The authors propose a framework to integrate virtue ethics into marketing theory and apply it to the development of marketing strategies. Virtue ethics, a philosophy that focuses on an individual's moral character, has received limited attention from marketing scholars and researchers. The authors argue that without consideration of virtue ethics a comprehensive analysis of the ethical character of marketing decision makers and their strategies cannot be achieved. They provide an overview of virtue ethics supplemented by a (...) case study of The Body Shop, International to demonstrate how evaluation of the ethics of corporate executives and their marketing strategies is completed by virtue ethics. (shrink)

Companies that use online group-buying to get new business expansion opportunities at a price advantage are failing. Therefore, there is a need to develop new marketing strategies for group-buying companies to achieve market share and consumer favor. Given that consumers are society members, we used the social interaction theory to investigate the combination of factors that stimulate consumers’ purchase intentions. Fuzzy-set Qualitative Comparative Analysis was performed to evaluate different strategy configurations of social interaction elements, perceived quality, benefits and (...) trust to promote purchase decisions from 406 group-buying consumer questionnaires. We revealed four pathways with different configurations that can prompt consumers to make group-buying decisions: information strategy, Word-of-Mouth strategy, sense of community strategy, as well as combining Word-of-Mouth and sense of community strategy. These strategies provide viable approaches through which group-buying companies can rationally use marketing programs to promote consumers’ purchase intentions. (shrink)

Research based on the behavioral theory of the firm (BTOF) argues that firms will actively adopt strategic actions to respond to performance that falls below aspirations, that is performance shortfalls. However, most previous studies have focused on market-related strategic actions, paying less attention to the impact of performance shortfalls on non-market-related strategic actions, especially corporate social responsibility (CSR) and corporate social irresponsibility (CSI). In this study, we propose that firms facing performance shortfalls are likely to reduce CSR levels and increase (...) CSI levels. In addition, we also propose that board characteristics (board size, board age and board tenure) have a significant moderating effect on the above relationship. Empirical analyses based on an unbalanced panel data of China's listed firms from 2010 to 2018 show that our arguments are largely supported. (shrink)

Female customers are an important market for fitness centers. This study aims to examine successful fitness training health models used by female fitness clubs. A case study approach and the interview method were used to collect data regarding the marketing strategies of female fitness clubs. Purposive sampling was employed to select executives working at the headquarters of a female-only gym, and semi-structured interviews were conducted to provide a context for fitness behaviors and to discuss the business’ marketing mix. (...) Six managers at Curves across six different positions were interviewed. This study found that Curves’ most significant difference compared to other private fitness clubs is that it makes women feel comfortable. Through charitable activities combined with promotions, women feel as if the gym empathizes with them. This study is unique in that it is one of the first studies to explore the business model of the female fitness club. In particular, this research suggests that sports organizations should focus their services strategies on female exercise demands. The findings of this study will support the development of marketing strategies to promote the growth of women’s health as a priority within the fitness industry. (shrink)

Whoever enters a food store in Switzerland, nowadays, most probably passes by a conspicuous crate for depositing empty glass containers for Toni yogurts. But who actually would know that the story behind the recyclable glass containers is one of the most interesting and informative cases, where one company successfully integrated ecological considerations of society-at-large into their company's marketing strategy, making it eventually a great business success. It is an encouraging story for those who are trying to find ways (...) to include a sense of social responsibility into company policies without calling for more state intervention to bring it about. It is a sobering story at the same time, leaving little doubt, that there are no easy and undisputed solutions for complex and ambiguous problems. (shrink)

Non-profit (NP) organizations present complex challenges in managing stakeholder relationships, particularly during times of environmental change. This places a premium on knowing which stakeholders really matter if an effective relationship marketing strategy is to be developed. This article presents the successful application of a model, which combines Mitchell’s theory of stakeholder saliency and Coviello’s framework of contemporary marketing practices in a leading NP organization in the U.K. A cooperative enquiry approach is used to explore stakeholder relationships, dominant (...) marketing practices, and to surface differing perceptions about the organization’s marketing strategy. Resolving these differences sets the scene for developing choices in marketing strategy for the future. (shrink)

