The purpose of this paper is to examine a unique marketing and legal problem that manufacturers of prescription drugs and medical devices face in the USA, under the theory of…
Abstract
Purpose
The purpose of this paper is to examine a unique marketing and legal problem that manufacturers of prescription drugs and medical devices face in the USA, under the theory of “overpromotion” and the Learned Intermediary Doctrine (the LID), and suggests a solution to the problem.
Design/methodology/approach
The study uses a critical review of the literature and decided legal cases to analyze the problem of direct-to-consumer advertising of prescription drugs and medical devices under the LID and “overpromotion” doctrines.
Findings
The study suggests a different approach to advertising drugs that divides the audiences into primary and secondary targets to immunize drug and medical device manufacturers against liability.
Research limitations/implications
Because the laws guiding advertising are different in different countries, the findings of this study are relevant only to the US market.
Practical implications
The paper gives practical guidance on an alternative communication strategy that could immunize drugs and medical device manufacturers against liability.
Originality/value
The study uses knowledge of law and marketing to tackle an issue that, even though is useful and relevant, is rarely discussed in the marketing literature.
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The purpose of this study is to propose and develop a new perspective in Islamic Marketing by Integrating Islamic Marketing principles and the conventional Social Marketing…
Abstract
Purpose
The purpose of this study is to propose and develop a new perspective in Islamic Marketing by Integrating Islamic Marketing principles and the conventional Social Marketing discipline.
Design/methodology/approach
This is a conceptual study that is based on academic contributions gathered from the works of key academicians of Islamic Marketing and Social Marketing discipline. The author also presents personal viewpoints regarding the discipline. Conventional social marketing practices in various Muslim and non-Muslim countries have been studied with theoretical discussions. A critical approach has been applied in this study to assimilate Islamic marketing principles with existing social marketing theories.
Findings
The author proposes a distinct discipline of Islamic Marketing, which is termed as Islamic Social Marketing. The new discipline has been compared with conventional social marketing framework and practices to demonstrate its distinctive features. The critical analysis and discussion exhibit that the proposed new discipline has both similarities and dissimilarities with present social marketing theories and practices.
Originality/value
This study contributes to Islamic Marketing discipline by proposing a unique field that has been termed as “Islamic Social Marketing”. Although many studies have been conducted on Islamic marketing, the analysis of social marketing in light of Islamic Marketing principles remains clearly in a vacuum-like situation. The current research work is a starting point for academic discussions on this issue that can provide guidelines to develop social marketing intervention programs for Muslim-dominated societies and assist Islamic value-driven social marketing practitioners.
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Chien-Wei (Wilson) Lin, Dipankar Rai and Trang P. Tran
This paper aims to investigate the influence of implicit self-theories and the change in CEO of a firm after product failure on consumers’ preference of the enhanced product.
Abstract
Purpose
This paper aims to investigate the influence of implicit self-theories and the change in CEO of a firm after product failure on consumers’ preference of the enhanced product.
Design/methodology/approach
Three experiments were conducted involving product failure and CEO change scenarios.
Findings
Studies demonstrate that incremental theorists prefer the enhanced product after the CEO change (vs no change), whereas entity theorists do not prefer the enhanced product after the CEO change. This effect is mediated by consumers’ perception of the likelihood of success of the firm after the CEO change. Furthermore, entity theorists prefer the enhanced product only when the CEO change is external (vs internal).
Research limitations/implications
Future research could investigate if the impact of CEO change on product perception depends on the severity of the situation, and identify boundary conditions under which the CEO change is not beneficial.
Practical implications
The results suggest that organizations can take advantage of the leadership change by introducing new products strategically around the period of leadership change. Marketers can induce incremental mindset in their advertisement material during the period of leadership change to ensure that all consumers have a positive perception of the enhanced products.
Originality/value
This is the first research to investigate how consumers respond to leadership changes made by organizations. The findings show that different signals (internal vs external CEO change) can generate different reactions across different receivers (incremental vs entity theorists).
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Prida Ariani Ambar Astuti, Antonius Widi Hardianto, M. Sarofi Sahrul Romadhon and Roel P. Hangsing
This study aims to examine the strategy of TV9 Nusantara, one of the local televisions in Indonesia, marketing its religious programs when soap operas are the most popular…
Abstract
Purpose
This study aims to examine the strategy of TV9 Nusantara, one of the local televisions in Indonesia, marketing its religious programs when soap operas are the most popular television programs in Indonesia.
Design/methodology/approach
This study used a descriptive qualitative method by collecting data using in-depth interviews, observation and documentation.
Findings
TV9 Nusantara used a counter-programming strategy to seize viewers from the competing television stations; the prime time is also set differently from other televisions as well as implements a head-sterling strategy to make the audiences loyal to watching TV9 Nusantara programs and not switch the channels.
Research limitations/implications
In Indonesia, three types of television stations are broadcast nationally, publicly or government-owned, central and regional and local television. This study only focused on local television stations whose main program is religious, especially Islam.
Practical implications
The results of this study can underline the importance of establishing segmentation, targets, differentiation and market positioning as well as efforts to create products, prices, places and promotions for journalistic products, especially TV broadcast products and production processes that follow Sharia principles.
Social implications
This study can inform the public regarding TV Broadcasting products and production processes following Sharia principles.
Originality/value
This study examined the implementation of marketing strategies and the marketing mix on local television, especially television that broadcasts programs that are not the favorites of most viewers.
