Fashion creation and diffusion: The institution of marketing

Abstract

In scholarly discussions, marketing tends to be imagined and (re)presented as a practice of organisations, involving a set of activities, whereby consumer desires are discovered and provided for through two-way communication. By studying the creation and diffusion of fashion, we observe that marketing is not simply a mechanism or set of activities but an institution of modern society that involves all social elements together with consumers and marketing organisations. Through a qualitative inquiry with both consumers and producers, we illustrate how these different elements exercise their roles and responsibilities for marketing to work as an institution. By this illustration, we also provide a perspective on how trickle-up, trickle-across, and trickle-down diffusions are simultaneously operative in fashion. Finally, we articulate the implications of recognising marketing as an institution that will help marketing scholars and practitioners in reorganising and re-strategising their purpose and role in society as modernity evolves.     

Economic Crisis and its Impact on Promotion and Media in Cyprus

ABSTRACT

The economic crisis has redounded sharply upon marketing communications and media vehicles in Cyprus. In recession periods, communication and marketing budgets can contract while companies seek to obtain the best communication outcomes with more limited resources, both the size and the distribution of the communication mix can alter rapidly. This qualitative paper reveals that Cypriot advertising agencies now place greater emphasis upon marketing public relations (MPR) as it is perceived to be cost effective and efficient in achieving campaign objectives. The empirical data also indicates a shift towards the use of internet marketing and social media as more and more businesses are realizing the importance of consumer generated marketing and word-of-mouth/mouse marketing (WOMm).     

Avow or Avoid?

Abstract

Sixteen press releases from Enron and 16 releases from WorldCom representing the first three months of each organization's financial crises were gathered from the organization's web sites. The goal of this study was to determine whether the dominant public communication tactic of these companies was to avow or promote frankness, a traditional public relations stance, or to avoid or be evasive, a traditional legal stance. The releases were compared with 47 published accounts of the unfolding financial crises to determine whether the organizational messages remained intact. The findings show no dominant communication strategy in either company. Both professed openness but engaged in blame shifting. The combined message strategy suggests cooperation between legal and public relations counsel. The messages of both organizations were successfully transmitted via the mass media but were tempered by solid reporting. These findings suggest additional evidence that legal and public relations crisis communication strategies are starting to blur.     

Brand resurrection in an emerging economy

Abstract

Ramesh, the proprietor of Amalya Dairy Pvt Ltd, looks at the recommendations given by the market research firm for rebuilding the brand image after a major brand crisis. After Amalya Dairy suffered a huge loss recently, Ramesh is now being careful about spending the company funds. A 60-year-old and a late adopter of technology, he is not very comfortable with the suggestion of having a public relations manager represent his brand on social media. At the same time, he recalls the recent setback his brand image took due to the lightning speed at which the latest communication channels operate. He looks at the report and the recommendations given by the market research firm one more time, in order to make the final decision regarding the company’s integrated marketing communication plan.     

Impact of International Business Education on Ethnocentricity

Abstract

As evidenced by recent surveys of American managers, there is a serious shortage of qualified candidates on the US job market. This shortage is most evident in two specialization areas: high-technology knowledge workers and internationally competent managers. Indeed, American companies rate lack of qualified high-technology personnel as their number one reason for slower than desired business expansion. The other less glamorized, yet serious shortcoming of the American educational system is its inadequate training of cross-culturally competent workers for this truly global post-industrial era. In response to this human resources crisis, realizing that “the future economic welfare of the US will depend substantially on increasing international skills in the business community,” the United States Department of Education began an active campaign of promoting international education and research in several major American universities in the late 1980s. Since 1988, nearly 40 universities have been awarded tens of millions of dollars to engage in such activities as developing formal international business curricula, offering foreign language courses, promoting internationally-oriented research, provoking international education and research dialogues among the faculty, exchange programs between American and foreign universities for students and the faculty and similar activities. This research is a first attempt in evaluating the impact of one such program on the internationalization level of American students. It will be shown that the international education program at one major American university has successfully produced a cadre of more global and less ethnocentric workforce for American corporations.     

OECD Export Credit Agencies: Supplementing Short-Term Export Credit Insurance during the 2008 Financial Crisis

ABSTRACT

The 2008 financial crisis impacted international trade in part due to decreases in trade finance and export credit insurance. This article shows that Organization for Economic Cooperation and Development (OECD) member states used their public Export Credit Agencies (ECAs) to supplement the lack of private short-term export credit insurance as a means to increase trade. All OECD states, except Greece and Estonia, either increased the capacity of their ECAs to provide short-term export credit insurance, or they developed new products for this purpose. More generally, states that changed their short-term export credit insurance programs had major trading partners with defaults.     

