Managing future uncertainty: Reevaluating the role of scenario planning

The business environment for many firms is changing rapidly and is becoming increasingly uncertain due to the disruption caused by new digital technologies, deregulation, new business models, and the threat of new competitive entrants. This dynamic competitive environment increases the level of uncertainty for senior executives and strategic planning teams who bear responsibility for the strategic development of the firm, particularly in terms of the future direction, scope, and the strategy required to deliver on corporate objectives. This in turn, places increased scrutiny on the strategic planning tools that are used to undertake a rational and comprehensive analysis of the competitive dynamics that inform strategy formulation. This article presents empirical findings and reflections on a scenario-planning project that sought to develop a long-term corporate level strategy. While scenario planning is an established constituent of the strategist’s toolbox, the increasing level of dynamism and uncertainty in many markets has meant that it has seen a resurgence. This article presents empirical findings on how the scenario-planning tool was selected and applied before reflecting on the individual and organizational outcomes of using scenario planning to develop an organizational strategy in uncertain market conditions.     

Constructing gender identity through masculinity in CSR reports: The South Korean case

Drawing on the themes of men and masculinity, this article examines texts in the corporate social responsibility (CSR) reports of local multinational enterprises (MNEs) in South Korea, an emerging economy. This article explores how Korean male hegemony is hidden and naturalized in CSR reporting. Focusing on the discursive construction of gender identity, we analyze how CSR reports portray gendered identities in ways that may foster gender inequality by examining how the texts reflect the inferior position of women and marginalized male workers in the workplace. We review 15 CSR reports from Korean MNEs as a primary data source for examining corporate policies and disclosure on gender-equality issues in the workplace. We explore the inherently embedded meaning of CSR reports to evaluate the masculine tone of gender relations in these texts. To deepen our understanding, we retrieved the original text segments, coded them by using a categorical framework and revisited our data to critically examine our interpretation of the narrative structures that we argue reflect and reproduce certain discourses of masculinity, through the (in)visibility of women, the marginalization of women and (part-time) men, and the silencing of their voices by the Korean male hegemony.     

The role of trade union collective voice in the access to training for workers in New Zealand

This paper explores trade union collective voice as a mechanism for worker participation in training decision making. New Zealand is an example of a liberal market economy (LME) with relatively weak regulatory pressure on employers to engage in training. Consequently, drivers such as trade union collective voice could fill an important role in workers securing support for training from their employers. The paper argues that given the reduced power of unions in many LMEs workers potentially face a twofold challenge: the first to secure an entitlement to training and the second to have any further participation in training decision making. Using the example of New Zealand, the paper examines whether collective bargaining secures entitlement to training. Then, employing the categorization of approaches to workforce development as either expansive or restrictive, it investigates the nature of that entitlement. Following this, the paper reports on dialogue with trade unions through which a more nuanced picture emerges of collective voice and the challenges to worker participation in training decision making. Finally, it reflects on the role collective voice could play in worker access to training.     

Transferring game attitudes to the brand: persuasion from age 6 to 14

ABSTRACT

This paper aims to replicate previous findings regarding the differential impact of TV advertising and advergames on children's brand attitudes and pester intentions. Using a large data-set (N = 940, M_age = 9.8, SD = 2.4), with children ranging between 6 and 14 years old, the influence of passive exposure to TV advertising is compared to active exposure to an advergame. In addition, the potential moderating effect of age is explored. In a between-participants experiment, Flemish children were randomly assigned to watch a TV ad, play an advergame, or a no marketing control condition. Results revealed that children who had played the advergame reported significantly more positive brand attitudes compared to children who had watched the TV ad and children in the no advertising exposure control group. Children's pester intent was significantly higher for the advergame compared to the TV ad, but not compared to the no advertising exposure control group. The findings further showed that children's attitudes towards the ad format mediate the impact of the advertising format on pester intent. The advergame was indirectly more persuasive than the TV ad since children reported more positive attitudes towards the advergame compared to the TV advertisement. Moreover, this mediation effect did not differ by children's age. Persuasion knowledge did not mediate the influence of the advertising format on pester intent since children's persuasion knowledge was not significantly related to pester intentions regardless of children's age.     