Mankind’s research on marketing has a history of hundreds of years, and it has been fruitful in continuous summary and research. Now the theory of marketing has gradually penetrated into the minds of every company and even individual. A successful marketing strategy is the inevitable result of scientific planning and effective implementation. However, the current marketing strategy has gradually failed to meet the needs of corporates. In order to find the best solution for corporate (...) marketing strategy, we built a simulation environment based on mobile computing and machine learning and compared the differences by simulating several companies of the same size in this city. The results of the study found that intelligent marketing based on machine learning is more suitable for enterprises than general marketing strategies. The efficiency of enterprises has increased by about 20%, and the income of enterprises has increased by more than 30% compared with traditional marketing strategies. This shows that the intelligent marketing strategy based on mobile computing and machine learning to build a simulated environment plays an extremely important role in the peculiarities. (shrink)

Firms that wish to be morally responsible in providing products that meet a high standard of safety may face problems competing against firms that make unsafe products and sell these products at cheap prices; these problems may be compounded when consumers do not accurately process information about safety and risk. This paper presents a conceptual argument that the tort system may serve to promulgate information which makes it feasible for firms to market safe products even in the face of these (...) competitive obstacles.To corroborate the conceptual argument, the paper presents the results of an experimental study about the impact of negligence liability information on consumer product safety evaluation. The results show that provision of negligence information heightens consumer concern for safety and firms' ethical behavior, and increases the proportion of consumer choices in favors of the brands sold by manufacturers with a favorable track record for quality. More importantly, they indicate that provision of negligence information reduces the likelihood that brands which conform to inferior safety standards will be chosen by consumers who care about safety standards. (shrink)

The Anglican Church of Kenya (ACK) is the oldest church in Kenya and the largest protestant denomination in the country. Since religions were liberalized after the attainment of political independence in AD 1964, the church has experienced declining congregations due to the registration of new denominations, especially the Pentecostal ones. The decline has been noticeable from the beginning of the 21st Century but there are no reports of strategies to resolve the phenomenon. Since congregation members are the customers for a (...) church, the declining phenomenon indicates a marketing problem that requires a marketing strategy. This research investigated how the ACK is operationalizing a marketing strategy and its influence on its sustainability. The ACK operates on standardized structures and a diocese is the highest independent unit. This research was conducted in the diocese of Kirinyaga as the unit of analysis with Wanguru Archdeaconry as the unit of observation. The independent variables were the elements of the marketing mix, namely Product, Promotion, Position and Price strategies while the dependent variable was the church sustainability. Data collection involved 308 participants drawn from the 19 parishes in the Wanguru archdeaconry and included the church leadership and the congregation members. The research instruments were a semi-structured questionnaire and interviews. For the Product variable, the research applied the Maslow Hierarchy of needs theory while for the promotion variable, it was the AIDA Model (Attention, Interest, Desire and Action). For the positioning strategy, the Segmentation, Targeting and Positioning (STP) Model was applied while the Value-Based Pricing theory was used for the price strategy. For church sustainability, the research applied the Triple Bottom Line model. Data analysis was conducted using Structural Package for Social Sciences (SPSS). The results indicated that the ACK has not operationalized an effective marketing strategy for while the Gospel as the marketing product of the church was highly rated, there were low scores for Promotion, Position and Price strategies. (shrink)

It is easier to resist at the beginning than at the end.– Leonardo da VinciPhysicians often believe that a conscious commitment to ethical behavior and professionalism will protect them from industry influence. Despite increasing concern over the extent of physician-industry relationships, physicians usually fail to recognize the nature and impact of subconscious and unintentional biases on therapeutic decision-making. Pharmaceutical and medical device companies, however, routinely demonstrate their knowledge of social psychology processes on behavior and apply these principles to their (...) class='Hi'>marketing. To illustrate how pharmaceutical marketing strategies use psychological techniques to promote targeted therapies, we draw on the relevant social psychology literature on conflicts of interest and on the six principles of influence articulated by the eminent social psychologist Robert Cialdini. Hospitals, professional organizations, medical educators, and other stakeholders must also draw on social psychology to respond effectively to commercial activities that compromise good medical practice. (shrink)

