Social marketing theory development goals: an agenda to drive change

ABSTRACT

Environmental, health, and social change is complex and frequently is framed as a problem(s) to be solved. This framing focuses effort on delivery of solutions designed to change systemic environmental, health, and social problems. Theory, an organising framework for effort, remains under-utilised in behavioural and social sciences. An individual psychological lens dominates and emphasis is placed on explaining and predicting individual behaviour and not behavioural change. It is time to break free and deliver frameworks that extend focus beyond individuals to all citizens, and apply new evaluation approaches that assess individual and structural changes. Ten Social Marketing Theory Development Goals (goals) categorised in three groups: (i) research design; (ii) building social marketing theory; and (iii) methodological innovation are outlined to assist social marketers to develop new ways of thinking that will deliver the theory and evidence base needed to outline what practitioners and policy makers should do to effect change.     

外部知识搜索对制造企业技术创新的影响——知识协奏能力的中介作用与创新意愿的调节作用

知识是企业技术创新的基础，企业不仅要搜索外部知识，还应具备知识协奏能力。基于知识基础理论和资源协奏理论，将外部知识搜索分为搜索宽度和搜索深度两个维度，探讨二者对企业技术创新的影响，并研究知识协奏能力的中介作用和创新意愿的调节作用。结果表明，搜索宽度和搜索深度均对知识协奏能力有显著正向影响，知识协奏能力对企业技术创新有显著正向影响，且知识协奏能力分别在搜索宽度、搜索深度与企业技术创新之间起部分中介作用。此外，创新意愿在知识协奏能力与企业技术创新之间起调节作用。结论揭示了外部知识搜索对企业技术创新的内在作用机理，可为制造企业知识协奏能力和技术创新水平提升提供理论支持。     

Routines and the sustainable lock-out of Moroccan oil refineries

For many years, researchers have tried to shed light into the black box of economic agents to investigate the mechanisms that guide their actions. Evolutionary economists have used the concept of ‘routines’ to explain why some firms are more innovative than others. The case study on French and Moroccan oil refineries presented in this paper suggests that this concept can also be used to explore differences in the way these firms manage health, safety, and environmental (HSE) issues. An improved understanding of firms' HSE behaviour allows policy-makers to design policies that can foster the emergence of strong HSE routines and substantially improve firms' HSE performance. Results show that, in spite of low HSE regulatory pressures in Morocco, Samir oil refineries operating in the Kingdom have developed an HSE management routine. A tabled presentation of the HSE management routine of Samir and of the French group Total allows us to compare the HSE behaviour of these firms, and to suggest how new routines could trigger a lock-out from the low HSE performance of Samir.     

School Quality, House Prices and Liquidity

This paper develops an empirical framework for taking into account the effects of endogenous liquidity on price capitalization estimates. Changes in school attendance zones in the East Baton Rouge Parish public school district provide a natural experiment for studying how changes in school characteristics affect house prices and liquidity. House price and selling time, or liquidity, are simultaneously determined in search markets. The empirical model exploits variation in the surrounding neighborhood market conditions pertinent to each house to identify the system of price and liquidity equations. The estimates are consistent with search-market theory in that liquidity absorbs part of the capitalization of school quality.

Travel queries on cities in the United States: Implications for search engine marketing for tourist destinations

Given the growing importance of search in online travel planning, marketers need to better understand the behavioural aspect of search engines use. Built upon a number of previous studies, the goal of this research is to identify patterns in online travel queries across tourist destinations. Utilizing transaction log files from a number of search engines, the analysis shows important patterns in the way travel queries are constructed as well as the commonalities and differences in travel queries about different cities in the United States. The ratio of travel queries among all queries about a specific city seems to associate with the “touristic” level of that city. Also, keywords in travelers' queries reflect their knowledge about the city and its competitors. This paper offers insights into the way tourism destinations are searched online as well as implications for search engine marketing for destinations.     

