Integrating the environmental and economic consequences of converting to organic agriculture: evidence from a case study

In the current debate about the future of food quality, the merits of organic agriculture are frequently championed, but few studies have sought to integrate the changes in soil conditions, biodiversity and socio-economic welfare linked to the conversion from non-organic to organic production. This article aims to undertake this approach with respect to one case study. Its conclusions may not be representative for all organic conversions, but the findings are of relevance at a time of debate over changing patterns of subsidies and other incentives in agricultural policy. The study showed that there were demonstrable differences in overall environmental conditions in the comparison of organic and non-organic farming, with field evidence of increased species diversity, and an eventual improvement in the profitability of the organic farming regime. The broad conclusion is that there are definite environmental and economic advantages arising from organic agriculture that are not fully reflected in the present pattern of agricultural incentives. The study also showed that variations in farm management practice strongly influence the notion of on-farm and off-farm environmental consequences. The implications of these findings for the future of sustainable agriculture and for interdisciplinary science are also discussed.     

The Customer Concept: The Basis for a New Marketing Paradigm

Recent developments in both marketing theory and marketing practice make it necessary to formulate a new marketing paradigm. This paradigm consists of three elements: (1) a concept, which is the core of the paradigm, (2) a set of activities, and (3) a domain. The customer concept is the new marketing concept. It is a management orientation which maintains that firms establish relationships with selected individual target customers with whom superior customer values are designed, offered, redefined and realized in close cooperation with other partners in the marketing system such as suppliers and intermediaries, in order to realize long-term profits through customer satisfaction, partner- and employee satisfaction. The new marketing activities include decisions with regard to the firm's stated vision, objective(s), strategy, organizational structure, culture, information system, marketing instruments, business processes and human resource management. The new marketing domain encompasses the broader interpretation of marketing as the central concept in the behavior of the firm. The customer concept implies a reorientation of marketing to one that places the customer in a pivotal role.     

Comparing measures of persuasion knowledge adapted for young children

Young children under 8 years old are viewed as especially vulnerable to marketing communications because they do not have sufficient knowledge about the purpose of persuasive advertising messages, also known as children's persuasion knowledge (CPK). However, a review of 25 studies that have tested CPK effects, on primarily older children, finds inconsistent or no support for CPK. The lack of support depends on the effect studied, and a measurement challenge because of young children's limited capabilities in reading and responding to questions from interviewers. Thirteen measures of CPK have been tested but not compared for CPK effects. These measures were simplified to nonverbal options for young children and tested on a sample of 4‐ to 7‐year‐old North East Chinese children (n = 233). These measures were each tested in relation to the children's age (positive), their skepticism toward advertising (positive), their disbelief of false claims in a TV commercial (TVC) (positive) and their affect toward the TVC (negative). Only two measures of CPK show any expected associated responses with “knowing the source” of advertisements the best measure. Perceived marketer intentions had no expected associations, nor did the age of the child. The implications of these findings are discussed in terms of theory, measurement, and applications for marketers and public policy.     

DDB Greater China Group

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