Using Commitments to Drive Consistency: Enhancing the Effectiveness of Cause‐related Marketing Communications

Research has consistently found that, despite a high degree of expressed concern about the environment, few individuals are willing to follow‐up this concern with behavioural actions in support of the environment, particularly when these actions require the individuals to absorb some costs. Using the theoretical framework of commitment–consistency theory, two studies were conducted in order to examine the effect of a small, active commitment to an environmental cause on consumer preference for an advertised product that supported that cause. The empirical results show strong support for the fact that persuading consumers to make an active commitment to a cause can serve as an important prerequisite for behavioural consistency (in terms of the willingness to buy a product). Further, the paper adds to the evidence on self‐perception theory as an underlying mechanism for the effectiveness of the technique. It is also found that, although commitment increases willingness to buy a product related to the cause, the effect works only when the cost associated with supporting the cause is minimal. The implications for marketing communications theory and practice are discussed.     

Interdependent self-construal in collectivist cultures: Effects on compliance in a cause-related marketing context

This study is a replication and extension of prior work on the effectiveness of cause-related marketing efforts. We show that compliance behavior across cultures can be different depending on the dominant self-construal paradigm prevalent in a given society. The original study had shown that people in independent self-construal societies (individualist countries such as the USA) are unwilling to follow up on their original commitment (to support rainforest protection) if compliance involves bearing the cost of such action (paying a higher price for a product where part of the price is donated to rainforest protection). This study, drawing on a sample of students at a mid-sized university in northern Poland, shows that commitment–consistency works in collectivist, interdependent self-construal societies in a different way: if the cause being supported is of a pro-social nature, people in such societies are willing to pay the higher product price to support it.     

A Futuristic Research Agenda for the Field of Franchising

This brief paper summarizes the sweeping changes taking place within the North American franchising reality and extols franchising researchers to venture forth into novel arenas of investigation. In the process, it also offers commentary on two articles appearing in this issue of the Journal of Small Business Management . In general, this polemic invites researchers (1) to look beyond the North American contexts for data and original theoretical development; (2) to investigate new phenomena associated with franchising; and (3) to examine extant ontology of franchising research topics from novel perspectives. Illustrative frameworks for executing this research agenda are presented throughout.     

Setting the stage for creative new products: Investigating the idea fruition process

This article attempts to understand the idea fruition process, or the fuzzy front-end set of activities that an organization may informally engage in before it adopts a formal process for developing a new product. The authors propose that the idea fruition process consists of three sub-processes: idea creation, idea concretization, and idea commitment. They also propose and test the individual and organizational factors that influence the idea’s degrees of creativity, concretization, and commitment to further the understanding of the phenomenon and, thus, boost the creation and harnessing of worthwhile ideas in organizations. Astra Zeneca Janice Griffiths-Hemans (jaiuce.griffith-hermans@astrazeneca.com) holds a Ph.D. in business administration (marketing strategy and new product development) and a master’s in market research from the University of Georgia, an MBA in marketing from the University of Miami, and a bachelor of science degree in pure and applied chemistry from the University of the West Indies, Jamaica. Janice is currently a Senior Manager of Consumer Insights with Astra Zeneca, Wilmington, Delaware. Rajiv Grover (rgrover@terry.uga.edu) is the head of the department and holder of the Terry Chair of Marketing at the Terry College of Business, the University of Georgia in Athens, Georgia. He has received several honors for his research and teaching efforts—the O’Dell award for the Best Paper in theJournal of Marketing Research and the Hugh O. Nourse Outstanding MBA Teacher Award. He has authored the bookTheory and Simulation of Market-Focused Management, published by Dry den Press. He is currently editingThe Handbook of Marketing Research: Do’s and Don’ts, which will be published by Sage Publications. He received his Ph.D. from the University of Massachusetts at Amherst in 1983.     

Making the Most of B2C Wireless

Companies in Europe and the US have made little effort to explore the potential of wireless devices (mobile phones and personal digital assistants) as a communication channel with consumers. This is mainly because of their uncertainty about the wireless "killer applications" and the timing and capability of next-generation wireless technologies. This article argues that they are being too cautious and that the best way to approach the opportunities is not to find a single "killer application". Rather, companies need to identify what the authors call a "killer experience". This should be designed around customer needs (rather than an existing industry value chain), supported by a multichannel platform. It should make the most of wireless's unique time and location advantages and involve wireless-specific features. Existing technologies are already sufficiently advanced to make this possible. The article is based on research earlier this year.     

