Mark Lymbery and Andy Millward
This paper considers the development of policies to implement the Community Care (Delayed Discharges etc) Act 2003 in one locality. It argues that the legislation has stimulated…
Abstract
This paper considers the development of policies to implement the Community Care (Delayed Discharges etc) Act 2003 in one locality. It argues that the legislation has stimulated new thinking about the management of the problem of delayed discharge, although many issues remain to be resolved in its implementation.
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Ankit Agarwal and Peter John Sandiford
This paper proposes a dialogical approach for analyzing and presenting Interpretative Phenomenological Analysis (IPA) data in organizational research.
Abstract
Purpose
This paper proposes a dialogical approach for analyzing and presenting Interpretative Phenomenological Analysis (IPA) data in organizational research.
Design/methodology/approach
The paper explores the story behind a story, showing how qualitative research can be fictionalized and reflexively framed in contemporary organizational settings, illustrated by IPA research conducted by the authors, into selection interviewing in Australia. Drawing from researchers' narrative notes that reflexively interpret interview data in narrative form, the data were re-interpreted in fictionalized dialogical form, enabling findings to be analyzed and presented more interactively.
Findings
The application of new interpretative techniques, like fictionalized dialogue, contributes to a richer interpretation of phenomena in qualitative organizational and management research, not limited to IPA studies.
Originality/value
Fictionalized dialogue brings to the surface an additional level of analysis that contributes to thematic analysis in a novel manner, also serving as a communicative tool.
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The purpose of this paper is to study examples of emerging marketing trends like word‐of‐mouth and viral marketing, and attempt to determine their measurability in terms of return…
Abstract
Purpose
The purpose of this paper is to study examples of emerging marketing trends like word‐of‐mouth and viral marketing, and attempt to determine their measurability in terms of return on investment (ROI).
Design/methodology/approach
The study examines real life campaigns from well‐known companies and attempt to measure consumer response beyond merely viewing or participating in the campaign. How much of an actionable response can be evoked and measured from viral and word‐of‐mouth campaigns? Testimonials and commentary from marketers practicing these methods and the pundits that attempt to gauge the effectiveness.
Findings
The paper finds that word‐of‐mouth or viral marketing efforts are not always a sure bet. But a well‐placed, calculated and provocative campaign can spark a firestorm of buzz that sometimes can be effective for years in non‐terminal new mediums like the internet. While the jury is still out on finding hard quantitative ROI measurements for these campaigns, they can produce hefty returns for brand awareness.
Research limitations/implications
Tracking ROI for viral marketing and word‐of‐mouth marketing campaigns remains an inexact and difficult science.
Practical implications
The paper suggest following the included Viral Commandments when creating a word‐of‐mouth campaign to ensure marketing resources are put to highest and best use. It also suggests focusing on identification of the consumer as a vital step to build advocacy. Viral marketing should not anchor marketing strategy, but when used effectively can be an important ace‐up‐the‐sleeve.
Originality/value
The paper explores some recognizable viral marketing campaigns and studies the effects they had on product sales, consumer advocacy and brand awareness. It teaches important factors to consider when developing word‐of‐mouth marketing: who is doing it well, who is not, what lasting effects can a campaign deliver, and are there any effective ways to measure return on investment?
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Michael Goldman and Kate Johns
The purpose of this study is to document and analyse Standard Bank of South Africa's sponsorship of Standard Bank Pro20 Cricket as a case study of effective cricket, stadium and…
Abstract
Purpose
The purpose of this study is to document and analyse Standard Bank of South Africa's sponsorship of Standard Bank Pro20 Cricket as a case study of effective cricket, stadium and broadcast sponsorship activation.
Design/methodology/approach
An in‐depth case study methodology is employed, drawing on quantitative and qualitative data.
Findings
The main conclusion is that a partnership approach to sponsorship and the creative use of multiple sponsorship activations contributes to the achievement of sponsorship objectives.
Research limitations/implications
The study is limited to one case of a large‐scale sponsor of a major international sport. As such, it has limited generalisability to dissimilar sponsorship situations.