Pharmaceutical and medical device companies apply social psychology to influence physicians' prescribing behavior and decision making. Physicians fail to recognize their vulnerability to commercial influences due to self-serving bias, rationalization, and cognitive dissonance. Professionalism offers little protection; even the most conscious and genuine commitment to ethical behavior cannot eliminate unintentional, subconscious bias. Six principles of influence — reciprocation, commitment, social proof, liking, authority, and scarcity — are key to the industry's routine marketing strategies, which rely on the illusion that (...) the industry is a generous avuncular partner to physicians. In order to resist industry influence, physicians must accept that they are vulnerable to subconscious bias and have both the motivation and means to resist industry influence. A culture in which accepting industry gifts engenders shame rather than gratitude will reduce conflicts of interest. If greater academic prestige accrues to distant rather than close relationships with industry, then a new social norm may emerge that promotes patient care and scientific integrity. In addition to educating faculty and students about the social psychology underlying sophisticated but potentially manipulative marketing and about how to resist it, academic medical institutions should develop strong organizational policies to counteract the medical profession's improper dependence on industry. (shrink)

In the earlier literature the importance of public policies and regulatory changes to firm performance and competitive position has been well established (e.g., Bonardi, 2004). However, little research has been done on the dynamics of this relationship. In this paper, we examine how and why regulatory changes can affect on the evolution of market and nonmarket strategies of a firm. We use a longitudinal case study on Finnish retail industry to illustrate the interactions between regulatory change, strategic responses and firm (...) performance. (shrink)

This study investigates how e-business capabilities and digital marketing strategies jointly influence business performance in the e-commerce industry, which has experienced unprecedented growth driven by technological advancements and changing consumer behavior. E-business capabilities encompass the use of technology and digital infrastructure, while digital marketing strategies are employed to attract and retain online customers. The study examines the effect of e-business capabilities through digital marketing strategies on the customer satisfaction and loyalty of UAE e-commerce industry. The research is (...) descriptive and explanatory, and uses a structured 5-scale Likert questionnaire to collect data from the HR managers of 135 e-commerce companies based in UAE. The statistical analysis is performed using structural equation modeling. The findings highlight the significant relationship of the study variables. Consequently, the results of this study provide valuable insights for e-commerce businesses, elucidating the need to invest in robust e-business capabilities to support effective digital marketing efforts. Additionally, the research underscores the significance of tailoring digital marketing strategies to align with specific business objectives and customer segments. The study also contributes to the literature on digital transformation, by demonstrating how e-business capabilities and digital marketing strategies can enable e-commerce firms to adapt and thrive in the dynamic and competitive digital environment. (shrink)

Considering the growing interest of marketers to communicate with ethnic minority groups in an increasingly more diverse society and the limited empirical work on ethnic minorities as consumers, this study aims to explore the way in which ethnic marketing practices are perceived by both practitioners and ethnic minority consumers in Flanders. By means of structured in-depth interviews the opportunities and limitations of ethnic marketing in a small, though multi-ethnic, society are evaluated. On the one hand, the study shows (...) that young adults with ethnic origins feel particularly positive about their recognition and inclusion as a ‘new’ target group in the market. On the other, both practitioners and ethnic minority consumers articulate their reservations about the economic benefits, the social impact and desirability of adjustments in advertising messages in order to target ethnic minority consumers. (shrink)

This article contains an abstract of Dr. Sanjay Patnaik’s dissertation as well as a commentary essay on the research process in the appendix. In his dissertation, Dr. Patnaik examines the importance of the non-market environment for firm strategy and performance within the context of newly introduced regulations for greenhouse gases in Europe. The dissertation abstract contains a description of each dissertation chapter, including research questions, methodologies, and results. The commentary essay describes the author’s perspective on conducting research as an (...) emerging scholar. (shrink)

This conceptual article examines the relationship between marketing and sustainability through the dual lenses of anthropocentric and ecocentric epistemology. Using the current anthropocentric epistemology and its associated dominant social paradigm, corporate ecological sustainability in commercial practice and business school research and teaching is difficult to achieve. However, adopting an ecocentric epistemology enables the development of an alternative business and marketing approach that places equal importance on nature, the planet, and ecological sustainability as the source of human and other (...) species’ well-being, as well as the source of all products and services. This article examines ecocentric, transformational business, and marketing strategies epistemologically, conceptually and practically and thereby proposes six ecocentric, transformational, strategic marketing universal premises as part of a vision of and solution to current global un-sustainability. Finally, this article outlines several opportunities for management practice and further research. (shrink)

