Shuchi Srinivasan and Ankur Sarin
Frontline workers (FLWs) constitute a critical part of the implementation cadre within public policies, serving a significant role in the last-mile delivery of public goods and…
Abstract
Purpose
Frontline workers (FLWs) constitute a critical part of the implementation cadre within public policies, serving a significant role in the last-mile delivery of public goods and services. FLWs under public programs in low and middle-income countries like India are offered different compensation structures that range from full-time salaries, piece rate honorariums, contractual engagements, to no remuneration. Whilst the rationale for offering different compensations vary, are certain structures more successful in encouraging FLWs to perform a prosocial task? Further, can certain structures encourage FLWs to perform beyond the incentivized policy mandate?
Design/methodology/approach
Investigating workers' prosocial effort within policy implementation, the authors conducted a randomized lab-in-the-field inquiry with 344 Anganwadi-based workers (workers under the nutrition policy) in western India. These FLWs were engaged to perform a novel real-effort task that was tied to different incentive structures and their performance was adjudged based on measurable quantity, effort and quality parameters.
Findings
Results demonstrate that uncompensated workers invest the greatest amount of effort whilst compromising on task quality, and vice-versa for subjects receiving pay-for-performance compensation. Programs must account for policy focus when offering compensations: volunteer engagement may be counterproductive for quality focus and to the adherence to ancillary task mandates like nature/quality of beneficiary interaction. On the other hand, the distribution of products (like health goods) can rely on volunteer effort.
Originality/value
The study brings together various compensation schemes operating at the field level, under one study using an LFE methodology within the context of policy implementation in India.
Details
Keywords
The case explores the growth of Dastkar Andhra Marketing Association (DAMA) and its relationship with its sister organizations, as it works to articulate an alternate model of…
Abstract
The case explores the growth of Dastkar Andhra Marketing Association (DAMA) and its relationship with its sister organizations, as it works to articulate an alternate model of production, distribution and retailing. The case attempts to highlight issues around appropriate interventions in a traditional sector providing livelihood to millions, but confronting the challenges of a modern economy and society. The case would be beneficial in emphasizing the role of market and state failures and the role played by social enterprises in addressing them.
Details
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Keywords
Anirban Chakraborty and Ankur Jha
The purpose of the study is to understand the evolution of the state-of-the-art of corporate social responsibility (CSR) research in the domain of marketing.
Abstract
Purpose
The purpose of the study is to understand the evolution of the state-of-the-art of corporate social responsibility (CSR) research in the domain of marketing.
Design/methodology/approach
The top-ranked journals in the domain of marketing have been chosen for the purpose of this study, and the papers related to CSR concept published in those journals between 1930 and 2018 have been reviewed. A lucid framework has been used to structure the reviewing process.
Findings
The study finds that the CSR concept in marketing context has become more complex, its dimensions have evolved and increased in number, affecting diverse stakeholders leading to different outcomes.
Research limitations/implications
A simple model is proposed to understand the amalgamation of CSR concept in marketing literature. The study also highlights extant gaps in the literature and suggests the directions for future research.
Practical implications
The notion of CSR goes beyond the economic and regulatory obligation of the firm. Hence, for it to be duly implemented, practitioners must have a holistic understanding of this multi-faceted construct. This paper examines the changing role of CSR in the context of marketing over a period of almost a century. It thereby helps marketers to understand and visualize their changing responsibility toward the society at large and thereby co-create a sustainable relationship with all the stakeholders. The study provides both tactical and strategic pointers to practitioners.
Social implications
The study draws upon extant literature and documents the positive impact of CSR on marketing variables and thereby gives a compelling reason to the marketers to be socially responsible. Compilation of persuasive evidence would encourage the adoption of CSR concepts by the marketers. This would elicit a more socially responsible action which will have a positive impact on the society that the marketer serves.
Originality/value
This is an in-depth study depicting the journey of CSR construct in marketing literature and provides a holistic understanding of the construct in the context of marketing.