makes a distinction between products and services. We argue that, in the Internet, the characteristic features of services disappear making services more like products. Is it therefore necessary or even possible to differentiate products from services on the Internet? In this paper we review the basic assumptions about services. We show that these assumptions are no longer valid in Web-based marketing. We review the traditional service model and show that it is no longer sufficient for modeling electronic services. We propose an expanded model, the electronic marketing model, which does not necessitate the distinction between products and services. Instead, the model prompts managers to focus on the key player—the customer.     

Understanding the New Potato Futures Contract and Its Implications for Marketing

ABSTRACT

This paper provides an economic interpretation of the prices for the recently introduced potato futures contract trading on the New York Cotton Exchange, based on a review of economic literature. Potatoes differ from other commodities traded on futures markets, because they are stored from one crop year to the next. Harvest contract prices are expected to be similiar each year when first introduced for trading, but become more variable as specific supply and demand information for that year becomes available. Spreads across crop years will be much less correlated than spreads within a crop year. Inverse carrying charges are not expected within the crop year.     

Marketing and public relations: the relationship revisited

This paper reviews the debate within both the marketing and public relations literatures concerning the relationship between the disciplines of marketing and public relations. The paper considers the arguments advanced in the marketing literature, in particular, for a growing convergence between these two disciplines and examines the recent emergence of the concept of'marketing public relations'. Here the paper takes as one starting point an article which identified a number of possible schematic representations of the relationship between the marketing and public relations functions and argues the case for a model of increasing convergence between them.The paper goes on to consider the more recent development of ‘marketing public relations', examining the arguments advanced. The paper argues that from a public relations perspective, the concept of marketing public relations can be seen as an attempt by marketers to ‘hijack’ public relations, incorporating it as an extra element within the promotional mix in order to inform, persuade or remind existing and prospective customers of product or company benefits. It is argued that what some marketers have termed marketing public relations may be no more than the publicity element of public relations practice under a new guise — one perhaps more acceptable than publicity in the societally orientated firms of today. The paper explores two distinct schools of thought — re-examining the relationship between marketing and public relations from both perspectives. The paper suggests that the uneasy symbiosis between these two functions in practice, reflects to a large degree the ambiguity surrounding the relationship between these concepts within much of the literature.     

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.     

Attitudes Toward Consumer and Business Ethics Among Canadian and New Zealand Business Students: An Assessment of 28 Scenarios

Recent initiatives in business curricula have included emphases on global business and ethics. This paper combines these issues by comparing the ethical predisposition of business students in New Zealand with their Canadian counterparts. A sample of 360 students indicated that students in both countries generally hold high expectations for the behaviour of both business and consumers. Of the 28 scenarios evaluated, five exhibited significant differences between the two groups. In four cases, students from New Zealand expressed less tolerance for the questionable business practices, and in the other one the situation was reversed. Despite the relative congruence of attitudes exhibited by the students of the two countries, the fact that differences do exist is testimony to the increased risk inherent to international business.     

Strategy and Structure in Information-Intensive Markets: The Relationship Between Marketing and IT

This paper discusses the relationship between the traditionalfunctions of Marketing and Information Technology (IT) from theperspective of the emerging information-intensive marketsthat characterize the environment faced by most modern organizations.First, a conceptual framework is presented for understandingthe range of information-intensive strategies (built aroundexploiting the Customer Information File as the key corporateasset) that are increasingly the determinants of competitivesuccess. Next, the appropriate organizational structure to supportthese strategies is proposed—one in which the historicalseparation between marketing and IT is abandoned in favor ofa new structure organized around a core set of information-processingactivities. Finally, the characteristics of this new organizationare described—in particular its role as a market-drivenlearning organization and, increasingly, as a living, biologicalorganism.     

Subverting sustainability: market maintenance work and the reproduction of corporate irresponsibility

ABSTRACT

While marketing’s potential to foster environmental sustainability has been acknowledged in sustainability marketing thinking, we still know little about the forms of organisational conduct through which sustainability recurrently fails to gain traction as a serious agenda in markets. Drawing on recent discussions on corporate irresponsibility and institutional work in markets, this article employs a discourse analysis to examine marketing managers’ strategies to legitimise food waste generation in the organisation of retail. The study highlights three interlinked strategies of institutional work for the subversion of sustainability and thus the reproduction of unsustainable excess production and consumption: the framing of environmental responsibility as risk, cost and consumer choice.     

