Green marketing strategies: an examination of stakeholders and the opportunities they present

As green marketing strategies become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present research seeks to better understand the role of “green” as a marketing strategy. Through an integration of the marketing, management, and operations literatures, an investigative framework is generated that identifies the various stakeholders potentially impacted through the environmentally friendly efforts of a firm. Specifically, the inter-connected nature of the core business disciplines of marketing, management (both strategy and human resources), and operations are examined as controllable functions within an organization from which strategies can be enacted to affect a firm’s stakeholders. The prior research in these areas is examined to identify potential research opportunities in marketing while also offering a series of representative research questions that can help guide future research in marketing.     

Chefs and suppliers: An exploratory look at supply chain issues in an upscale restaurant alliance

This paper examines some basic issues associated with supply chains in the context of acquiring local ingredients as part of producing a culinary tourism experience. Based on data collected from Executive Chefs at Relais & Châteaux restaurants through surveys and personal interviews, the authors document producer-to-chef relationships, why and how local ingredients are featured in menu listings, and how chefs communicate their use of local ingredients to their guests. The results also describe chefs’ beliefs about the use of local ingredients, as well as potential issues related to the use of suppliers and their perceptions of their guests’ expectations for their meals.     

Food fraud: economic insights into the dark side of incentives

In this review, we contextualise the articles in this special issue, relating them to existing food fraud research, and identify food fraud research trends, challenges and priorities for the near term. We accomplish these aims through a comprehensive review of research by food scientists, economists, other social scientists, legal experts, government research groups and international trade organisations. Existing food fraud research is heavily weighted towards food science, packaging and labelling, and legal areas of knowledge discovery. Moving forward, research is needed pertaining to general economic welfare outcomes from food fraud incidences, economic incentives to deter frauds, economic spillovers from fraud incidences to other food products and markets (domestic and international) and further delineation of the effect of different types of food fraud on consumer and producer welfare. The articles in this special issue make significant contributions to understanding of the role of food fraud in consumer decisions, measuring consumer welfare losses from fraud, food fraud spillover effects to other markets and new frameworks for fraud analysis.     

One village,one product: Agro‐industrial village corporatism in contemporary China

This paper investigates the implementation of “one village, one product” (OVOP) in four peri‐urban villages in China's Yangtze River Delta. China's agricultural transformation, including the introduction of new corporate actors and the growing pressure of market discipline, has challenged the relevance of villages in the organization of agricultural production. In response, village cadres in thousands of Chinese villages have used OVOP to transform their villages into agro‐industrial firms and re‐exert their control over the agricultural surplus, echoing earlier examples of village corporatism. Rooted in agricultural specialization, OVOP encompasses a diversity of strategies for the production of locality‐based value. I disaggregate these strategies into four sociospatial dimensions that comprise locality—place, network, territory, and scale. Place‐based branding is the dominant strategy, but village cadres also pursue complementary sociospatial strategies to ensure their control over the realization of the brand's value and reconstitute their redistributive and administrative powers.     

Super returns to Super Bowl ads?

This paper uses a natural experiment—the Super Bowl—to study the causal effect of advertising on demand for movies. Identification of the causal effect rests on two points: 1) Super Bowl ads are purchased before advertisers know which teams will play; 2) home cities of the teams that are playing will have proportionally more viewers than viewers in other cities. We find that the movies in our sample experience on average incremental opening weekend ticket sales of about $8.4 million from a $3 million Super Bowl advertisement.     

Identifying Key Customers for Novel Industrial Products

Managers responsible for novel industrial products seek to identify their most productive customers promptly, as a basis for deployment of marketing and development resources. Using a trial-and-adoption model, based upon invoice data from sales of novel industrial products over a five-year period, Richard Cardozo, David Smith and Madhubalan Viswanathan show that initial interpurchase interval (the time from initial purchase to first repeat purchase) identifies high-volume customers, no matter when they first purchased. In addition to demonstrating the usefulness of a trial-and-adoption model in analyzing purchases of novel industrial products, this study also describes for the first time four distinct purchase patterns for novel industrial products.