Mauro Cavallone, Andrea Pozzi, Philipp Wassler and Rocco Palumbo
The purpose of the paper is to analyze the supply and demand of marketing and communication consulting services and evaluate actual and perceived gaps.
Abstract
Purpose
The purpose of the paper is to analyze the supply and demand of marketing and communication consulting services and evaluate actual and perceived gaps.
Design/methodology/approach
The paper uses two different datasets to assess the gap. The supply database comes from desk research carried out in the province of Bergamo (n. 159 consulting agencies). The demand dates are the results of 100 structured interviews with local companies that requested marketing and communication consulting services both inside and outside the province.
Findings
Findings show that there is no significant shortage in local service supply. Nonetheless, a limited gap exists between the provision of specific services and their overall quality. Conversely, the perceived gap is wider, leading to an impression of scarce availability – a notion disproven by the analysis of the actual supply.
Practical implications
The study suggests that local agencies may overcome their “myopic” attitude and need to increase their visibility, competencies and expertise by investing in these areas and improving networking.
Originality/value
There are no previous studies that compare the supply and demand for marketing and communication consulting services. The paper also provides insights into actual and perceived gaps in a hypercompetitive environment.
Details
Keywords
Kaarle Setälä, Leena Aarikka-Stenroos, Stephen J. Wright and Mika Grundström
The purpose of this study is to explore stakeholder responses to an airline’s sustainability signaling act. Responding stakeholders, their interpretations and feedback to the…
Abstract
Purpose
The purpose of this study is to explore stakeholder responses to an airline’s sustainability signaling act. Responding stakeholders, their interpretations and feedback to the signal are studied in light of signaling theory and corporate social responsibility (CSR).
Design/methodology/approach
This study was conducted using the social media analytics approach. A total of 7,002 publications in the public domain were collected from the internet’s news services, blogs and major social media websites. These posts were subjected to content, sentiment and reach analyses.
Findings
Diverse stakeholder groups, ranging from industry professionals to societal influencers, responded via social media to a CSR-related press release, the main types being general influencers of society and those working in the aviation or tourism industry. The themes of responses ranged from sustainability, technical development and the future of transport to green transition policies. Hence, the press release as a signal was linked to other discussions prevalent in society. Sentiments of the publications were mainly neutral or positive, with very few negative responses from stakeholders. Many responses were supportive, and the critical responses did not contain accusations of greenwashing.
Practical implications
Environmental CSR communications are strategically important to companies operating in carbon-intensive industries. The public may view breakthroughs in technology as an efficient way of emissions reductions cascaded with improvements in processes and practices. Utilizing new technology also affects several stakeholders and creates new opportunities for them. Knowledge on the subject may influence the tone of discussion.
Originality/value
This study views a press release as sustainability-related signaling and examines stakeholder responses in social media, contributing to CSR and signaling research in the context of the airline industry by observing the signaling process over time along with the behavior of the actors involved.
Details
Keywords
Davide de Gennaro, Simona Mormile, Gabriella Piscopo and Paola Adinolfi
In light of the new way of interpreting work spearheaded by Generation Z, the objectives of this study are to investigate (1) whether young entrepreneurs identify their start-ups…
Abstract
Purpose
In light of the new way of interpreting work spearheaded by Generation Z, the objectives of this study are to investigate (1) whether young entrepreneurs identify their start-ups with “zebras” – that is, as a concrete response to the evanescence and fantasy of “unicorns” based on the simultaneous pursuit of profit and social value, mutualism and resilience – and (2) whether they adopt a “teal” organizational configuration – that is, one characterized by evolutionary purpose, self-management and wholeness.
Design/methodology/approach
Through a qualitative approach with 41 interviews, this study focuses on start-uppers and companies that are particularly innovative and promising in the Italian context, as selected by Forbes magazine in its ranking of the brightest entrepreneurs, leaders and stars under 30.
Findings
The results suggest that young entrepreneurs recognize the importance of the common themes of the zebra movement and therefore identify their startups with zebras. More specifically, Generation Z entrepreneurs: (1) pursue a dual (economic and social) purpose, (2) are mutualistic and (3) build their organizations with resilience and capital efficiency. In addition, the interviews show that the organizational approach taken follows the paradigm of teal organizations, particularly in terms of evolutionary purpose, distributed leadership and decision-making power, and employee wholeness and empowerment.
Originality/value
This is the first study to analyze the evolutionary trends of animal entrepreneurial “species” led by Generation Z entrepreneurs and organized on the basis of the teal paradigm.