The purpose of cause-related marketing (CRM) is to publicise and capitalise on a firm's corporate social performance (CSP) by enhancing its legitimacy in the eyes of its stakeholders. This study focuses on the firm's internal stakeholders - i.e. its employees - and the extent of their involvement in the selection of social campaigns. Whilst the difficulties of managing a firm that has lost or damaged its legitimacy in the eyes of its employees are well known, little is understood about (...) the extent to which managers and their social partners listen to and involve their employees in the legitimation process. Through telephone interviews with non-profit organisations and senior managers of service sector firms, the extent of employee involvement in CRM campaigns and the perceived benefits of doing so are investigated. Amongst other things, we find that (i) the extent of employee participation varies significantly across firms; (ii) larger CRM campaigns tend to be managed centrally with relatively less employee participation than smaller ones and (iii) financial services firms are more likely to make CRM decisions centrally, with relatively less employee participation than retail services firms. (shrink)

Internet marketing requires a personalized marketing strategy. In this study, the application of data mining in personalized Internet marketing was studied. Based on the mining algorithm, a personalized marketing method was designed. Through the calculation of frequent closed item sets and support counts of positive and negative samples, the interval with a high success rate for marketing was obtained. With performance analysis, it was found that the success rate of the marketing method proposed (...) in this study improved 8% compared with the traditional marketing method and had a better performance under the smaller interval number and smaller minimum success number. After applying the designed method in telecommunication enterprise A, it was found that after adopting the marketing method of this study, the marketing success rate of enterprise A increased from 2.72 to 6.31%, which indicated the effectiveness of the method. The research results of this study verify the role of data mining algorithms in Internet marketing, which is conducive to the further application of mining algorithms in personalized marketing and innovation of business modes. (shrink)

I undertake three tasks in this exploratory essay. First, I examine some of the lessons of recent history concerning the relation between socialism, markets, and liberal democracy. Second, I lay out the basic theoretical building-blocks of an alternative to both socialism and laissez-faire that I call “mutualism.” Finally, I draw some conclusions for public policy and practice, in the form of what I call a “progressive market strategy.” A brief conclusion ponders the question, What's left of socialism?

PurposeGiven the digital transformation of service businesses by providing online food services and the influence of online reviews on consumers’ purchasing decisions, this study examines how service recovery attributes in different stages influence relationship marketing strategies, i.e., relationship quality and customer loyalty after service failure. This study is built upon a revised service recovery cycle model by accounting for three stages and their corresponding attributes; whereon a conceptual stage model of service recovery is proposed. This conceptual stage model incorporates (...) stages of service recovery, their respective attributes, and how they influence relationship marketing strategies.Design/methodology/approachAn online marketing company was employed for data collection in 2019, which resulted in 301 valid responses. A Structural Equation Model was conducted with all the data to test the relationships between the constructs. The individual measurement model was tested using the Exploratory Factor Analysis and Confirmatory Factor Analysis. A structural model was estimated using AMOS to test all the hypotheses.FindingsThe findings demonstrate that the attributes paired with the first two stages of service recovery can significantly influence consumer loyalty in a positive state. The findings also manifest the intermediary role that relationship quality has played in the association of service recovery and consumer loyalty, which implies that the food delivery businesses could attain a more comprehended relationship quality with consumers through active and timely compensatory service recovery consumer loyalty to the food businesses.Originality/valueThis study examines how these different stages of the service recovery cycle influence the decision-making of relationship marketing strategies on the prerequisite of service failure. This study aspires to expand the service recovery research by objectifying a conceptual stage model of service recovery, incorporating stages’ recovery attributes and how these recovery attributes reciprocally influence relationship quality and customer loyalty. (shrink)

Business Ethics: A European Review, EarlyView.

