Measuring rural consumers’ willingness to pay for quality labels using experimental auctions: the case of aflatoxin‐free maize in Kenya

Aflatoxins are a common health hazard in tropical countries, especially in rural areas. New methods to reduce aflatoxin levels in food staples, as well as cheaper test methods, are being developed, but consumers’ willingness to pay (WTP) for these improvements is unknown. A survey was conducted with a representative sample of rural consumers (1,344 in total, 63% women) in all major maize‐production zones of Kenya. The survey included an experimental auction with maize products of different qualities. The results showed that many rural consumers were aware of aflatoxins, but few understood their health risks. Respondents were willing to pay a premium for maize tested for aflatoxins and labeled, but asked a high discount for maize that was visibly contaminated with moldy grain. The premium was higher for respondents with education and in regions with aflatoxicosis outbreaks. Knowledge of aflatoxins substantially reduced the overall WTP, but did not increase the WTP for tested maize. Welfare analysis indicates that mandatory testing would result in substantial benefits if the cost of testing can be lowered to below the premium.     

The Influence of Gratitude on Franchisor‐Franchisee Relationships

Set within a franchising context that is an integral and significant component of the small business sector, this paper is the first attempt at modeling the sentiment of gratitude, a critical nascent relationship construct, as mediating the linkage between relational norms (as antecedents) and relationship quality constructs (as consequents). Data from a sample of 439 Australian franchisees are used to test the hypotheses. Relational norms were captured using the well‐accepted taxonomy of solidarity, flexibility, and mutuality, and relationship quality was conceptualized in terms of its constituent constructs of trust, commitment, and relationship satisfaction. Structural equation modeling was used to test the six hypothesized relationships. Results show that all six hypotheses are supported, that is, relational norms significantly and positively affect the emergence of gratitude, and in turn, gratitude significantly and positively influences the relationship quality constructs of trust, commitment, and relationship satisfaction. Managerial implications for the franchising industry in particular and small businesses in general are discussed.     

The role of relationship quality in the stratification of vendors as perceived by customers

Companies implement preferred supplier programs to reduce their vendor relationships to a reasonable few. Consequently, vendors who do not effectively manage their customer-based relationships are strong candidates for deletion from a customer’s list of long-term suppliers. The emergence of preferred supplier programs suggests that businesses are beginning to formally recognize and reward differences between their qualified vendors. Vendor stratification is proposed as a framework for understanding the evolution of preferred vendor programs. With the growing interest in relationship marketing, a study was conducted to empirically examine the extent to which businesses use relationship quality perceptions to differentiate their qualified vendors. The findings support the notion that relationship quality is a higher-order construct that can be used as a basis for developing vendor stratification systems. The article concludes with a discussion of the managerial and research implications of the study findings. Michael J. Dorsch (Ph.D., University of Arkansas) is an associate professor of marketing at Clemson University. His research has been published in theJournal of the Academy of Marketing Science, theJournal of Business Research, and theJournal of Personal Selling and Sales Management, among others. His research interests include issues concerning relationship marketing and marketing research methods. Scott R. Swanson (Ph.D., University of Kentucky) is an assistant professor of marketing at East Carolina University. He previously spent 9 years as a purchasing executive and his research interets include issues related to services marketing, atmospherics, and marketing ethics. His research has been published in theJournal of Business to Business Marketing, theInternational Journal of Quality and Reliability Management, AMA Educators’ Proceedings, andRetailing: Theories and Practices for Today and Tomorrow. Scott W. Kelley (D.B.A., University of Kentucky) is an associate professor of marketing. His research has been published in theJournal of the Academy of Marketing Science, theJournal of Retailing, theJournal of Business Research, theJournal of Advertising, and theJournal of Personal Selling and Sales Management, among others. His research interests include issues concerning services marketing and marketing ethics.     

The Higher Earning in America: Are 529 Plans a Good Way to Save for College?

This article studies whether 529 plans are an effective way for most people to save for college. The 529 plans were created in 1996 to help low- and middle-income American families save for college. Since this time they have adopted more tax advantages and grown substantially as a result. While total balances in 529 plans now exceed $250 billion, less than 3.0 percent of households have a 529 plan. And the majority of 529 plan accounts are held by the wealthiest households. Low- and middle-income households receive little tax savings from investing in 529 plans, and some states count these plans against financial aid. Also, 529 plans are complicated, rules vary by state, and fund management fees tend to be high. Thus, 529 plans are not the panacea to college affordability.     