Motivating intention to take action on behalf of an out-group: implications for the use of advocacy messages in social marketing strategies

ABSTRACT

In psychological research, the Social Identity Theory has been used to explain people’s motivation to take action in support of causes predominantly with a focus on in-group action. This study takes up the call to extend the limited attention given to intent-to-act on behalf of an out-group. Our research investigates support for the legalisation of medical marijuana (an out-group) and concludes that message structure is critical to increasing the likelihood of intent-to-act in support of an out-group. Specifically, we show that messages delivered from a legitimate advocate for the issue will generate empathy towards those affected and anger towards the perceived injustice, motivating intent to take action. Social marketers, charged with engaging communities to support programmes targeted at disadvantaged minority groups within the population, will benefit from the results of this research.     

Dynamics of Stakeholders’ Implications in the Institutionalization of the CSR Field in France and in the United States

This study supports the idea that fields form around issues, and describes the roles of various stakeholders in the structuring, shaping, and legitimating of the emerging field of Corporate Social Responsibility (CSR). A model of the institutional history of the CSR field is outlined, of which a key stage is the appearance of CSR rating agencies as the significant players and Institutional Entrepreneurs of the field. We show to which extent the creation and further development of CSR rating agencies, and the activism of other significant stakeholders of the field (typically portrayed as “standard setters” and “regulatory agents”), contribute to the institutionalization of CSR. With this in mind, among various stakeholders that legitimate the field of CSR, we present the efforts of global and local stakeholders such as the European Union, the United Nations, the International Organization for Standardization, and governments and their interactions. We suggest that the different paths of CSR development and institutionalization in France and in the United States depend on the nature of local and global stakeholders’ involvement in this process and their interactions.     

Gender,fashion consumer group,need for touch and Korean apparel consumers' shopping channel preference

Shopping preferences are affected by the culture in which an individual grows up as well as by individual differences in consumers such as differences in gender, fashion leadership and need for touch. The current study examined the influence of consumers' need for touch and fashion leadership on preference for shopping outlets (e.g. touch and non‐touch shopping channels) between genders and within a particular culture. The purpose of this study was to examine gender, fashion consumer group, need for touch and Korean apparel consumers' shopping channel preference. Participants were a convenience sample of 262 Korean college students who were recruited in Changwon, South Korea. A questionnaire was compiled that included a request for demographic information, the Need For Touch scale, the Measure of Fashion Innovativeness and Opinion Leadership, and items assessing preference for touch and non‐touch shopping channels for clothing. Women and men did not differ in overall need for touch or instrumental need for touch. Fashion change agents and fashion followers did not differ in their preference for touch and non‐touch shopping channels. Preference for touch shopping channels was more greatly affected by variables such as need for touch, gender, and fashion innovativeness and opinion leadership than preference for non‐touch shopping channels. Preference for non‐touch shopping channels was virtually unaffected by the variables examined in the current study. Implications for theory and research are provided.     

Consumer Focus in Cross-National Research

This article points out the need for a consumer focus in cross-national research to aid multi-national marketers in developing relevant strategies and executions for each market. Two major constructs are discussed which reinforce the consumer focus. The first construct is “Life Style” research to gain a more human profile of consumers in a market. The underlying theory for “Life Style” research is presented and how the research has been done in over fourteen countries is described. The second major construct in this article are three analytic models for comparing consumers across markets. The three analytic models are (1) Shared cultural norms (2) Segmentation within cultures and (3) Correlates of usage. Illustrative findings of each model are presented.     

A different perspective on consumer engagement: exploring the experience of using health apps to support healthier food purchasing

ABSTRACT

Healthy food purchasing behaviour may be facilitated through the use of health apps if used for the necessary time period. However, little is known on the factors that influence the user experience and facilitate or impede their continued use. The purpose of the present research is to explore the lived experience of using a health app to support healthier food purchasing behaviour. Findings identify the presence of behaviour change motivation and anticipated effort levels as drivers of app engagement. It appeared that behavioural, cognitive and emotional dimensions of engagement may influence one another, driven by contextual influences, to simultaneously contribute to the intrinsic experience of engagement. The research makes practical and theoretical contributions to the consumer engagement literature and highlights the need to focus on understanding and capturing the specific engagement context to better understand engagement.