Offshoring and jobs: The myriad channels of influence

Offshoring reallocates jobs inside firms, between firms, and across sectors, affecting the economy-wide unemployment rate. We study these channels in a model with labor market frictions and two sectors—a differentiated-good sector comprising heterogeneous firms that can offshore, and a homogeneous-good sector. A decline in offshoring costs affects intrafirm and intrasectoral reallocation of jobs in the differentiated-good sector through a selection effect, a productivity effect, and a job-relocation effect. The key parameters determining the impact of offshoring on jobs at various margins, as well as on the economy-wide unemployment rate, are the elasticity of substitution between inputs, the elasticity of substitution between varieties of differentiated goods, and the elasticity of demand for differentiated goods as a whole. Changes in search frictions affect unemployment both directly and through their interaction with offshoring.     

Human resource strategy for the new ICT-driven business context

The influence of technology developments on the content and arrangement of work is a recurring theme in many publications. Advances in information and communication technology (ICT) are reshaping internal organizational design and necessitate new types of employee capabilities and behaviour. As will be illustrated, ICT developments create a heightened level of business and market dynamics. Arguably, these dynamics affect the required capabilities and behaviour of employees even more strongly. Similarly, the way businesses are operating, and customer, supplier and business partner relationships are formed, is also affected by the rapid ICT progress. Key drivers shaping the new business context will be addressed. This paper argues that the trends and developments illustrated necessitate revision of traditionally held beliefs and paradigms. Said revision has important implications for the strategy and management of human resources, whereby the focus on employee behaviour is crucial. Two key aspects of a human resource strategy will be discussed, identified as HR alignment and HR enablement. With the focus on employee behaviour, attention should be given to the organizational context, since this context determines employee behaviour. Said context is defined by organizational culture, management practices and various organizational structures and systems. In view of the necessary organizational change associated with the developments illustrated, the importance of consistency and coherence between the elements of the organizational context is stressed. Establishing change under conditions of consistency and coherence is therefore identified as a crucial organizational competence.     

Thinking and feeling on the World Wide Web: the impact of product type and time on World Wide Web advertising effectiveness

This article focuses on the effectiveness of banner advertisements.Drawing from theory on functional versus expressive products and wear in versus wear out it argues that product type and time are important factors in World Wide Web (WWW) advertising. The results from a large empirical study are reported and show that responses to banner advertisements differ between functional and expressive products and over time. Functional product banner advertisements have higher initial click-throughs that quickly deteriorate and they have no effect through advertisement impressions. Expressive products need time to wear in as both click-through rates and positive brand attitudes from advertisement impressions increase with repeated exposures. These differences in consumer response are conceptualized as thinking and feeling on the WWW,thereby providing important implications for advertisers.     

Loyalty to supervisor and trust in supervisor of workers in Chinese joint ventures: a test of two competing models

This study examines the factors affecting joint venture employees' loyalty to supervisor in the People's Republic of China. The trust framework and justice framework are employed to develop two competing models for studying the antecedents and consequences of loyalty to supervisor in the context of Chinese joint ventures. The direct effect model proposes that there is a direct effect of employees' perception of interactional justice and of trust in supervisor on their loyalty to supervisor, while the mediation model considers trust in supervisor as a mediating variable between interactional justice and loyalty to supervisor. Additionally, the two models suggest that loyalty to supervisor affects the in-role job performance and organizational citizenship behaviour of workers. The results showed that the mediation model was better supported than the direct effect model. It has been found that trust in supervisor mediates the relationships between interactional justice and loyalty to supervisor. In addition, loyalty to supervisor has significant effects on both employees' performance and organizational citizenship behaviour. Practically, the findings of the present study provide considerable implications for managing Chinese workers in joint ventures.     

组织公民行为和反生产行为前因变量的对比研究

组织公民行为指有益于组织,但在组织正式的薪酬体系中尚未得到明确或直接确认的行为。反生产行为是指从组织角度来看,员工有意违背所在组织合法利益的任何行为。作为组织环境下性质截然不同的两种个体行为,已引起国内外众多学者的研究兴趣。本文拟对组织公民行为和反生产行为的研究进行文献回顾,综合对比分析两者前因变量的异同,展望未来该领域的研究重点,以期为管理实践提供参考依据。