Ethical sensitivity to stakeholder interests: A cross-cultural comparison

This study applied Hofstede’s typology to examine the effect of culture on ethical sensitivity toward various stakeholders. It was found that uncertainty avoidance had a positive effect and that power distance and individualism/masculinity had negative effects on ethical sensitivity. The results also indicated that ethical sensitivity to stakeholder interests is dependent on which stakeholder is affected. Although Americans and Taiwanese sales agents were equally sensitive to customer interests, the Taiwanese were more sensitive to the interests of their company and a competitor but were less sensitive to the interests of a colleague. This study should prove valuable to international marketers because the cultural typology allows managers to identify differences in work-related values of employees across different nationalities and thus provides a theoretical base for designing more effective sales management practices. Jeffrey G. Blodgett (Ph.D., Indiana University) is an associate professor of marketing at the University of Mississippi. His research interests include consumer complaint behavior and cross-cultural issues. His work has been published in theJournal of Retailing, Journal of Services Research, Journal of Business Research, Psychology and Marketing, and in other marketing journals. Long-Chuan Lu is an assistant professor of marketing at the National Chung-Cheng University of Taiwan. He received his Ph.D. from the University of Mississippi. His work has previously appeared in theJournal of Business Ethics, in addition to other journals and conference proceedings. Gregory M. Rose (Ph.D., University of Oregon) is an assistant professor of marketing at the University of Mississippi. His research interests include consumer socialization and cross-cultural consumer behavior. He has published articles in theJournal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Consumer Psychology, Journal of Advertising, Journal of Marketing, and other journals and proceedings. Scott J. Vitell is the Phil B. Hardin Professor of Marketing at the University of Mississippi, receiving his Ph.D. from Texas Tech University. His previous work has appeared in theJournal of the Academy of Marketing Science, Journal of Business Research, andResearch in Marketing and the Journal of Business Ethics, in addition to numerous other journals and conference proceedings.     

Geography, insolation, and vitamin D in nineteenth century US African-American and white statures

Using a new source of nineteenth century US state prison records I contrast the biological living conditions of comparable African-Americans and whites. Although blacks and whites today in the US reach similar terminal statures, nineteenth century African-American statures were consistently shorter than those of whites. Greater insolation (vitamin D production) is shown to be associated with taller black and white statures and a considerable share of the stature difference between US blacks and whites was attributable to insolation and vitamin D production. Black statures increased during the antebellum period, while white statures declined. Black and white statures both decreased after the Civil War. Farmers were taller than workers in other occupations, and an alternative explanation for stature variation by social class is considered.     

Economic Partnership Agreements Between Sub‐Saharan Africa and the EU: A Development Perspective

This paper draws on Hinkle and Schiff (2003). It analyses the planned Economic Partnership Agreements (EPAs) between the EU and Sub‐Saharan Africa (SSA) from a development perspective. It does not take a position on whether SSA should enter into EPAs with the EU. Rather, it starts from the notion that the process of forming EPAs is unlikely to be reversed and examines the conditions that will maximise SSA's benefits from the EPAs. If this notion is correct, then the analysis presented in the paper applies. On the other hand, Pascal Lamy, the EU Trade Commissioner, made a proposal at the May 2004 G‐90 summit in Dakar that might lead to a change in the EPA process. He proposed that the G‐90, a group consisting of ACP and non‐ACP LDC countries, should not have to make concessions at the WTO Doha Round of multilateral trade negotiations, i.e., he proposed a ‘free round’ for the G‐90. This proposal opens the door to the possibility that the same might apply to the ACP countries in the EU‐ACP negotiations and that the EPA process might be reversed. The paper considers the key issues raised by the planned EPAs, their relationship to the WTO's Doha Round and the EU's Everything‐but‐Arms Initiative, the changes needed to make the EPAs internally consistent, the domestic reforms in SSA that would need to accompany trade liberalisation in both goods and services, and the potential effects of the EPAs on regional integration in SSA. The EPAs will pose a number of policy challenges for SSA countries, including: restructuring of indirect tax systems, reduction of MFN tariffs, liberalisation of service imports on an MFN basis and related regulatory reforms in the services sector, and liberalisation of trade in both goods and services within the regional trading blocs in SSA. The paper also finds that the EPAs provide an opportunity to accelerate regional and global trade integration in SSA. To realise the potential development benefits of the planned EPAs, two steps are essential. First, the EU must, as it has stated, truly treat the EPAs as instruments of development, subordinating its commercial interests in the agreements to the development needs of SSA. Second, the SSA countries need to implement a number of EPA‐related trade policy reforms. However, the latter is far from certain, given the lack of reform momentum in SSA.     

Is ‘Good’ governance good for business? A cross-national analysis of firms in African countries

Good governance can reduce uncertainty, transaction, search and production costs, and ultimately affect firm performance. In this paper, we explore the link between good governance and the profitability of individual firms in African countries. We employ the governance indices developed at the World Bank and assemble a sample of companies from 21 countries over four years. Contrary to prior research that found a negative association between institutional development and profitability, our evidence shows that an improvement of good governance in countries currently with low levels of governance ratings has greater positive effects on the firm profitability than a similar improvement in countries with relatively higher ratings of good governance. Good governance reduces the variability of the company's profitability, leading to high-return and low-risk investments. Finally, we find that the role of good governance depends upon the country's income level. When the income level is lower, an improvement in public governance is more likely to impact firm performance than when the income level is relatively higher. Good governance is more important for the stability of the profitability of firms in countries with higher levels of good governance ratings than lower ratings.