Lynette M. McDonald and Chia Hung Lai
Scant research has investigated retail banking customers' reactions to different corporate social responsibility (CSR) initiatives. This study seeks to investigate whether…
Abstract
Purpose
Scant research has investigated retail banking customers' reactions to different corporate social responsibility (CSR) initiatives. This study seeks to investigate whether Taiwanese retail banking customers prefer corporate social responsibility (CSR) initiatives that favour themselves or other stakeholder groups (community, environment), and whether these initiatives impact customer attitude and behavioural intentions.
Design/methodology/approach
Using an experimental survey design and a snowball sampling technique, 130 Taiwanese banking customers answered questionnaires examining attitude and behaviour in response to three different CSR initiatives.
Findings
Customer‐centric initiatives more powerfully impacted banking customers' attitude to the bank and behavioural intentions than environmental or philanthropic initiatives. However, the results were significant only for the difference between customer‐centric and environmental initiatives.
Originality/value
This is the first research examining banking customers' attitude and behaviour in response to different CSR initiatives in a Taiwanese setting. It has implications for banks developing CSR strategies.
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Lynette M. McDonald and Sharyn Rundle‐Thiele
The purpose of this paper is to explore the relationship between corporate social responsibility (CSR) and customer outcomes.
Abstract
Purpose
The purpose of this paper is to explore the relationship between corporate social responsibility (CSR) and customer outcomes.
Design/methodology/approach
This paper reviews the literature on CSR effects and satisfaction, noting gaps in the literature.
Findings
A series of propositions is put forward to guide future research endeavours.
Research limitations/implications
By understanding the likely impact on customer satisfaction of CSR initiatives vis‐à‐vis customer‐centric initiatives, the academic research community can assist managers to understand how to best allocate company resources in situations of low customer satisfaction. Such endeavours are managerially relevant and topical. Researchers seeking to test the propositions put forward in this paper would be able to gain links with, and possibly attract funding from, banks to conduct their research. Such endeavours may assist researchers to redefine the stakeholder view by placing customers at the centre of a network of stakeholders.
Practical implications
An understanding of how to best allocate company resources to increase the proportion of satisfied customers will allow bank marketers to reduce customer churn and hence increase market share and profits.
Originality/value
Researchers have not previously conducted a comparative analysis of the effects of different CSR initiatives on customer satisfaction, nor considered whether more customer‐centric initiatives are likely to be more effective in increasing the proportion of satisfied customers.
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Sushil Kr. Dixit, Hemraj Verma and Samant Shant Priya
The purpose of this paper is to explore the motives of Indian firms for engaging with corporate social responsibility (CSR) practices and their interplay by using interpretive…
Abstract
Purpose
The purpose of this paper is to explore the motives of Indian firms for engaging with corporate social responsibility (CSR) practices and their interplay by using interpretive structural modelling methodology (ISM) and Matrice d’impacts croisés multiplication appliquée á un classment (MICMAC) analysis.
Design/methodology/approach
The research uses ISM and Matrice d’impacts croisés multiplication appliquée á un classment (MICMAC) analysis to find the structural relationship among the CSR motives of the Indian firms identified from the past literature and agreed upon by the experts.
Findings
The ISM model indicates that firms primarily engage in CSR either because of top management commitment to certain values, to meet the legal mandate or of the pressure from the NGOs. The top management commitment gives a strategic orientation to CSR, which results in community engagement by the firm as one of the important components of the strategy. The community engagement helps in engaging with its employees and investors along with finding sources of innovations, which, in turn, help the firm in engaging its customers, managing corporate reputation and getting a cost advantage. Collectively, these help them in improving their financial performance. However, the model highlights two autonomous sources, meeting legal mandate and pressure from NGOs also motivate firms to engage in CSR without having any strategic thought or engagement with its strategic system.
Originality/value
The study provides a comprehensive listing of CSR motives of Indian firms along with the structural relationships among the identified CSR motives. The model developed provides CSR professionals and policymakers an understanding of the primary CSR motives along with their driving power and dependence. This insight will help them in manipulating these motives for better CSR engagement by the Indian firms.
