The Impact of Cause-Related Marketing on Millennials’ Product Attitudes and Purchase Intentions

This study, using scenarios, examined the impact of two kinds of cause-related marketing (CRM) efforts (a traditional donation of a portion of sales to a related cause and a more strategic one-for-one donation of donating a product to a related cause when that product was purchased) on millennials’ (those born between 1982 and 2000) attitudes and purchase intentions for four different consumer product categories. The four different consumer product categories selected included a specialty good (laptop), a shopping good (hat), a convenience good (bottled water), and a service (food restaurant). Given the importance of social media to millennials, this research also examined the role of social media on CRM awareness. While millennials had relatively low awareness of CRM campaigns, there was a positive correlation between social media use and CRM awareness. Additionally, CRM efforts may not work for all products as there was no impact on attitude or purchase intention for the product category of laptops. Additionally, the positive attitudes created by marketers’ CRM efforts will not always translate to increased purchase intentions. The use of a strategic one-for-one CRM effort though had a greater impact, specifically for products that deal with needed fundamentals, such as food and water.     

The Effect of Sales Force Adoption on New Product Selling Performance

Although several studies have suggested that the sales force is a major contributing factor to new product success, few studies have focused on new product adoption by the sales force, particularly with respect to its relationship with selling performance. The present article presents empirical evidence on the impact of sales force adoption on selling performance. We defined sales force adoption as the combination of the degree to which salespeople accept and internalize the goals of the new product (i.e., commitment) and the extent to which they work hard to achieve those goals (i.e., effort). It was hypothesized that the impact of sales force adoption on selling performance will be contingent on supervisory factors (sales controls, internal marketing of the new product, training, trust, and supervisor's field attention), and market volatility. Therefore, this article also provides evidence of the conditions under which sales force adoption of a new product is more or less effective in engendering successful selling performance. The hypothesized relationships were tested with data provided by 97 high technology firms from The Netherlands. The results show that sales force adoption is positively related to selling performance. This finding suggests that salespeople who simultaneously exhibit commitment and effort will achieve higher levels of new product selling performance. Outcome based control, internal marketing and market volatility are also positively related to new product selling performance. The effect of sales force adoption on selling performance is stronger where outcome based control is used and where the firm provides information on the background of the new product to salespeople through internal marketing. Training and field attention weaken the adoption‐performance linkage. These findings may indicate that salespeople in The Netherlands interpret training as “micromanaging” and field attention as “looking over their shoulder.” We conclude with implications of our study for research and managerial practice.     

Enforcement and Good Corporate Governance in Developing Countries and Transition Economies

More than regulations, laws on the books, or voluntary codes,enforcement is key to creating an effective business environmentand good corporate governance, at least in developing countriesand transition economies. A framework is presented to help explainenforcement, the impact on corporate governance when rules arenot enforced, and what can be done to improve corporate governancein weak enforcement environments. The limited empirical evidencesuggests that private enforcement tools are often more effectivethan public tools. However, some public enforcement is necessary,and private enforcement mechanisms often require public lawsto function. Private initiatives are often also taken underthe threat of legislation or regulation, although in some countriesbottom-up, private-led initiatives preceded and even shapedpublic laws. Concentrated ownership aligns incentives and encouragesmonitoring, but it weakens other corporate governance mechanismsand can impose significant costs. Various steps can be takento reduce these costs and reinforce other corporate governancemechanisms. But political economy constraints, resulting fromthe intermingling of business and politics, often prevent improvementsin the enforcement environment and the adoption and implementationof public laws.      

Human Capital Externalities and Proximity: Evidence from Repeated Cross-Sectional Data

Summary  Does schooling generate social returns in excess of the private returns captured by the individual who makes the human capital investment? As a strategy to detect human capital externalities I use Dutch survey data to estimate the impact of the average human capital stock in a region on individual wages, considering regional human capital as a local public good. Indeed, the regional fraction of high-skilled workers or the region’s average educational attainment appears with a positive and statistically significant coefficient in an augmented Mincer specification. However, the impact on individual wages completely vanishes when the firm’s human capital stock is included as an additional control. This may suggest that human capital externalities predominate within firms, though alternative explanations, in particular selection of high-skilled workers in high-productive companies and imperfect substitutability across skill groups, cannot be ruled out. I would like to thank two referees, Nicole Bosch, Theo van de Klundert, Pierre Koning, Rob Luginbuhl, Mauro Mastrogiacomo, Gabriela Schütz, Wouter Vermeulen, Dinand Webbink and seminar participants at the Enterprise and Industry Directorate-General of the European Commission, the NAKE Research Day 2007, the 64th Congress of the International Institute of Public Finance, and the CPB Netherlands Bureau for Economic Policy Analysis for helpful comments, and Joke Goes, Jelte Haagsma and Judith Hoeben for their help with the data. Views expressed are my own, and do not necessarily reflect official positions of the European Commission or the CPB Netherlands Bureau for Economic Policy Analysis.     

Dynamics of regional unemployment rates in Brazil: Fractional behavior,structural breaks,and Markov switching

This paper investigates unemployment dynamics in Brazil and in its major metropolitan regions using a fractional integration model. Aspects regarding structural breaks and regime switches are discussed as well. To do that, the methods proposed by Hassler and Meller (2009) and Tsay and Härdle (2009) are used. The major results indicate that unemployment rates have two different levels of persistence. The first one is nonstationary whereas the second one is nonstationary but mean-reverting. Based on these findings, the convergence hypothesis of regional unemployment rates was tested. Following the fractional stochastic convergence criterion put forward by Mello and Guimaraes-Filho (2007), it was concluded that regional unemployment rates are convergent.     

Agri-Environmental Program Compliance in a Heterogeneous Landscape

Heterogeneity of agricultural landscapes may necessitate the use of spatially targeted instruments. But costly enforcement may be needed to ensure compliance with these policies. This paper examines the design of agri-environmental policies designed to achieve reductions in fertilizer application rates and installation of riparian buffers through the use of incentive-based instruments. We derive monitoring strategies capable of ensuring perfect compliance from risk neutral farmers given realistic limits on penalties for non-compliance. We then apply that framework empirically using a parametric model reflecting Finnish agricultural and environmental conditions. The results of our simulations indicate that subsidies for installing and maintaining buffer strips, used alone, are the most cost effective means of reducing nitrogen runoff from crop production. This policy is also the most attractive politically, in that it reduces farm income less than the alternatives considered.     

Stackelberg leadership and transfers in private provision of public goods

We consider transfers in a Stackelberg game of private provision of a public good. It turns out that the agent who is the follower in the process of making voluntary contributions to a public good may have an incentive to make monetary transfers to the Stackelberg leader even in a situation where neither has a comparative advantage in making contributions to the public good. The Stackelberg leader is willing to accept such transfers if the actual contribution game is fully non-cooperative because the transfer generates a Pareto superior outcome. If the contributions in the Stackelberg equilibrium is the threat point of a possible cooperative Nash bargaining game, the Stackelberg leader will refuse to accept the transfer if she can. Received: 30 June 1995 / Accepted: 18 February 1997     

Trade integration in the twentieth century: What does Belgian history tell us?

Trade Integration in the Twentieth Century: What Does Belgian History Tell Us? — This paper studies globalization, protection and the impact of regional trading blocs in the twentieth century. The authors take the perspective of a small open core country in Europe. Using a gravity approach, it can be shown that trade integration in Europe followed a U-shaped pattern during the last hundred years. Moreover, the similarity between the gold standard and the current period is striking. Finally, evidence is found of a strong EC effect, in particular among EC6 countries.