Aesthetic Products and Aesthetic Consumption: A Review

This article presents a review of recent thinking about consumers’ aesthetic experiences. These experiences are examined within the context of philosophical, psychological, and social science perspectives on aesthetics. A distinction is made between aesthetic products and aesthetic consumption, and these two concepts are discussed in terms of marketing views of their core elements. The review also reflects on the impact of “postmodernism” on aesthetics within marketing. Consideration is given to four philosophical conundrums relating to the aesthetic experience which are relevant to marketing theory: disinterested attention; objective and subjective taste; the nature of the aesthetic encounter; and the relationship of evaluation to preference.     

Did the Proposed Country-of-Origin Law Affect Product Choices? The Case of Salmon

The 2002 Farm Securit and Rural Investment Act mandated that country-of-origin labeling (COOL) be applied to specific food commodities. Using revealed preference data for 1998–2006, a nonlinear AIDS model is used to estimate the demand for uncooked frozen, uncooked fresh, and precooked salmon to assess the impact of the legislation on consumer demand patterns. Findings from a non parametric analysis suggest a possible rotation in the demand curve for fresh salmon that may be linked with the quality signal associated with COOL. However, our findings indicate that COOL had no significant impact on overall consumer demand for the three products. All three were found to be inelastic, with uncooked fresh salmon being slightly more price sensitive than uncooked frozen and precooked salmon. Given the expenditure elasticities, the fresh salmon segment of the industry appear to be more vibrant than the other salmon segments and would likely influence investment decisions in the salmon industry.     

Beyond convenience: the future for independent food and grocery retailers in the UK

The UK's independent food and grocery retail sector's competitive advantage of 'convenience' has been eroded in recent years as major retailers increase opening hours and develop their own convenience trading formats. As a result, large numbers of independent retailers are closing. A UK-wide survey was undertaken to identify other sources of competitive advantages, and the changes needed to stop or reverse the decline in this sector. Exploratory semi-structured interviews led to the development of a questionnaire on six major issues affecting the sector. 'Snowball' sampling, using industry partners, provided 142 respondents. The provision of a 'social shopping experience' emerged as a key competitive advantage that could be developed. Improving vertical and horizontal trading alliances, and the wider use of information technology, provided other options.     

Inhibition of Brand Integration amid Changing Agency Structures

The all‐important focus upon brands and brand success is underpinned – of necessity – by well‐designed and well‐executed integrated marketing communications (IMC). This qualitative paper explores perceptions of IMC in relation to branding within senior UK‐based advertising and public relations agencies in terms of current perceptions, implementation, coordination, evaluation, barriers, budgetary issues, decision‐making; and managerial implications for the future of IMC. The paper describes the findings from a series of depth interviews with senior executives from leading advertising and public relations agencies. While the findings do indicate the presence of ongoing barriers to the adoption and usage of integrated solutions, these barriers are as much an issue to do with clients as with the agencies themselves. Nonetheless, there seems to be an issue concerned with remodelling working practices to accommodate new and seamless ways of working creatively across all promotional mix elements. Thus, while the principles of integrated marketing communications are sound, the actual mechanisms for application still need further work –in terms of both application and measurement, and the need for in‐depth research. We also endorse and reiterate oft‐repeated calls for research with client organizations.     

Bailouts,Monitoring, and Penalties: An Integrated Framework of Government Policies to Manage the Too‐Big‐to‐Fail Problem

This paper discusses optimal government bailout policy where the costs of systemic failures and moral hazard problems are considered. We find that a three‐tiered bailout policy that includes an ex post monitoring and bailout scheme for financial institutions with large systemic impacts (‘too big to fail’) is optimal. The optimal policy also requires a randomized bailout for medium‐impact institutions (‘Constructive Ambiguity’), and no bailout for institutions that have only minimal systemic consequences (‘too small to save’). However, in a volatile, innovative market environment where individual institutions may know more than the government regulator, monitoring error could contribute to risk taking, leaving the government regulator to always play a ‘catch‐up’ role in revising policy. Moreover, the optimal bailout policy may not be time‐consistent: institutions not deemed ‘too big to fail’ may still have an incentive to take excessive risks and expect to be bailed out in case of insolvency, primarily due to the short‐term orientation of the government. Finally, because an institution's systemic cost affects the probability of a bailout, we show that the boundary of an institution may be extended by the government subsidy.     

‘Never let a good crisis go to waste’: moral entrepreneurship,or the fine art of recycling evil into good

Moral entrepreneurship is the fine art of recycling evil into good by taking advantage of situations given or constructed as crises. It should be seen as the ultimate generalisation of the entrepreneurial spirit, whose peculiar excesses have always sat uneasily with homo oeconomicus as the constrained utility maximiser, an image that itself has come to be universalised. A task of this essay is to reconcile the two images in terms of what by the end I call ‘superutilitarianism’, which draws on the lore of both superheroes and utilitarianism. After briefly surveying the careers of three exemplars of the moral entrepreneur (Robert McNamara, George Soros and Jeffrey Sachs), I explore the motives of moral entrepreneurs in terms of their standing debt to society for having already caused unnecessary harm but which also now equips him with the skill set needed to do significant good. Such a mindset involves imagining oneself a vehicle of divine will, which would be a scary proposition had it not been long presumed by Christians touched by Calvin. In conclusion, I argue that moral entrepreneurship looks most palatable – and perhaps even attractive – if the world is ‘reversible’, in the sense that every crisis, however clumsily handled by the moral entrepreneur, causes people to distinguish more clearly the necessary from contingent features of their existence. This leads them to reconceptualise past damages as new opportunities to assert what really matters; hence, a ‘superutilitarian’ ethic that treats all suffering as less cost than investment in a greater sense of the good.     

From promise to performance

Book reviewed in this article:
Bauman, Robert P., Jackson, Peter and Lawrence, Joanne T. From Promise to Performance: A Journey of Transformation at SmithKline Beecham