ZusammenfassungEine der deutschen Krankenhausketten versucht, ihr Geschäftsmodell u. a. auf Elemente der Kantschen Moralphilosophie zu stützen. In den Dienstverträgen der führenden Manager werden Verhaltensnormen spezifiziert, und es wird auf den kategorischen Imperativ Bezug genommen. Frage ist, ob dies mit der Kantschen Ethik vereinbar ist, und ob es sich dazu eignet, moralischen Anforderungen an Krankenhäuser besser gerecht zu werden. Eine Analyse der einschlägigen Texte zeigt, dass Kants kategorischer Imperativ mit der Goldenen Regel gleichgesetzt wird, wogegen Kant sich ausdrücklich gewehrt hat. Die (...) Goldene Regel wird außerdem entstellt. Dass der kategorische Imperativ nicht nur Achtungs-, sondern auch Fürsorgepflichten normiert, wird übersehen. Es bleibt offen, ob aus der Kantschen Ethik nicht doch Folgerungen für die Krankenhausorganisation zu ziehen sind, der hier kritisierte Versuch ist jedoch missglückt, weil – ganz abgesehen von den Anwendungsproblemen – schon die Kantschen Konzepte missverstanden wurden. Immerhin zeigt der Versuch, dass es im Management ein Bewusstsein für die Wichtigkeit moralischer Vorgaben im Krankenhaus gibt. (shrink)

The business world is facing a very complicated situation due to the COVID-19 pandemic. Small- and medium-sized companies —both in Spain and at the global level—are seeing their survival jeopardized by a fall in revenues. This scenario is aggravated in the case of micro-SMEs headed by female entrepreneurs. Accordingly, micro-SMEs, particularly those led by female entrepreneurs, need to reinvent themselves to overcome the current adversities that could lead to the destruction of their businesses and hence their jobs. One of the (...) ways to do this is to take advantage of digital transformation. Therefore, the aim of this paper is to analyze which variables influence the financial results of female-led Spanish micro-SMEs when they carry out social marketing actions. For that purpose, an online survey was designed and analyzed using the “PROCESS” macro. Results show that social media marketing actions have significant effects on financial performance. (shrink)

ZusammenfassungEine der deutschen Krankenhausketten versucht, ihr Geschäftsmodell u. a. auf Elemente der Kantschen Moralphilosophie zu stützen. In den Dienstverträgen der führenden Manager werden Verhaltensnormen spezifiziert, und es wird auf den kategorischen Imperativ Bezug genommen. Frage ist, ob dies mit der Kantschen Ethik vereinbar ist, und ob es sich dazu eignet, moralischen Anforderungen an Krankenhäuser besser gerecht zu werden. Eine Analyse der einschlägigen Texte zeigt, dass Kants kategorischer Imperativ mit der Goldenen Regel gleichgesetzt wird, wogegen Kant sich ausdrücklich gewehrt hat. Die (...) Goldene Regel wird außerdem entstellt. Dass der kategorische Imperativ nicht nur Achtungs-, sondern auch Fürsorgepflichten normiert, wird übersehen. Es bleibt offen, ob aus der Kantschen Ethik nicht doch Folgerungen für die Krankenhausorganisation zu ziehen sind, der hier kritisierte Versuch ist jedoch missglückt, weil – ganz abgesehen von den Anwendungsproblemen – schon die Kantschen Konzepte missverstanden wurden. Immerhin zeigt der Versuch, dass es im Management ein Bewusstsein für die Wichtigkeit moralischer Vorgaben im Krankenhaus gibt. (shrink)

As it has become more and more urgent to solve the problems of environmental protection, we consider it necessary to conduct multilevel studies to examine the impact of business strategy on both employees’ and firms’ performances in environmental protection. Synthesizing the perspectives of strategic orientation, corporate strategy, and firm performance, we propose a comprehensive theoretical model linking market orientation and environmental performance. Based on a survey of 134 matched chief executive officers, senior marketing managers and frontline workers (...) from Chinese firms, we found that market orientation positively affects environmental strategy which, in turn, influences both environmental product quality and employees’ environmental involvement. These latter two variables consequently have a positive influence on environmental performance. At the same time, environmental commitment moderates the link between market orientation and environmental strategy. (shrink)