Texas Roundtable on: The Future of Graduate Business School Education

A small group of academics and practitioners discuss the challenges now facing today's business schools. First and foremost is the challenge now being mounted by “online” courses to the traditional methods of classroom lecture and discussion, supplemented in some cases by apprenticeships and other kinds of “experiential” learning. How will traditional universities burdened with high and rising fixed costs for buildings and faculty compete with very low‐cost competitors—programs that reportedly have enabled star lecturers to reach audiences that, in some cases, have exceeded 100,000 students? In assessing the seriousness of the challenge, the panelists start by attempting to articulate what is valuable in current business school education—valuable enough to enable the best business schools to command as much as $175,000 for two‐year (or shorter) programs that confer MBAs. Much of the discussion focuses on establishing the relative importance of the disciplines, or body of knowledge, that are taught in business schools, as compared to the development of “collaborative” habits and interpersonal skills aimed at enabling students to make more effective use of their knowledge within large organizations. Some of the panelists, notably Jeff Sandefer, founder of the (now ten‐year old) Acton School of Business, argue that far too much of today's business school curriculum is devoted to the classroom and conventional learning. And many of the changes in the top business schools during the past decade appear to reflect Sandefer's charges. But, to the extent there is a consensus among the other panelists, it is that the best business schools will continue to try to accomplish both of these goals, though with varying degrees of effectiveness, while most schools attempt to maintain their specialized capabilities, and carve out distinctive niches based on them. For some schools, such specialization is likely to mean continued emphasis on theory and classroom learning—though almost certainly with more attention to practical application and collaborative decision‐making. For other schools, the main focus will continue to be the development of general management and leadership skills.     

Does Relationship Marketing Age Well?

Most managers agree that close co-operative relationships between business partners yield benefits to all parties. However, some question whether these benefits continue as the relationship ages. This article reports on a study designed to answer this question. The study suggests that, however long the relationship, building trust, commitment and the other components of Relationship Marketing (RM) continue to have a positive effect on the performance of business partners. However, it also shows that, over time, the positive effect diminishes. The authors suggest that managers need to recognize this, and to identify the true costs of building relationships so as to judge whether the diminishing returns justify the effort. Ultimately, managers need to vary their handling of each relationship because standardized RM practices are unlikely to be effective.     

Analyzing the underlying dimensions of firm profitability

In this paper we decompose a traditional measure for firm's performance, return on sales, into four components that capture the impact of productivity, price recovery, product mix and capacity utilization, respectively, on a firm's profitability. The new measures are used as an illustration to explain changes in the performance of firms in the US telecommunications industry following deregulation. Changes in the overall profitability margin of these firms are explained by substantial but offsetting changes in their productivity, price recovery ability, product-mix maximization and capacity utilization, that have occurred as a consequence of deregulation. The new measures enable us not only to illustrate relative differences between firms in a given cross-section but also to shed light on how changes take place over time in the different components that underlie firms' profitability.     

Y2K spending by entrepreneurial firms

While public debate leading up to year 2000 focused on the potential negative consequences of Y2K, some writers recognized that Y2K could set in motion a period of intense strategic investment in information technology (IT) of the type characterized by Schumpeter [Capitalism, Socialism, and Democracy, third ed., Harper and Row, New York, 1950, p. 81] as creative destruction. In performing the study presented here, we formulated hypotheses, based on Schumpeter's [The Theory of Economic Development, Harvard University, Cambridge, 1934, p. 57] theory of economic development, about the characteristics of firms that would have responded most aggressively to Y2K and tested these hypotheses using data obtained from Y2K disclosures made in filings with the Securities and Exchange Commission (SEC). Our findings provide striking evidence that Y2K spending increased with economic factors that are characteristic of entrepreneurial firms and with the competitiveness of the firms' industries. This observation of systematic Y2K spending patterns suggests that accounting disclosures of IT spending are informative and illustrates the potential power of economic catalysts for change, particularly with respect to IT resources.     

Logistics Service Providers and Their Customers: Gaining Commitment Through Organizational Implants

The current research examines the following question: how can on‐site representatives (i.e., organizational implants) be used to generate greater interorganizational relationship commitment? The relationship marketing literature explores many facets of interorganizational relationships and commitment, but until now, it has not considered the colocation of employees from separate firms. Dyadic survey data were collected from logistics service providers (LSPs) and their customers. The paired dyads were then analyzed using path analysis. Results indicate that organizational implantation can lead to greater levels of outcome interdependence between the organizations, which can then generate greater levels of commitment from the LSP toward the customer. Results also suggest that organizational implantation can lead to greater levels of relational capital and responsiveness, which is shown to generate greater levels of commitment from the customer toward the LSP.