Measuring Consumer Sensitivity to Corporate Social Performance Across Cultures

ABSTRACT

In the context of a severe economic crisis, the objective of this research is to examine to what extent the economic crisis and austerity's measures have generated new marketing strategies in food companies. We develop a comparative analysis though multivariate analysis of variance, consisting of 10 food product categories across eight European countries, distinguishing between countries that needed financial support—the so-called rescued countries—and the countries with better economic development. Our findings show an increasingly trend toward increasing product prices and price per quantity in the rescued countries, along with an increase in the package content. Our findings suggest that food companies have been raising prices through the recession, as consumers continue to pare their spending and demand.     

Managerial Success Factors

Abstract

This article reports on an exploratory study conducted in the People's Republic of China (PRC) to identify the managerial success factors perceived by Chinese managers to be important in their market economy. The study also looked at how these factors are exhibited by recent graduates of Chinese universities now working in Chinese firms. Questionnaire responses were collected from managers in 113 Chinese state-owned exnterprises (SOEs) and private firms. Managers in both types of firms agreed on the relative importance and presence of the following factors: work habits, teamwork, creativity, ethics, communication, leadership, and business area knolwedge. Respondents gave higher ratings to the importance of each factor than to its presence in the recently hired gradutes. The results of this study provide a management profile of knowledge, skills, and abilities considered desirable by Chinese managers for today's market economy in the People's Republic of China. The identification of gaps between importance ratings and presence ratings provides valuable insight into changes that should be considered by educators in the design of business area currucula in Chinese universities.     

Towards the Latin American Regiocentric Corporation

Abstract

Globalization and regionalism are emerging with force in Latin America and a new breed of Latin American corporations is making its mark in response to this new reality. These corporations are exploiting technology, low costs, and their in-depth understanding of the region's intricate cultural fabric to compete with global firms and become regional players in niches neglected by these powerful rivals. Using the integration-responsiveness framework, this paper describes the evolution and characteristics of regional strategies in selected Latin American companies and speculates on the potential reversal of these strategies as Latin American economies attempt to insulate themselves from the recent international financial crisis.     

基于扎根理论的科技人才流动阻滞因素及作用机理研究——以企业与高校科技人才双向流动为例

科技人才的自由流动是其充分发挥作用的基础和前提.企业是科技创新的主阵地,高校是科技人才的聚集地,因此,促进企业与高校科技人才双向流动有利于充分发挥产学研战略联盟的作用,实现企业与高校的共赢.当前科技人才在企业与高校间流动并不顺畅,本文通过对27位科技人才的深度访谈,运用扎根理论探索阻滞企业与高校科技人才双向流动的相关因素及作用机理.研究发现:传统保守观念、负向心理情境、岗位考评差异、潜在流动成本这四类因素对企业与高校科技人才的双向流动存在显著的阻滞作用.在此基础上,本文构建企业与高校科技人才双向流动的阻滞因素模型,旨在为企业与高校科技人才在科技创新体系中合理流动提供参考与借鉴.     

Assessing the Impact of Rice Import Quota Policy on the Malaysian Rice Sector

ABSTRACT

After the food crisis in 2008, the Malaysian government reintroduced their efforts to reach rice self-sufficiency and to stabilize domestic prices by using a rice import quota of 700,000 tons per year. Though with the emergence of trade liberalization and regional agreements, Malaysian government interventions should be limited. Therefore, this article attempts to assess the impact of removing the rice import quota on the rice sector in Malaysia using a system dynamics model. The simulated results showed that due to developing rice-based industry in Malaysia and its effects on the rice market situation, the rice import quota might have a negative impact on increasing farmers’ income, more affordable prices for consumers, and diversification of food in Malaysia.     

An Identification-Based Model of Supplier-Retailer Communication

ABSTRACT

The theoretical basis of the current thinking on supplier-retailer communication is refined and an alternative model is offered and empirically tested. It is argued and empirically demonstrated that identification is an important mediator in bringing about relational outcomes in a supplier-retailer relationship. Specifically, collaborative communication (higher rather than lower frequency, informality, bidirectionality, and indirectness of communication) from the suppliers is found to be positively related to their coordination with the retailers directly and indirectly through identification, trust, and commitment.     

Comment on “Speculations on the Future of Advertising Research”

Abstract

David Stewart's “Speculations…” are based on the existence of a crisis in advertising. This comment takes a contrary position, premised on the derived and cyclical nature of advertising demand.     