Comparisons have been made between the tobacco industry’s historic tactics in defending their products with the responses of some key actors in the sports world to head injuries. Both, it is said, have deployed deceptive marketing and advertising techniques to entice youth to engage with a subjective pleasure-producing product that has undeniable short- and long-term health detriments. Unlike what is called euphemistically, ‘Big Tobacco’, however, the National Football League (NFL) has evaded legal restrictions on the promotion of an inherently (...) dangerous product that targets youth. By contrast, in 1997, the Federal Trade Commission charged tobacco company R.J. Reynolds with violating federal law by using a cartoon character, Joe Camel, to allure children under age 18. The NFL has partnered with Nickelodeon to produce programs such as NFL Rush Zone and NFL Slimetime that targets youth by using cartoon mascots, bright colors, 3D iconography, and other child-friendly symbols. In addition to fostering positive associations between tackle football and cartoons, these broadcasts have explicitly minimized the risks of tackling. For example, one NFL Playoffs on Nickelodeon announcer equated a forceful head collision with a scrape of the knee that a child might experience during school recess. The NFL’s marketing strategies deflect public attention away from the risks of repetitive head collisions, concussions, traumatic brain injury (TBI), and chronic traumatic encephalopathy (CTE), portraying football as an appealing activity. The ongoing connections between the NFL and youth-oriented television programming raise crucial questions about how risk is communicated in a sport with inherent dangers of long-term cognitive damage. As long as tackle football is portrayed alongside beloved cartoon characters such as Spongebob Squarepants, impressionable children are likely to form undilutedly positive perceptions of the NFL and ignore the substantial risks of repeated, full-body collisions when enchanted by brightly-colored slime, animated bubbles, and goofy dance moves. (shrink)

This article examines rival strategies employed by public, private and civil society actors to promote fair trade organic commodity chains. The article analyses the case of fair trade organic cotton as a produce that is on the brink of reaching a mass market, and compares this with patterns of the more widely documented fair trade organic fruit case. It is shown how variations in commodity chain configurations and interfaces reflect different stakeholder positions and interests, as well as development philosophies. The (...) case of fair trade organic cotton chains illustrates how stakeholder involvement may speed up learning and thus facilitate mass-market entry. Finally, it is argued that rival commodity chain configurations make it difficult to agree upon common fair trade organic cotton certification strategies. (shrink)

We study the equilibrium behavior of informed traders interacting with market scoring rule (MSR) market makers. One attractive feature of MSR is that it is myopically incentive compatible: it is optimal for traders to report their true beliefs about the likelihood of an event outcome provided that they ignore the impact of their reports on the profit they might garner from future trades. In this paper, we analyze non-myopic strategies and examine what information structures lead to truthful betting by traders. (...) Specifically, we analyze the behavior of risk-neutral traders with incomplete information playing in a dynamic game. We consider finite-stage and infinite-stage game models. For each model, we study the logarithmic market scoring rule (LMSR) with two different information structures: conditionally independent signals and (unconditionally) independent signals. In the finite-stage model, when signals of traders are independent conditional on the state of the world, truthful betting is a Perfect Bayesian Equilibrium (PBE). Moreover, it is the unique Weak Perfect Bayesian Equilibrium (WPBE) of the game. In contrast, when signals of traders are unconditionally independent, truthful betting is not a WPBE. In the infinite-stage model with unconditionally independent signals, there does not exist an equilibrium in which all information is revealed in a finite amount of time. We propose a simple discounted market scoring rule that reduces the opportunity for bluffing strategies. We show that in any WPBE for.. (shrink)

This article explores the substitution and complementary effects between political and social strategies on firm performance in the context of an emerging market (EM). Using in‐depth, historical case‐study approach, the article investigates how companies integrate political and social resources in this market. Corporate performance includes traditional measures, such as accounting performance and nonfinancial measures like the ease of doing business. The study finds that social strategies are stronger enablers of firm long‐term performance than political strategies. The latter have a short‐term (...) impact on performance, but their success over time is limited. The main drawback of reliance on political resources in EMs is the lack of political stability, fragmented polity, and weak political coalitions. We identify rather limited evidence of firms using these two strategies as complements. Thus, we suggest that firms should employ both these strategies in the EM. (shrink)

This paper explores the theory and illustrates the managerial implications of complete and incomplete markets for corporate strategy and corporate socialresponsibility. Market imperfections including externalities, asymmetric information or compromised competition motivate corporate social responsibility. At the same time, traditional approaches to corporate strategy based on industry analysis may imply exploiting or sustaining market imperfections. Assuming markets are complete complicates finding a theoretical basis for happily uniting CSR and above average profits. Assuming markets are incomplete undermines traditional industry analysis (...) or resource-based approaches to corporate strategy because incomplete markets hinder accurate calculation of the net present value of different resource commitments. Cases illustrate how theories of firm performance based on incomplete markets provide a new managerial framework to guide strategy and improve social welfare. (shrink)

Business Ethics, the Environment & Responsibility, Volume 31, Issue 1, Page 139-163, January 2022.