Overcoming Consumer Skepticism in Cause-Related Marketing: The Effects of Corporate Social Responsibility and Donation Size Claim Objectivity

Even though cause-related marketing has become an increasingly popular marketing tool, consumers have become skeptical about this strategy. Consumer skepticism is likely to lower the acceptance of advertising claims. The current study investigates how marketers might minimize consumer skepticism by varying the level of perceived corporate social responsibility and the level of claim objectivity regarding donation size. The results indicated that consumers were more likely to disbelieve the ad claim when the advertiser was perceived to be socially irresponsible than responsible. In addition, consumers were more likely to disbelieve the ad claim when the donation size was stated subjectively than objectively.     

Testing a Model of Behavioral Intentions in the Republic of Macedonia: Differences Between the Private and the Public Sectors

In this study, we developed a model of unethical behavior intentions, collected data from managers of the private (n = 208) and the public (n = 307) sectors in the Republic of Macedonia, and tested our model across these two sectors. Results suggested that for both sectors, unethical behavior intentions were not related to the love of money and corporate ethical values, whereas irritation was negatively related to life satisfaction. Moreover, corporate ethical values were related to life satisfaction for the private sector only, whereas the love of money and unethical behavior intentions were related to irritation for the public sector only. Managers in the private sector had higher corporate ethical values, lower unethical behavior intentions, lower irritation, and higher life satisfaction than those in the public sector. There was no difference in the love of money. There were more bad apples in the public sector (34.85%) than in the private sector (23.56%). The strongest factor of unethical behavior intentions in the private and the public sectors␣was theft and corruption, respectively. Finally, for the culture-free (etic) model, the love of money was positively related to irritation. Corporate ethical values had a positive “double-whammy” effect: reducing irritation and enhancing life satisfaction. Unethical behavior intentions were positively related to irritation (a mediator), which was negatively related to life satisfaction. Our theory provides new insights regarding doing business in the Republic of Macedonia.

Action at the exhibit face: video and the analysis of social interaction in museums and galleries

ABSTRACT

Whilst we can observe a considerable increase in importance of arts and museum marketing, research of people’s engagement with art in exhibitions is relatively rare. This neglect of people’s action and interaction in exhibitions is somewhat surprising considering that it is in exhibitions where museums are in direct contact with their audience. This article begins with a review of the emergence of video-based research in the social sciences before turning to the use of video for the study of visitor behaviour in exhibitions. It contributes to recent debates on experiential and sensory marketing by examining three video-recorded fragments of interactions at exhibits in museums. The analysis of the fragments suggests that people’s experience of exhibits arises in social interaction with others. The article ends with a discussion of the theoretical and methodological contribution of video-based research in museums and of implications of such research for those involved in the management and design of museums and other experiential environments.     

International Marketing Channels for Brazilian Beef: Comparison between Russia and the United Kingdom

This article compares the Russian and British marketing channels for Brazilian beef distribution. The results show that the framework hereby developed aids understanding of the differences and the reasons for the organizational form of these channels. The findings also show that there is a difference in the way these channels are organized to seek efficiency in their business transactions. Institutional environment attributes are able to influence the distinction between channels in terms of transaction efficiency.     

Towards cscw: Metalevel environments for enhanced group and organization effectiveness

The article deals with Computer‐Supported Cooperative Work (CSCW) and its valuable contributions to organizing cooperation and joint work among partners in many contexts. In the field of CSCW, complex issues such as coordination and negotiation can be identified as being characteristic, fundamental and important research topics that have to be elaborated on urgently. Better support in coordination and in negotiation, and a stronger use of knowledge about people involved, roles, positions, values, strategies, and activities seem to be important topics. It is the view of this article that such aims can only be achieved if there is a close coupling of CSCW components with a powerful underlying corporate information system. In order to achieve these aims, enterprise information systems and group support are to be combined as a strategic way into the informational future of the enterprise. In this context, a good conceptual model and proper implementation of an Enterprise Data Model (EDM) are a fundamental prerequisite for full group support in an organizational environment. The EDM can be considered as a basic support repository for general planning processes. The article introduces an architectual concept for Computer‐Supported Collaborative Systems (CSCS) consisting of a three‐level system architecture of a basic object level, user and coordination object level, and a specific goal‐oriented object level. The approach in this article is based on experiences from the application field of distributed software development.