Target marketing in a social marketing context: gender differences in importance ratings of promoted intrinsic and extrinsic restricted exchange benefits of military enlistment

Social marketing involves influencing voluntary behaviour of people towards a social end. Examples of social marketing range from campaigns to encourage healthy physical behaviour to efforts to encourage tax support for public education, overcome racism, or stimulate ‘patriotic’ behaviour. Using data from a summer 2001 telephone survey of 600 young adults, this paper investigates how recruitment campaigns may benefit from considering gender differences in importance ratings of a variety of benefits promoted by the military in the USA. Importance ratings are assessed using differences in means and variances tests. Findings identify gender specific differences that may be used to enhance recruitment campaigns. Copyright © 2004 Henry Stewart Publications     

Land Reform: Taking a Long(er) View

The paper proposes a broad argument that the end of state–led development from the 1970s coincided with (i) the final wave of major redistributive land reform, and its place within transitions to capitalism, that lasted from about 1910 to the 1970s, and (ii) the beginnings of contemporary 'globalization'. Self–styled 'new wave' agrarian reform in the age of neo–liberalism, centred on property rights, is unlikely to deliver much on its claims to both stimulate agricultural productivity and reduce rural poverty. The reasons are grounded in the basic relations and dynamics of capitalism, and how these are intensified and reshaped by and through globalization. Understanding these processes, with all their inevitable unevenness, requires (i) recognizing that the historical conditions of the 'classic' agrarian question no longer apply, and (ii) developing the means to investigate and understand better the changing realities facing different agrarian classes within a general tendency to the concentration of capital and fragmentation of labour, including how the latter may generate new agrarian questions of labour.     

ECONOMIC EFFECTIVENESS OF BRAND ADVERTISING PROGRAMMES FOR U.S. ORANGE JUICE IN THE EUROPEAN MARKET: AN ERROR COMPONENT ANALYSIS

An econometric model is used to measure the impact of the Three-Party Programme on European demand for U.S. orange juice. The results show that the programme has helped expand the demand for orange juice in European countries and, from the viewpoint of the U.S. citrus industry, is an economically preferred way of generating additional exports compared with using price reductions to achieve additional sales.     

The innovating region: toward a theory of knowledge-based regional development

This paper sets forth a model of knowledge-based regional development conceived as a set of multi-linear dynamics, based on alternative technological paradigms. Utilizing longitudinal data from a Swedish region, and international comparisons, four stages of development are identified: Inception, Implementation, Consolidation and Renewal. Innovation policy is created 'bottom-up' as an outcome of 'collective entrepreneurship' through collaboration among business, government and academic actors – the 'triple helix'. The key event is the creation of an entrepreneurial university, whether from an existing academic base or a new foundation, which takes initiatives together with government and industry to create a support structure for firm formation and regional growth. The result of these initiatives is a self-sustaining dynamic in which the role of academia and government appears to recede as industrial actors come to the fore and a lineage of firms is created. Nevertheless, as one technological paradigm is exhausted and another one is needed as the base for new economic activity, the role of academia and government comes to the fore again in creating the conditions for the next wave of innovation.     

Consumer behaviour and the purchasing of dental services: Influences on selection and evaluation of health care services

This paper examines the process of interaction between consumers and providers of dental services in terms of the key selection and evaluation criteria employed by consumers. Focusing on the United Kingdom, it examines the impact of changes in both pricing and provision on the utilisation and evaluation of dental services. Based on a questionnaire survey of dental patients, in the context of the evolving body of literature concerned with consumer behaviour in respect of services, the paper attempts to improve the current understanding of the key factors shaping consumer choice in respect of professional services. Specifically, it argues that the highly complex nature of professional services impacts on patterns of consumer behaviour, resulting in the relationship between the individual service professional and the consumer being the focus of consumer evaluation. This in turn has significant implications for the effective marketing of such professional services.     

Fragmentation, Engel's Law, and Learning

This paper outlines the conditions under which trade is beneficial for a developing country's growth. A developing country suffers from two disadvantages: low income and a comparative disadvantage in the production of modern manufactured goods—goods which allow a high rate of human capital accumulation through learning by doing. Low income together with Engel's law imply that developing countries consume and produce very few modern goods in autarky and hence grow slowly. With international fragmentation of production, a developing country may find comparative advantage in the production of some stages of modern goods despite an absence of comparative advantage in the production of modern goods under “100% local content.” More resources can then be allocated to the modern goods sector leading to greater learning externalities and hence growth under free trade than in autarky.     

Determinants of the Effective Real Exchange Rate of the Synthetic Euro: Alternative Methodological Approaches

On the basis of historical data aggregated over the period 1973 to 2000, we have experimented with four different approaches to estimate the synthetic euro's equilibrium exchange rate. Using a number of competing models with the same data set, variable definitions and sample period offers the possibility to assess the uncertainty surrounding such equilibrium levels, both from an empirical (different estimates) and a theoretical viewpoint (different specifications). In this exercise, the 'Rest of the World' is proxied by the US, the UK, Japan and Switzerland, aggregated on the basis of trade weights.
We employed reduced form co–integration models, a structural VAR, a NATREX model (estimated in structural form) and the ECB's small–sized euro area wide macro–econometric model. In this order the approaches feature an increasing degree of 'structure', in the sense of the constraints based on economic theory embedded in the econometric models that were estimated. The results confirm the high likelihood for the euro having been undervalued in Q4 2000, while stressing the significant empirical and theoretical uncertainty with respect to the equilibrium exchange rate level.