In the context of China’s online technology business, this study explores the linkages between knowledge acquisition via social media, two modes of market orientation, social media strategic capability, and brand innovation strategy. Data were collected from 853 Chinese technology firms with the help of questionnaire. To analyze the collected data structure, equation modeling was applied using smart-PLS 3.3 version. Results indicate that knowledge acquisition from social media, market orientation, and strategic capability has significant impact on brand innovation in the (...) context of social media. Furthermore, strategic capability on social media moderates the relationship between knowledge, market orientation, and brand innovation in the context of social media. This study offers new perspectives on market orientation and brand innovation strategy by extending the literature and testing key assumptions. Moreover, using social media knowledge in social media marketing and innovation management is a sensible approach for making changes and transforming an organization. (shrink)

Recent studies :98–144, 2002; Weismann, J Bus Ethics 88:615–66, 2009) revealed that in the first 28 years of its existence, the Foreign Corrupt Practices Act was not enforced by the federal government. The Weismann study further concluded that the FCPA, designed by Congress as a self-regulatory model of corporate governance, failed to achieve the regulatory goal of deterring global bribery by U.S. companies. The current article addresses the reasons that the FCPA remains an ineffective measure to control bribery as a (...) global market entry strategy despite the highly publicized 2006 Department of Justice initiative to increase prosecutions and tighten enforcement efforts. The failure arises out of both the increased use of informal dispositions of case prosecutions,, which has made “getting caught” merely an increased “cost of doing business” and the failure to close the regulatory gaps in the statute that permit violators to slip through the enforcement net. The article updates and compiles the case prosecution data for every reported case prosecuted between 1977 and 2011. That data are then compared to the results of a 2010 integrity risk survey performed by Deloitte Financial Advisory Services and Forbes which reveal a widely held global business perception that compliance and integrity risks appear to be rising sharply and that the FCPA is ineffective in deterring bribery and corruption in foreign markets. The article aims to serve as a predictive tool for policy makers and business professionals in assessing risk in the global markets, particularly as commerce intensifies in the BRIC countries, notable for bribery and corruption. (shrink)

Scholarly debate over the transformative potential of neoliberal, market-based, food movement strategies historically contrasts those who value their potential to reform the food-system from the inside against those who argue that their use concedes the primacy of the market, creates citizen-consumers, and undermines overall movement goals. While narrow case studies have provided important amendments, the legacy of such strategies requires impacts to be evaluated both contextually and more broadly than the specific activism. This study thus conceptualizes the ‘case’ of U.S. (...) biotechnology market activism expansively, drawing on interviews with 25 activists from diverse organizations to investigate the legacy of two food-labeling movement strategies (one public and mandatory, one private and voluntary). The results support that the legacy of market strategies extends more broadly than the immediate initiative. They also confirm that the consequences of such neoliberalized strategies are most productively assessed contextually and applied, rather than categorically—as most clearly illustrated by the counterintuitive results of the failed mandatory labeling effort. Of the two market strategies, voluntary labeling demonstrated the most problematic relationship to broader movement goals of food system transformation, in part because of the greater potential for overlapping credence claims and in part due to the risks of niche market logic. (shrink)

Business Ethics, the Environment & Responsibility, EarlyView.

Challenging the new political-economic “mainstream” that considers trade unions to be “complicit” in labor market dualization, this article’s analysis of union strategies in Italy and South Korea, most-different union movements perceived as unlikely cases for the pursuit of broader social solidarity, shows that in both countries unions have successively moved away from insider-focused strategies and toward “solidarity for all” in the industrial relations arena as well as in their social policy preferences. Furthermore, unions explored new avenues of political agency, often (...) in alliance with civil society organizations. This convergent trend toward a social model of unionism is ascribed to a response of unions to a “double crisis”: that is, a socioeconomic crisis, which takes the form of a growing periphery of the labor market associated with growing social exclusion, and a sociopolitical crisis, which takes the form of an increasing marginalization of the unions from the political process. (shrink)