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Sushil Kumar Dixit and Samant Shant Priya
Small and medium enterprises (SMEs) across the world are generally found to have a limited interest in wider social issues. SMEs face many barriers in operating in a socially…
Abstract
Purpose
Small and medium enterprises (SMEs) across the world are generally found to have a limited interest in wider social issues. SMEs face many barriers in operating in a socially responsible and sustainable manner despite it making a good business sense. This paper explores the barriers and challenges faced by Indian SMEs for engaging in corporate social responsibility (CSR) practices.
Design/methodology/approach
The research uses interpretive structural modelling (ISM) to explore the structural relationship among barriers faced by Indian SMEs in their CSR engagement which were identified from the past literature and validated by the experts.
Findings
The study identified thirteen variables as important barriers resulting in a lower CSR engagement by Indian SMEs. The ISM model indicates that Indian SMEs focus on tactical rather on strategic needs along with their limited information and knowledge about CSR are the main driving forces which keep them away from an active and meaningful CSR engagement. Their limited CSR engagement capabilities, limited need to engage with their workforce and lower CSR perceived benefits also constrain their CSR engagement. The Indian SMEs also do not see a need for CSR engagement because of lower community and governmental pressure.
Originality/value
The study provides a comprehensive listing of CSR engagement barriers faced by Indian SMEs along with the structural relationships among them. The model developed provides CSR professionals and policymakers an understanding of the important impediments in CSR engagement of Indian SMEs based on their driving power and dependence. This insight will help them in designing initiatives to influence identified barriers to promote CSR engagement by Indian SMEs.
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Lynette J. Ryals and Iain A. Davies
Over the past ten to 15 years, key account management (KAM) has established itself as an important and growing field of academic study and as a major issue for practitioners…
Abstract
Purpose
Over the past ten to 15 years, key account management (KAM) has established itself as an important and growing field of academic study and as a major issue for practitioners. Despite the use of strategic intent in conceptualizing KAM relationship types, the role of strategic intent has not previously been empirically tested. This paper aims to address this issue
Design/methodology/approach
This paper reports on inductive research that used a dyadic methodology and difference modelling to examine nine key account relationship dyads involving 18 companies. This is supplemented with 13 semi-structured interviews with key account managers from a further 13 companies, which provides additional depth of understanding of the drivers of KAM relationship type.
Findings
The research found a misalignment of strategic intent between supplier and customer, which suggested that strategic intent is unrelated to relationship type. In contrast, key buyer/supplier relationships were differentiated not by the level of strategic fit or intent, but by contact structure and differentiated service.
Practical implications
This research showed that there can be stable key account relationships even where there is an asymmetry of strategic interests. The findings also have practical implications relating to the selection and management of key accounts.
Originality/value
These results raise questions relating to conceptualizations of such relationships, both in the classroom and within businesses.
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Kaj Storbacka, Lynette Ryals, Iain A. Davies and Suvi Nenonen
Although there is substantial practitioner evidence for changes in the role and functioning of sales in the twenty‐first century, there is little academic research charting new…
Abstract
Purpose
Although there is substantial practitioner evidence for changes in the role and functioning of sales in the twenty‐first century, there is little academic research charting new directions for the sales function in a business‐to‐business context. This paper aims to report on four case studies that illustrate how sales is changing.
Design/methodology/approach
The case studies involve large global companies who were changing their existing sales process to adapt to changing circumstances. The organizations comprised four global industries: construction, power solutions, building technology, and electronics and software.
Findings
The results demonstrate that sales is changing in three interrelated aspects: from a function to a process; from an isolated activity to an integrated one; and is becoming strategic rather than operational.
Originality/value
The results suggest that changes in the role of sales will affect sales processes and the way that the sales function liaises with other departments.
