Internet-Based Relationship Marketing: A Sub-Saharan African Perspective

Establishing, maintaining, and enhancing relationships over the Internet have progressively gained global attention. Nevertheless, the dawn of this modernization draws many theoretical debates and practical concerns, some of which have received little research attention, especially within the Sub-Saharan region of Africa. On this premise, we explored the contemporary practice, challenges, and benefits of Internet-based relationship marketing (RM) within the Ghanaian telecommunication industry. Expert interviews with 12 employees from four telecommunication firms elicited a wealth of experiential data analyzed thematically to understand the practice, challenges, and emerging benefits of Internet-based RM. Our findings suggest that issues of privacy concerns, erosion of face-to-face communication, and the tendency of unsolicited communication do not necessarily militate Internet-based RM within the Ghanaian telecommunication industry. We also identified emerging benefits, including online “virality,” a discovery environment, and improved firm reputation. We suggest enhancing online personalization through empathy, creating value with analytic information and managerial openness, and supporting enhanced knowledge development within the area. Directions for future studies include the possibility of comparative studies across service industries and examining the role of content marketing in Internet-based relationships. The challenge of exploring Internet-based RM was similar to hitting a moving target, as the use of the Internet for relationship marketing activities is constantly evolving. Additionally, our findings and conclusion are confined to the knowledge contribution of the experts interviewed. As one of the few studies within the Sub-Saharan region, we expand contributions from the Sub-Saharan domain. The findings of this study also bring to light new insights for establishing, maintaining, and enhancing Internet-based relationships.     

Reaching Goals and Doing Good: Exploring Consumer Responses to Meaningful Advertisements

The purpose of this study is to investigate how consumers respond to meaningful advertisements, which promote products or brands by portraying moral virtues and life meaning. The authors present findings of an online survey in which participants reported their responses to two meaningful advertisements. A conceptual model was proposed and tested based on the survey data. Results demonstrated that when viewing meaningful advertisements participants' perceptions of meaningfulness positively influenced their feelings of elevation, which leaded to favorable attitudes towards the advertisement and brand. Empathy served as a moderator in the conceptual model. Participants who felt low empathy actually experienced stronger feelings of elevation. This study presents how consumers respond to portrayals of moral virtues and life meaning in advertisements. It contributes to the literature of advertising by demonstrating that the emotion of elevation benefits advertising effectiveness. It has significant implications to advertising professionals as well.     

EXCHANGE RATE TARGET ZONES: A SURVEY OF THE LITERATURE

This work selectively reviews the literature on exchange rate target zones and their theoretical and empirical methodologies and examines whether they can be used to clarify to what extent this type of exchange rate regime could contribute to greater exchange rate stability. We discuss the main contributions of the first and second generations of exchange rate target zone models. In an attempt to reconcile the poor empirical performance of the Krugman model with the reality of exchange rate target zone regimes, this line of research integrates target zones with alternative underlying economic models, such as imperfect credibility, intra‐marginal interventions and sticky price models. It was thus possible to understand the correlations observed between the exchange rate, its fundamentals determinants and the interest rate differential, and to explain the fact that the statistical distribution of the exchange rate is hump shaped rather than U shaped. This implies that the initial emphasis of target zone models on nonlinearities, ‘honeymoon effect’, ‘smooth pasting’ and marginal interventions has vanished. Exchange rate target zones are better described as similar to managed floating regimes with intra‐marginal interventions, with some marginal interventions when the exchange rate reaches the edges of the floating band.     

Franchising in African markets: Motivations and challenges from a Sub‐Saharan African country perspective

The purpose of this article is to explore and understand the motivations and challenges of franchising in an African economy. While interest in franchising is increasing in African markets, there is a paucity of research on franchising from the perspective of local African firms participating in these international relationships. The motivations and challenges of franchising from the perspective of African businesses have not been largely investigated so far. Using in‐depth interviews, we allow motivations and challenges at play to emerge. Convenient and snowball sampling techniques were used for choosing the unit of analysis, which resulted in four respondent firms. A thematic approach was adopted for analyzing the data from the field. Support services, brand name, and franchisor's experience are identified to be the motivations for franchising. Financial assistance from the franchisor, demand, and competition also play a key role in an African firm's decision to franchise. Legal constraints and infrastructure constraints were the key challenges faced by franchisees in Ghana. The findings of this study may hold for franchisees in other African markets. However, contextual differences may be considered in the application of these findings.     

