Research collaboration and behavioural additionality: A New Zealand case study

Generating the greatest benefit from public research programmes is a major aim for industry managers and policy administrators alike. However, how to measure whether benefit has occurred createsf a considerable dilemma for managers and policy-makers. One approach centres upon the concept of 'additionality' or 'what difference the policy has made'. Traditional 'input additionality' measures of subsequent research and development activity, for example, neither incorporate all impacts nor give adequate signals about adequate signals about aspects of 'output additionality', such as the impact on increased competitiveness at the level of the firm, or national competitiveness, the ultimate goal for the majority of research policies. An intermediate form of impact, 'behavioural additionality', centred upon changes in a firm's subsequent managerial behaviour, is considered to provide an alternative, yet compelling perspective on the impact of public support on the conduct of research. This study outlines empirical eveidence found for the various forms of additionality in a New Zealand collaborative research programme. It discusses how managers and policy administrators can exploit the occrrence of behavioural additionality to maximize the impact of a research policy, on the basis that modified behaviour is likely to strengthen a policy' latent abilityto influence the creation of output additionality. In such circumstances, the study suggests that managers and policy-makers should be identifying those interventions that lead to sustained improvements in mangerial practice, and in competitiveness, and should be managing their diffusion within firms and throughout industries.     

Increasing Corporate Social Responsibility Through an Employee-centered Approach

As the Corporate Social Responsibility (CSR) literature has developed, it appears that a dominant paradigm has emerged. Both scholars who study CSR and those who write about its organizational application have largely converged on CSR as an organizational strategy issue. Viewing CSR as a matter of top-level strategy unwittingly links it to a particular conceptualization of organizational change—a top-down perspective. We suggest that the dominance of this traditional view of organizational change is limiting the study of CSR. Thus, we seek to increase awareness of an alternative model, one that complements the strategic view. Specifically, we describe a model of CSR organizational change that suggests two things. First we assert that significant change can be initiated at lower organizational levels as well as from the top. And second, we suggest that the change can be accomplished in small steps and involve only a portion of the organization, as opposed to an overarching organizational strategy. We present our employee-centered approach to CSR change as an addition to the traditional top-down view.     

Unpacking the interplay between organisational factors and the economic environment in the creation of consumer vulnerability

ABSTRACT

Access to credit is a key enabler of modern life. Yet many consumers face factors beyond their control which sometimes render them unable to borrow from mainstream lenders. This paper documents how firm-related factors determine lending thresholds and shape who is, or is not, a creditworthy customer. The impact of the 2008 economic recession on lending decisions is explored, an aspect that has been insufficiently discussed even though recessions are cyclical events. Drawing on semiotics and using multiple case studies, the study captures not only the groups that were excluded but also the reasons for exclusion. Empirical support is offered for the notion of vulnerability as a fluid state and the role of the timing of decisions as a source of vulnerability is described.     

Interpreting value in the customer service experience using customer-dominant logic

Abstract

Traditionally, customer value has been examined from the perspective of the firm. New understandings of customer value from the customer-dominant logic perspective of services emphasise the need to move away from the service-dominant perspective and adopt a customer-based approach that considers value within the broader context of a customer’s lifeworld. This article explores how individual customers make sense of their participation in an extraordinary, commercially-driven consumption experience. A phenomenological approach is taken to understand the lived experience of these participants. The findings of this exploratory study reveal the highly complex nature of value in the experience in the chosen context of luxury driving experience days. Theoretical and managerial implications are discussed.     

New Developments in Soviet Advertising and Marketing Theory

This paper contrasts Soviet and Western advertising and marketing theory, and explains how Soviet theory has progressed in recent years. Soviet advertising practice has been adversely affected by the central planners' aim of regulating advertising, as well as consumption, so that demand is not stimulated beyond what is thought to be ‘rational’ or desirable. However, without abandoning their traditional product orientation, Soviet marketing theorists are developing the idea that consumer interests should be more important in product development. Moreover, in sharp contrast to previous Soviet practice, market segmentation is being examined as a means to increase the effectiveness of advertising. However, the omission of the important geographical and national group variables from this segmentation strategy implies that political considerations will remain paramount in any changes in theory or practice.     

Understanding the Level of Marketing Activity in the Leisure Sector

The level of marketing activity in services businesses has been widley debated in the services literature. The article reviews the application of marketing analysis, planning and control activities in one area of the leisure sector: wildlife attractions, zoos and safari parks. The analysis combines a literature review with secondary data collection and semi-structured personal interviews with senior managers at key establishments. The findings highlight the use of recongnised strategic and tactical marketing concepts which are subsequently related to a recognised model of services marketing. The relevance of the services marketing model is seen to vary for different groups of establishments. The terms minimalists, entrepreneurs and planners are used to reflect the level of marketing activity undertaken.     

Competition,Strategy, Technology and People: The Challenges Facing PR

A recent survey of leading UK PR practitioners has identified a dynamic, swiftly evolving environment for the public relations industry. Heightened competition, wide-ranging new opportunities and threats stemming from the perceived need to internationalize, the desire for more influence in clients' business strategy formulation, training and recruitment dilemmas, ever-changing technology and an increasing requirement to evaluate the worth of PR are only some of the most pressing issues. This article reviews the survey's findings—revealing a complex and swiftly evolving marketplace—before drawing out some of the principal implications. There are interesting parallels with events in advertising.