The erosion of the unusual susceptibility defense: The case of the disadvantaged consumer

Marketing practitioners and academics have exhibited an increased concern for the problems of disadvantaged consumers in recent years. During the same time period, the product liability field has become increasingly volatile. In this article the overlap between these two seemingly independent trends is presented via hypothetical case examples. A decision process to guide marketers who potentially deal with disadvantaged market segments is outlined and discussed. The implications of these developments are also described in detail.     

Informal group influence among situationally/dispositionally-oriented consumers

Consumer susceptibility to reference group influence has been demonstrated for certain products and buying situations. This article reports a study designed to determine if reference group influence varies between consumers classified as situationally-oriented and dispositionally-oriented. Results indicate a considerable difference between the two groups. Independence Health Plan     

Long‐term Determinants of Deforestation in Ghana: The Role of Structural Adjustment Policies

Abstract: Prior to the 1980s, Ghana witnessed an alternating cycle of boom and scarcity, culminating in the introduction of structural adjustment policies in the early 1980s. This paper uses data from the Ghana Forestry Services, Ministry of Food and Agriculture, FAO Yearbook of Forestry Products, Ghana Timber Marketing Board, Quarterly Digest of the Ghana Statistical Service, World Debt Tables, Bank of Ghana, IMF, COCOBOD and Ministry of Finance to examine the impact of SAP on deforestation in Ghana. The paper reveals a negative impact of structural adjustment on deforestation in Ghana through both direct and indirect channels. The most important channel of the effect of SAP on deforestation resulted from the conversion of forestland to crop farming, particularly cocoa farming, during the post‐adjustment period. Even though wood extraction exhibited a negative impact on deforestation, the impact seemed relatively weaker than that of agricultural land use. In addition, while in the long run, deforestation tended to be more responsive to logging than agriculture, in the short run the elasticity of deforestation with respect to agriculture tended to be greater than that with respect to logging. Finally, agriculture was relatively more important in causing deforestation.     

In search of global leaders

For all the talk about global organizations and executives, there's no definitive answer to the question of what we really mean by "global." A presence in multiple countries? Cultural adaptability? A multilingual top team? We asked four CEOs and the head of an international recruiting agency--HSBC's Stephen Green, Schering-Plough's Fred Hassan, GE's Jeffrey-lmmelt, Flextronics's Michael Marks, and Egon Zehnder's Daniel Meiland--to tell us what they think. They share some common ground. They all agree, for example, that the shift from a local to a global marketplace is irreversible and gaining momentum. "We're losing sight of the reality of globalization. But we should pay attention, because national barriers are quickly coming down", Daniel Meiland says. "If you look ahead five or ten years, the people with the top jobs in large corporations ... will be those who have lived in several cultures and who can converse in at least two languages." But the CEOs also disagree on many issues--on the importance of overseas assignments, for instance, and on the degree to which you need to adhere to local cultural norms. Some believe strongly that the global leader should, as a prerequisite to the job, live and work in other countries. As Stephen Green put it, "If you look at the executives currently running [HSBC's] largest businesses, all of them have worked in more than one, and nearly all in more than two, major country markets." Others downplay the importance of overseas assignments. "Putting people in foreign settings doesn't automatically imbue new attitudes, and it is attitudes rather than experiences that make a culture global," says Fred Hassan. The executives' essays capture views that are as diverse and multidimensional as the companies they lead.     

Don't Tax the Net

Electronic commerce has the potential to reduce transaction costs drastically. It is the most dynamic sector of the world economy. Governments should restrain themselves from extending taxes to electronic commerce or they will reduce the gains from innovation.     

Attitudes Towards Income Risk in the Presence of Quantity Constraints

Considering a consumer with standard preferences, I trace out how quantity constraints on markets impact on relative risk aversion and prudence. I first show how this impact decomposes into a local curvature effect and an endogenously changing risk aversion/prudence effect. Next, I calibrate both effects on relative risk aversion and prudence, using estimates on household demand for durables and labour supply. The calibrations show that commitments to durable goods have large effects on attitudes towards risk. And while small wedges between realised and desired levels of labour supply have only moderate effects, becoming full time unemployed on a 60 per cent unemployment benefit significantly raises risk aversion and prudence.     

Getting consumers to eat more whole-grains: The role of policy, information, and food manufacturers

The 2005 Dietary Guidelines were unique because they offered quantitative recommendations for consumption of whole-grains. This case study examines the hypothesis that the changed recommendations were responsible for the recent increase in retail sales and consumption of whole-grain food products. We find that release of the Dietary Guidelines and related media attention did increase availability and sales of whole-grain foods. A large impact on consumption occurred through reformulation of existing products, induced by competition among food suppliers. This study reveals the key role product reformulation plays in inter-firm competition and in realization of dietary changes recommended by public policy.