Putting ‘merchants of debt’ in their place: the political economy of retail banking and credit-based financialisation in Germany

Why did household debt in Germany not increase after the year 2000? This article offers a supply-side explanation for this deviant debt trajectory by tracing the historical evolution of retail banking in the German political economy. It argues that at the end of the 1990s and in the light of European Monetary Union, profitability issues and banking fragmentation became severe enough to interrupt the path towards credit-based financialisation as prevalent among other capitalist economies. These factors interacted with a traditional lack of tools and incentives for rapid credit expansion, even though they were renegotiated in the processes of financial liberalisation, internationalisation and innovation. By employing historical-qualitative as well as statistical evidence for the argument, the paper’s contribution becomes twofold. First, it introduces and conceptualises retail banking as a focal point in the analysis of national financial systems and their transformation. Second, it complicates the standard accounts of German non-financialisation and reveals the ‘contested’ character of financial reform.     

On the causes of increasing world poverty and inequality,or why the Matthew effect prevails

The purpose of this article is to analyse one of the very first European-level instances of trade union and social movement interaction in defence of the public sector, namely, the Coalition for Green and Social Procurement, an alliance of European trade unions and green and social non-governmental organisations (NGOs), and its campaign for an amendment of the new public procurement directives from 2000 to 2003. It will be examined to what extent this campaign was able to change the directives and counter neoliberal restructuring effectively as well as what the possibilities but also limits of trade union and social movement cooperation are as exemplified in this particular case study.     

Global Advertising Practices

Abstract

This empirical study of European, Japanese and U.S. multinational companies provides a cross-sectional investigation on the degree of standardization practiced in advertising strategy and message elements, objectives and types of content of standardized advertising and ways of using adapted strategy. Based on the sampled data, no statistical difference was found for any of the analyses at the 0.05 significance level. However, it can be concluded from the data that global marketers are moving toward standardization in their advertising. The contributions of this research can be significant for both academicians and practitioners. Managerial implications and future research directions were also provided.     

Effectiveness of Absurdity in Advertising Across Cultures

This paper examines the effect of absurd advertising on memory and persuasion across cultures. Drawing on Hofstede's cultural dimensions, it is hypothesized that the effect of absurdity on recall is culturally invariant, whereas the effect on attitude toward the ad is contingent on the recipients’ cultural orientation. The assumptions are tested using a between-subjects experimental design, in which we manipulated type of absurdity and used the cultural dimensions as blocking variables. Data was collected from 274 students in the United States, Germany, Russia, and China. We discuss theoretical and managerial implications of these findings as well as guidelines for further research.     

Examining Polish Market Mavens and Their Attitudes Toward Advertising

Abstract

In this paper, we offer some insights about Polish consumers with varying levels of general marketplace expertise, their role in diffusing product information, and their views of advertising. Market mavens are consumers who exhibit heightened interestin and knowledge about the marketplace. Because of their interest in communicating with others about the many aspects of the marketplace, these consumers can play an integral role for companies interested in diffusing marketing information. Our study results indicate that market mavens do indeed exist in Poland and they exhibit similar characteristics to market mavens identified in the U.S. They have more favorable attitudes toward advertising than other consumers. Additionally, they consider advertising as an important source of product and social image information. Although Polish mavens are less critical of advertising being misleading and confusing, they are concerned about advertising promoting materialistic values. Our findings imply that firms doing business in Poland would be well advised to target market mavens because they pay attention to advertising, have favorable attitudes toward advertising, and like to talk about marketplace phenomena with others.     

Advertainment

Abstract

This essay explores the issues implicated by entertainment vehicles created solely to spotlight specific advertisers. From the contemporary exemplar of this paradigm in the highly successful 1990-1998 “Sophisticated Taste” campaign for Taster's Choice(r) instant coffee, in which viewers watched the sparks fly between the characters of Tony and Sharon in a continuing series of ads that functioned as television programming across multiple media platforms, to the most recent incarnation in advergames, online computer games that promote brands, this study considers the nature and implications of perhaps the ultimate evolution of product placement and blurring of the lines between entertainment and commercial persuasion.     

Ads That Attack the Tobacco Industry: A Review and Recommendations

ABSTRACT

While traditional anti-tobacco social marketing campaigns have focused on prevention and cessation, a new breed of anti-tobacco message has arisen during the last decade, which focuses on attacking the tobacco industry and its tactics. This type of anti-tobacco program has been termed a tobacco industry manipulation campaign in the United States, where it was introduced in the early 1990s. The objective of a tobacco industry manipulation campaign is to point out negative traits of the tobacco industry, including manipulative marketing strategies and tactics. Evaluations of tobacco industry manipulation campaigns have found that these ads are effective in redirecting the guilt that smokers often feel, channeling it instead into anger at being manipulated. Guidelines are provided for how social marketers can incorporate this approach within their tobacco control campaigns.     

The Effectiveness of a Buzz Marketing Approach Compared to Traditional Advertising: An Exploration

Marketers are now willing to go anyplace they can find a captive audience to espouse the virtues of their products. The success of the “buzz” marketing approach is linked to the consumer being lured into doing the advertising by spreading the message to others. This study compares students’ responses to a traditional advertising and a buzz approach. Using a factor analysis to identify variables, the results show that subjects perceive a buzz approach to be more influential than a traditional advertising. However, they do not perceive a buzz approach to be authentic. This finding is consistent with practitioners’ argument that, although a buzz approach may be effective in the short-term, once consumers recognize its selling intent, the program may have a “boomerang effect.”     

Reforming the Taxation of Multijurisdictional Enterprises in Europe

In 2001, the European Commission proposed replacing the currentsystem of taxation of multinational companies by the taxationof a consolidated base, computed at the level of all the Europeanentities of a multinational enterprise, and then distributedfor taxation purposes among the various jurisdictions in whichthese entities operate, according to pre-established criteria.In this article, we propose a discussion, especially focusingon two related issues, the choice of the formula and the compositionof the consolidating area—either the entire European Union(EU) or some Member States within an Enhanced Cooperation Agreement—,as well as on their impact on the size and distribution of taxrevenue and economic activity, and on the intensity of tax competition.Our tentative policy conclusion is that the reform deservessupport provided that (i) the formula puts emphasis on criteriathat the firm may not too easily manipulate, (ii) the activitiesof the multijurisdictional enterprise are enough mobile, (iii)the consolidation is made compulsory within the consolidatingarea and (iv) the consolidating area protects its capacity toactually levy tax by adopting a crediting system vis-à-visthe rest of the world. (JEL code: H32, H73, H87)