Practical implications
The case documented and analysed suggests that sponsoring organisations may increase their return on sponsorship investment through the adoption of a partnership approach to sponsorship.
Originality/value
The study answers the call of Irwin, Zwick and Sutton, Chadwick and others to significantly increase the researching of sports marketing theory and practice outside traditional Western markets. It documents the creative leverage of a new cricket format that has received no attention in the academic literature, although the 20‐over game continues to enjoy widespread and strong sponsor, media and fan support.
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T.C. Wong, Mohamed Yacine Haddoud, Y.K. Kwok and Hongwei He
The purpose of this paper is to propose a research model to identify the key determinants and examine their impact towards online pro-brand and anti-brand community citizenship…
Abstract
Purpose
The purpose of this paper is to propose a research model to identify the key determinants and examine their impact towards online pro-brand and anti-brand community citizenship behaviours (CCBs).
Design/methodology/approach
A survey based on the research model is used to collect empirical data from 260 and 200 members of online pro-brand communities (OBCs) and online anti-brand communities (OABCs), respectively. A two-stage approach employing fuzzy-set qualitative comparative analysis and artificial neural network (ANN) is first applied to uncover new observations.
Findings
Moral identity and positive brand emotion (BE) are the two most influential factors driving both online pro-brand and anti-brand CCBs. A higher level of internalisation might be required to exhibit online anti-brand CCB as opposed to online pro-brand CCB. This contradicts the current understanding that anti-brand behaviours are less morally restricted given the virtuality and anonymity of online communities. OABC members may need to better justify themselves internally to overcome positive BE when exercising anti-brand action. Also, brand identification, brand dis-identification and BE would be used to identify two types of OABC members.
Research limitations/implications
The effect of motives other than pro-social remains unclear on online pro-brand and anti-brand CCBs.
Originality/value
This is the first paper to develop two new dimensions which provide a more complete definition of CCB. Also, some new observations are uncovered by comparing the effect of different key determinants on online pro-brand CCB against that of online anti-brand CCB. The research model can be used to define and improve member (or brand) engagement which would enhance the management of OBCs and OABCs.
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Purpose: This chapter considers whether it would be beneficial, and appropriate based on the application of equality law to date, for the UK government to mandate gender equality…
Abstract
Purpose: This chapter considers whether it would be beneficial, and appropriate based on the application of equality law to date, for the UK government to mandate gender equality objectives set by the United Nations as requirements in initiatives aimed at stimulating the economy, specifically the Northern Powerhouse. It considers the success of the Northern Powerhouse and its impact on females in the region.
Method: The data used as a basis for analysis in this chapter were obtained through secondary research. A mixture of quantitative and qualitative data is used, with a heavy weighting towards quantitative information.
Findings: Gender inequality remains a significant issue for females in the United Kingdom. The UK government have implemented the requirements of Convention on the Elimination of all Forms of Discrimination Against Women (CEDAW) through a non-prescriptive framework, resulting in specific industries and businesses lobbying for further development. Gender equality was not a specific consideration in the launch of the Northern Powerhouse, leading to challenges in its implementation.
Originality: There has been significant research undertaken on gender inequality in the United Kingdom, however, this chapter is the first to explore the relationship between the requirements of CEDAW and the government initiative, the Northern Powerhouse.
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Ralph C. Wilcox, David L. Andrews and Maxine Longmuir
The article examines AXA UK's decision to invest in a four-year, £25 million sponsorship of the English Football Association's Challenge Cup beginning with the 1998-99 season…
Abstract
The article examines AXA UK's decision to invest in a four-year, £25 million sponsorship of the English Football Association's Challenge Cup beginning with the 1998-99 season. Corporate profiles are provided for the sponsor along with a comprehensive socio-historical overview of the property. As a member of the French-based, multinational AXA Group, the relationship of this domestic sponsorship (offering worldwide exposure) to the company's strategic emphasis on “Thinking Globally” and “Acting Locally” is examined. The Sponsorship Team's careful selection of the property and formulation of strategic goals, challenges, creative themes, consumer targets, and partnerships is presented. Evidence suggests that AXA UK's decision to pursue sponsorship over advertising paid significant dividends through the first two years of the agreement.