Employee volunteerism can be an effective strategy for increasing the effectiveness of corporate philanthropy. However, in order to be effective, volunteer initiatives should be directed by the firm to ensure a strategic fit and focus on the core competencies of the firm. Therefore, internal marketing strategies are needed to ensure managers receive employee support. Our research quantitatively extends research by Peloza and Hassay {journal of Business Ethics 64(4), 357-379, 2006) who argued that employee volunteerism is motivated by egoistic, (...) altruistic and organizational citizenship motives. Our findings suggest that volunteer opportunities that fulfill egoistic and organizational citizenship motives will be effective, but that the altruistic motive is not significant. We also find that formal policies concerning manager recognition or time off are not effective, providing more discretion for individual managers. Implications for managers seeking to increase the effectiveness (and therefore support the business case) of their corporate philanthropy are discussed. (shrink)

We propose that marketing of unhealthy foods and beverages to Black and Latino consumers results from the intersection of a business model in which profits come primarily from marketing an unhealthy mix of products, standard targeted marketing strategies, and societal forces of structural racism, and contributes to health disparities.

Since it implies a reduction in the quality and the quantity of the natural resources, environmental degradation is a present day problem that requires immediate solutions. This situation is driving firms to undertake an environmental transformation process with the purpose of reducing the negative externalities that come from their economic activities. Within this context, environmental marketing is an emerging business philosophy by which organizations can address sustainability issues. Moreover, environmental marketing and orientation are seen as valuable strategies to (...) improve a firm's competitiveness. However, the literature that has analyzed the link between environmental strategies and firms' results has been inconclusive and contradictory. In this study, we propose and test a model that analyses how the implementation of ecological issues within a firm's marketing strategy and orientation influences organizational results. Data were obtained through a survey sent to Spanish manufacturing firms. The results show that environmental marketing positively affects firms' operational and commercial performance and this improvement will influence their economic results. Moreover, environmental marketing is revealed as an excellent strategy to obtain competitive advantages in costs and in product differentiation. Thus, this study agrees with the researchers who affirm that environmental strategies positively affect firm's competitiveness while reducing environmental impact. (shrink)

Sustainable development goals are aligning marketing innovations to meet sustainability interventions. Recently, marketing has evolved to incorporate sustainability in outreach objectives. Heightened literature on the interplay between sustainability, innovations, and marketing demands a holistic understanding to guide future research direction. The current review bridges the research gap using quantitative performance analysis and qualitative intellectual structure analysis. The thematic and content analysis points towards permeating sustainability focus across the business verticals and value chain for differentiated brand positioning and (...) sustainability-based competitive advantage. The emergent conceptual framework underpins the moderated-mediation role of sustainability and economic enablers with marketing initiatives to promote business innovations beneficial to all stakeholders. The sustainability-aligned innovations in products and processes reflect in gaining cost advantage, revenue generation, access to newer markets, and differentiation. It can be inferred from the study that sustainability and conducive marketing strategies can co-create value across the value chain, providing tangible and non-tangible corporate payoffs. This cross-section in the research domain calls for environmental and business focus at the micro and macro levels, supported by pro-business strategies, system efficiencies, productivity, and technological changes in synergy with the societal landscape. The findings discern strategic directions for practitioners to chart out an organizational portfolio centered around marketing innovations to create business value for the shareholders and sustainability value for the stakeholders, ecosystem, and society. The conceptual framework can help academicians comprehend the business model around sustainability, innovations, and marketing. The evolutionary mapping of the research domain can be used to discern corporate or macro-level policies and transcend reforms aligned to the dynamic market/stakeholder expectations. (shrink)

This paper provides an overview of semiotic studies about advertising, beginning with the early work done in the 1960s. Advertising communication plays a particular role in semiotic studies in the second half of the twentieth century. Pioneering studies of advertising messages, in particular those of Roland Barthes and Umberto Eco, date to the 1960s and were carried out for the most part using the tools of classical rhetoric. Following a period in which semiotics displayed a relative lack of interest in (...) advertisements, in the 1980s advertising texts were used as examples in applied narratological analysis by Jean-Marie Floch and others. This occurred at the same time as the so-called “passion turn of semiotics,” which stressed that the passions and emotions present in texts are crucial issues in textual semiotics, and it also seemed to offer fresh perspectives for the analysis of advertising communication. The passion turn took account of the evolution of advertising itself, since modern advertising is more and more interested in conveying passions and emotions. The effectiveness of an advert tends to be closely bound up with the presentation of sensations associated with a given product or brand. Recently, semioticians have begun to study more general features of advertising and marketing discourse. (shrink)