Spatial and Racial Patterning of Real Estate Broker Listings in New York City

It has been well documented that Black homeseekers face discrimination in the housing market in the form of racial steering and other institutional policies and practices that are critical in limiting housing access. Less is known about the mechanisms that operate on the other side of real estate transactions to perpetuate racially segregated neighborhoods. We investigated whether White and Black brokers face segregation in the housing market. That is, to what extent do White and Black brokers differentially market property listings in neighborhoods of varying racial composition? Using real estate listings extracted from the websites of two of the largest New York City real estate brokerages, we examined whether Black and White brokers market properties primarily in Black and White neighborhoods, respectively; and whether, controlling for gender and experience level, Black brokers had a lower average price per square foot than White brokers. Results showed that Black brokers overwhelmingly marketed properties in Black neighborhoods, with fewer listings in White areas. Black brokers also marketed properties with an average price per square foot that was $197 lower than White brokers. Black brokers who worked in offices in Black neighborhoods had the lowest asking price of all brokers. Taken together, Black and White real estate brokers control a bifurcated market in NYC, perpetuating residential segregation and Black–White income and wealth disparities.     

Strategische Steuerung der betrieblichen Gesundheitsförderung mit Strategy Maps

Zusammenfassung  Der vorliegende Beitrag widmet sich der Steuerung und Bewertung von Ma?nahmen der betrieblichen Gesundheitsf?rderung. Gesellschaftliche Ver?nderungen wie bspw. die Globalisierung oder der demografische Wandel führen dazu, dass die Gesundheit der Mitarbeiter in vielen Bereichen zu einem Engpassfaktor der Leistungserstellung geworden ist. Eine zentrale Rolle zur gezielten unternehmerischen Beeinflussung der personellen Ressourcen eines Unternehmens und damit auch der Gesundheit der Mitarbeiter spielt das Wissen über Ursache-Wirkungsbeziehungen im Bereich der betrieblichen Gesundheitsf?rderung und deren Einfluss auf den Erfolg der Leistungserstellung. Zur gezielten Steuerung der betrieblichen Gesundheitsf?rderung wird ein Rahmenkonzept vorgestellt, das aus der Logik der Balanced Scorecard und Strategy Maps abgeleitet wird und auf Ursache-Wirkungsbeziehungen basiert.

The influence of life satisfaction on nostalgic advertising and attitude toward a brand

Nostalgic advertising has become a popular means for advertisers to reach their consumers. A viewer's life satisfaction is an important factor that may influence the effect of nostalgic advertising. Positive life satisfaction is an important determinant of nostalgic advertising receptivity. Thus, the present study builds a model for the relationships among life satisfaction, nostalgic advertising, emotional response toward a brand, ad attitude and purchase intention. Life satisfaction was identified as an antecedent variable for evoked nostalgia. In addition, emotional response to the advertised brand was shown to be an important predictor of purchase intent. The findings provide insightful implications for marketers and advertisers by identifying meaningful relationships between life satisfaction and nostalgic advertising.     

The Business Value of Process Flexibility

Promising to cope with increasing demand variety and uncertainty, flexibility in general and process flexibility in particular are becoming ever more desired corporate capabilities. During the last years, the business process management and the production/operations management communities have proposed numerous approaches that investigate how to valuate and determine an appropriate level of process flexibility. Most of these approaches are very restrictive regarding their application domain, neglect characteristics of the involved processes and outputs other than demand and capacity, and do not conduct a thorough economic analysis of process flexibility. Against this backdrop, the authors propose an optimization model that determines an appropriate level of process flexibility in line with the principles of value-based business process management. The model includes demand uncertainty, variability, criticality, and similarity as process characteristics. The paper also reports on the insights gained from applying the optimization model to the coverage switching processes of an insurance broker pool company.