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Teresa Domzal and Lynette Unger
Since the global versus multinational marketing debate began some twenty‐five years ago, pros and cons of each approach have been well recognized. This article provides an…
Abstract
Since the global versus multinational marketing debate began some twenty‐five years ago, pros and cons of each approach have been well recognized. This article provides an overview of the various methods by which global companies are achieving worldwide marketing success. Emerging positioning strategies are illustrated against a background discussion on establishing a world brand, segmenting global markets on the basis of consumer similarities and product benefits, and the recognition of universal themes. The basis for this research was to look at what is being done in the global marketing and advertising arena via print advertising from Japan, Europe, and the Middle East. Examples of ads are provided to illustrate various universal themes and positioning strategies in both the high‐tech and high‐touch product categories.
In this paper a systematic and well-defined student participation assessment scheme for college courses is proposed. The scheme supports the involvement of students in a variety…
Abstract
In this paper a systematic and well-defined student participation assessment scheme for college courses is proposed. The scheme supports the involvement of students in a variety of areas of participation within and outside the classroom with the aim of improving their learning. The scheme addresses mostly the challenges related to the practicality of the structure and design of the assessment. It also addresses the subjectivity of grading student participations. Areas of participation are widened to allow the faculty more accurate information about the conduct of each individual student towards more objective assessment. In addition, it provides the faculty with the flexibility to select areas that best fit the learning outcomes, nature of the course, availability of time and resources, and class atmosphere. The proposed scheme is initiated and developed using feedback from the teaching staff of Nizwa College of Technology, (NCT) through a survey and open discussion. The results indicate that over two thirds of the surveyed staff show agreement with the concept of assessing participation and find the scheme design clear and systematic, while 82% of them perceive the scheme as effective in improving the motivation and learning of students.
Examines the mature market, defined as consumers age 50 years orolder, and reviews 33 segmentation methods for the mature market andidentifies five key segmentation criteria…
Abstract
Examines the mature market, defined as consumers age 50 years or older, and reviews 33 segmentation methods for the mature market and identifies five key segmentation criteria: discretionary income, health, activity level, discretionary time, and response to others. Integrates methods devised by other researchers and provides marketers with a step‐by‐step, actionable segmentation method based on these five criteria. Offers implications for managers.
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The purpose of this paper is to examine two significant political advertising campaigns which used the “It’s Time” slogan and to reflect on how these related to official, popular…
Abstract
Purpose
The purpose of this paper is to examine two significant political advertising campaigns which used the “It’s Time” slogan and to reflect on how these related to official, popular and commercial nationalism in Australia. The paper is primarily concerned with two main issues: identifying and examining the variety of images of Australia in two key television advertisements, and exploring the methods by which advertising agencies created positive images of Australia and Australians in the two campaigns. It specifically highlights the significance of the “It’s Time” campaign, which is relevant for scholars and advertisers seeking to understand effective political communication.
Design/methodology/approach
This paper examines television advertisements by using semiotics as the principal methodology. The research methodology devised for the advertisements consists of two main components: a shot combination analysis, also known as a shot-by-shot analysis, and a semiological reading of the visual and acoustic channels of the advertisement.
Findings
This paper examines the use of commercial nationalism in television advertising. As one of many social and cultural influences, advertisements assist the individual in understanding their notion of themselves and their relationship with the wider community – be it local, national, regional or global. The primary focus of this research is the phenomenon of commercial nationalism – the adoption of national signifiers in the marketplace. However, by examining the more general discourse on nationalism, particularly the voice of official nationalism – the promotion of nationalism by the nation-state (or those aspiring to power), the symbiotic relationship between these two complementary brands of nationalism is explored.
Originality/value
The methodology adopted for analysing the two political advertising campaigns offers conceptual and practical value. It provides a consistent set of terms and concepts for further research to build upon. The paper provides insights for the marketing or examination of advertising campaigns. The paper demonstrates the power of market research to inform a framing strategy for a political campaign. The paper contributes to the body of knowledge in this area and thus society’s understanding of these important periods in the nation’s history. In particular, the paper provides an exploration into the “It’s Time” campaign and how it mobilised a broader cultural awakening to engineer success at the ballot box in 1972. The two case studies examined in this paper are relevant to political scientists and media and communication scholars.