Deconstructing the meerkat: fabular anthropomorphism,popular culture,and the market

Abstract

In this paper we attempt to create an understanding of fabular anthropomorphism of particular relevance to marketing communication. Through an examination of the religious, anthropological, rhetorical and marketing literature on personification and anthropomorphism we arrive at six principles that characterise the use of animals as symbols in instructional storytelling. We then examine the applicability of these principles by investigating the way in which meerkats have recently been used in popular culture and marketing communication. We find that our proposed definition of a marketing-orientated fabular anthropomorphism is broadly applicable and is helpful in understanding why certain anthropomorphic depictions will resonate with audiences and others will not.

Summary statement of contribution This research proposes a set of principles that help us to understand the way in which fabular instantiations of anthropomorphism can be successfully used in marketing communication. It presents a case study that demonstrates the applicability of the findings.     

Consumer scapegoating during a systemic product-harm crisis

Abstract

To determine how consumers respond to betrayal of their trust in brands, we surveyed 2156 consumers in nine metropolitan centres in China following the 2008 melamine contamination crisis. Drawing on psychological drivers of scapegoating and attribution theory, we investigate how early information and the perceived involvement in a multi-brand crisis and attribution factors influence scapegoat effects. The survey results reveal that the first accused brand, Sanlu, took disproportionate blame and was made a scapegoat for an industry-wide crisis. The observer/tension-discharging perspective, the ‘early information’ effect, and the contrasting roles of manufacturers and non-manufacturer parties in the supply chain in causal attributions have the most significant effect in consumer scapegoating. Study of a highly unfortunate ‘real-life experiment’ shows how a food safety scandal spills over and negatively affects attitudes and beliefs about the whole supply chain and about competing brands.     

Significant Choice and Crisis Decision Making: MeritCare’s Public Communication in the Fen–Phen Case

This study examines the communication strategies employed by MeritCare’s public relations staff during the fen–phen case. The ethic of significant choice was the primary lens for the study. The study revealed that MeritCare’s public relations staff members believed they did, in fact, follow the ethic of significant choice. Specifically, they perceived that the biases held by staff helped maintain the public’s safety as the primary issue during the fen–phen events. They also believed that their communication strategies allowed them to avoid ambiguity and emotionalized language. Finally, the staff members felt that teaming with Mayo Clinic in Rochester, Minnesota enabled them to influence the marketplace of ideas by capitalizing on the credible standing of Mayo Clinic.Renae A. Streifel (M.A., North Dakota State University) is a public relations specialist for the MeritCare Hospital group in Fargo, North Dakota. She studied the MeritCare case for her Master’s thesis.Bethany L. Beebe (M.A., Purdue University) studies crisis communication from an organizational perspective. Shari R. Veil (Ph.D., North Dakota State University) is an assistant professor in the Gaylord College of Journalism and Mass Communication at the University of Oklahoma. She studies crisis communication from a public relations perspective.Timothy L. Sellnow (Ph.D., Wayne State University) is professor of communication, North Dakota State University. Along with an extensive publication record, he has worked with several US government grants which provide some of the context for his study of crisis communication from an organizational perspective.     

The Protective Powers of Crisis Response Strategies

Abstract

This study examines how stakeholders perceive the various crisis response strategies identified in the Situational Crisis Communication Theory (SCCT). SCCT seeks to use research and theory to develop recommendations for the use of crisis response strategies. The crisis response strategies are matched to the nature of the crisis situation. The idea is to match the level of responsibility and aid to victims in the crisis response strategy that would be warranted by the crisis responsibility and reputational damage generated by the crisis situation. This study reviews previous research in SCCT, establishes the need to examine stakeholder perceptions of crisis response strategies, and examines how respondents perceive crisis response strategies in terms of accepting responsibility and helping victims. The results and implications confirm many of the ideas about crisis response strategies advanced in SCCT.     

How Does Financial Literacy Impact Attitude Toward Student Loan Providers?

ABSTRACT

We examined whether financial literacy changes college students' assessments of their student-loan providers. As predictors in our backward regression, we included (a) financial literacy, (b) perceived importance of loan, (c) satisfaction with college, (d) financial optimism, (e) experience using credit cards, and (f) perceived importance of decisions about credit cards. We also included two-way interactions between financial literacy and the other variables. Our regression explained about 24% of the variance in the dependent variable. Our results indicated that financial literacy was a significant predictor of attitude toward the student loan provider—but only in the interaction terms.