Parrèsiastic Stakeholders: A Different Approach to Ethical Institutions

Are we really in need of (new) ethical institutions that regulate and control the ethical quality of corporate behavior? The various scandals (Enron, WorldOnline, Ahold) prove that ethical institutions, as well as deontological codes, public social commitments, social annual reports directly linked to financial overviews, are not enough to prevent fraud, corruption or bribery. Does the existence of those institutions partly provoke and legitimize the unbridled and immense power of organizational and CEO-(non-ethical) behavior and window-dressing? Do we need more separate ethical institutions? Is it possible to outsource the competence of an ethical corporate and personal moral responsibility to another, separate institution? Do people and corporations still feel the confrontation with moral dilemmas with the institutionalizing of a part of that responsibility to an anonymous body? And won't this ethical control lead to a further alienation of the micro level personal responsibility to the macro performance of the market and organizations? This article focuses on the counterpart of the institution: tomorrow's stakeholder. The stakeholder of tomorrow (the manager, the CEO, the consumer, the employee, the civil servant...) embodies the complexity of the multi-paradigmatic business ethics debate. Two aspects of tomorrow's stakeholders' presence will be discussed: their moral attitude and emancipative communication.     

Marketing for Public Organizations

The role of marketing for public organizations has received limited attention in the academic or management literature.     

Work-to-family enrichment and gender inequalities in eight European countries

Abstract

All social roles have positive and rewarding as well as negative/problematic aspects. Research on the work–family interface has predominantly focused on conflicting roles. In contrast, this paper extends research on work–family enrichment (WFE), a positive aspect of work and gender differences in WFE in a cross-national context. Drawing upon social role theory and the culture sensitive theory on work–family enrichment, we examined gender differences in experiences of developmental WFE in a sample of service sector employees in eight European countries. In line with traditional gender roles, women reported more WFE than men. The relationship was moderated by both an objective and subjective measure of gender egalitarianism but in the opposite direction as hypothesized. The gender gap in WFE was larger in more gender-egalitarian countries, where women may be better able to transfer resources from the work domain to benefit their family role than in low egalitarian societies. National differences in labour market factors, family models and the public discourse on work–life balance mainly explain the unanticipated findings.     

Bank selection and share of wallet among SMEs: Apparent differences between Hong Kong and Australia

This paper examines the factors that small- to medium-sized enterprises (SMEs) in Hong Kong consider when selecting a banking partner, and the extent to which they use different banks (share of wallet). The findings are contrasted with those from another study of Australian business. The results show that firms in both countries view a bank's willingness to accommodate their banking and credit needs as being important. Hong Kong firms appear to give this factor higher priority when making their bank selection, while Australian firms appear to place higher emphasis on long-term relationships. Australian firms appear to have a more stable relationship with their primary bank as compared to the firms in Hong Kong where switching behaviours are found to be common. While ‘guanxi’ is often seen as critical in maintaining a business relationship in the Asian context, this study suggests it has limited impact for SMEs in Hong Kong in increasing share of wallet. The findings offer marketing implications for banks that are operating, or are planning to operate, business banking in both places.     

‘Retweet for a Chance to…’: an analysis of what triggers consumers to engage in seeded eWOM on Twitter

Twitter provides an important channel for brands to seed electronic word of mouth (eWOM) by followers retweeting brand messages, but prior research has not established a theoretical framework for how brands can maximise eWOM. This study presents and tests a theoretical model incorporating interactive, textual and visual tweet features to predict eWOM, using tweets by leading brands from three industries. Industry was found to be an important moderator of the effect of tweet features; after controlling for the reach and frequency of tweets, hashtags, retweet requests and photos were consistently associated with a higher retweet rate across industries, but the effect of URL links, non-initial mentions and video varied across industries, in some cases decreasing the retweet rate. Implications for research and practice are discussed.     

Determinants of customer loyalty and share of wallet in retail banking

Previous research has investigated the determinants and consequences of customer loyalty, but, in banking, a critical measure largely neglected in previous studies is the customer's ‘share of wallet’. This study, based on a survey of 1,924 retail banking customers, suggests that a large proportion of the variance in stated behavioural intentions can be predicted, in particular, by customers' attitude measures. More importantly, the study shows that a substantial amount of the variance in share of wallet can be predicted, allowing banks to identify and focus on customer segments where there is most potential for growth. In recognition of the fact that dissatisfied customers are a distinct segment, the study models actual behaviour in terms of share of wallet for dissatisfied customers. Implications for research and for business are discussed.     

Competing Voices: Marketing and Counter-Marketing Alcohol on Twitter

Excessive alcohol consumption constitutes a global health problem, and despite increasing efforts to promote safe drinking, spending on alcohol advertising far outweighs spending on safe-drinking messages. Twitter represents a new channel for social marketing, but its use to promote safe drinking has not been examined. In this study, six Twitter accounts maintained by advocates of safe drinking and/or abstinence were compared with six accounts maintained by alcohol companies using a mixed-method design. The Twitter accounts of alcohol companies were followed by more people, and their tweets were more likely to use interactive features such as hashtags, to be forwarded to others, and to be associated with positive stimuli, suggesting greater interactivity and influence than prohealth Twitter messages. The results suggest social marketers may benefit from adopting the practices of for-profit marketers to increase the visibility of, engagement with, and influence of their tweets.     

No Dead Air! The iPod and the Culture of Mobile Listening

Two current contradictory trends in Britain are (a) increased interest in the integration of work and personal life, including leisure – often termed work‐life balance and (b) blurred work non‐work boundaries. This paper explores a number of explanations for the apparent dominance of paid work in many people's lives and considers whether postindustrial work is becoming indistinguishable from leisure, as an activity of choice and source of enjoyment. Long working hours among workers with most autonomy are often explained in terms of personal choice, but it is argued here that this neglects the gendered, societal and organisational constraints on choice, identity and perceived obligations. The paper concludes that post industrial work cannot simply be considered ‘the new leisure’, but that the relative blurring of the boundaries between work and leisure do pose some important questions for the future. The issues are illustrated by qualitative data from a study of working patterns among Chartered Accountants.     

A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects

Word-of-mouth has been shown to differ across cultures but the extent to which these differences extend to the online environment has not been investigated. This study examines the content of 5993 discussion postings to U.S.- and China-based discussion boards during two 90-day periods in 2004 and 2005. The results show significant differences in the behavior of participants on the different discussion boards; those on the China-based discussion boards engaged in higher levels of information-seeking than their U.S. counterparts, and lower levels of information-giving. Participants on the Chinese discussion boards also engaged in significantly higher (and increasing) levels of discussion regarding the Country-of-Origin (CoO) of products. This first study of cross-cultural differences in CoO effects online revealed an important extension to previous offline studies of CoO effects, finding strong negative CoO effects which appeared to be largely independent of product quality, relating instead to nationally based animosity towards the CoO.