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Muhammad Azam, Muhammed Usman Khalid and Syeda Zinnaira Zia
The purpose of this study is to investigate the effect of board diversity on corporate social responsibility (CSR) practices and the interaction effect of Shariah compliance of…
Abstract
Purpose
The purpose of this study is to investigate the effect of board diversity on corporate social responsibility (CSR) practices and the interaction effect of Shariah compliance of firms with religious and ethical principles.
Design/methodology/approach
A total of 65 firms listed on the Pakistan Stock Exchange (PSX) were selected. The data were collected from the companies’ financial reports from 2012 to 2018 (n=455). The data were analyzed using fixed and random effects regression models to test the effect of board diversity on firms’ CSR activities, while hierarchical moderated regression analysis was used to determine the moderating effects of Shariah compliance.
Findings
The study found evidence for a moderating effect of Shariah compliance on the relationship between board diversity and CSR activities. The findings suggest that a high level of Shariah compliance together with diverse educational backgrounds and presence of both genders among corporate members significantly promoted CSR activities.
Research limitations/implications
The present study included the demographic variables, gender, ethnicity and education; but excluded language and culture. The results suggest that the Security and Exchange Commission of Pakistan should attach more importance to Shariah compliance by firms in developing their CSR policies to improve social development and human well-being. Policy-makers should encourage more women to become directors on company boards and to increase philanthropic and charitable activities. These findings possess important implications for many Islamic countries irrespective of whether they are developed or developing.
Originality/value
To the best of the authors’ knowledge, this study provides the first empirical analysis of the relationship between CSR and board diversity from the perspective of Islamic Shariah law. The findings will contribute both theoretically and empirically to the existing body of knowledge.
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Catherine Nickerson and Effrosyni Georgiadou
This study aims to investigate the evolution of sustainability reporting in the United Arab Emirates (UAE) against a backdrop of changing legislation. It uses qualitative content…
Abstract
Purpose
This study aims to investigate the evolution of sustainability reporting in the United Arab Emirates (UAE) against a backdrop of changing legislation. It uses qualitative content analysis within the corporate social responsibility (CSR) communication framework proposed by Kotler and Lee (2005) to investigate how corporations in the UAE disclosed information on their CSR activities in 2018 and 2023.
Design/methodology/approach
The authors refer to the CSR communication framework proposed by Kotler and Lee (2005), which puts forward a set of marketing communication strategies that can be used to promote a corporation. The authors identify the strategies used by the top 14 companies operating in the UAE in their CSR disclosure in the fall of 2018 and the spring of 2023, respectively. The authors note any changes that have occurred over time and differences between the distinct business sectors.
Findings
The findings indicate a continuing reliance on the marketing communication strategies associated with corporate philanthropy, cause promotion and being a good corporate citizen. All of the corporations in the study showed evidence of engaging in an increasing diversity of CSR initiatives and a corresponding diversity in the marketing communication strategies they used to promote them.
Practical implications
Corporations wishing to promote themselves through their CSR activities and build a positive reputation would do well to select a diverse set of CSR activities communicated in a variety of ways.
Originality/value
To the best of the authors’ knowledge, this study is the first longitudinal, comparative study examining the CSR marketing strategies of the top corporations in the UAE. As such, it contributes to the ongoing debate on CSR in the Middle East in general and to understanding more about the approach as well as the changes in approach to CSR in a Muslim-majority Middle-eastern and secular developing economy, the impact of CSR legislation and government regulation on CSR disclosures in different business sectors and the promotional opportunities afforded by effective CSR disclosure within the UAE in particular.
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Saeidi Ramyani Saleh, Ehsan Mousavi Khaneghah, Nosratollah Shadnosh and Amirhosein Reyhani ShowkatAbad
This paper aims to propose a mathematical model for describing and clarifying the relationships among the indicators governing the social values of special customers in…
Abstract
Purpose
This paper aims to propose a mathematical model for describing and clarifying the relationships among the indicators governing the social values of special customers in business-to-consumer (B2C) e-commerce systems. This mathematical model is also able to describe the degree of adaptability of e-commerce systems to the social values of specific clients, and commercial firms are able to use the parameters described in this paper to increase the versatility and has the power to trade with special customers in different areas.
Design/methodology/approach
In this paper, while analyzing the issue of trading from the point of view of the customer as an element of trading, the affecting factors the trading space have been extracted. These affecting factors are categorized in three major groups: culture, technology and customers. This classification is based on the e-commerce and developing the traditional commerce. Using the mapping functions, the effects of each element in these three spaces on the concept of social values have been analyzed. The result of this analysis is the mathematical model governing each parameter and its semantic relation with the concept of social value.
Findings
The presence of a mathematical model between the indicators influencing the model adaptability and social values space allows e-commerce system designers to be able to make decisions on the adaptability of the model with a quantitative approach. To examine the proposed mathematical models, important frameworks and patterns in the field of e-commerce have been analyzed with an Islamic approach, as one of the adaptations of B2C e-commerce model.
Research limitations/implications
Regarding the innovation of the work, the case has been made, and the concept of social value and the model governing the elements of social values in this paper, in a B2C e-commerce model, has been discussed in general; the problem is parametric solved.
Practical implications
One of the key concepts in commerce is the ability of the commerce model to adapt to the requirements of special customers. This is more important in costumer-based e-commerce models. In these types of systems, if the commerce cannot match the customer’s characteristics, it will not be accepted and used by customers. This is especially more important in the field of social values for customers.
Originality/value
In this paper, a mathematical model is presented to examine the adaptability of e-commerce systems to the social values of special customers. In examining this model, the relationship between each element affecting the social value of specific customers and the factors affecting trade has been studied.
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Ali Ramazani and Mahdi Kermani
Due to economic growth and increasing the population of Islamic societies in the world, marketing studies have become more essential in these societies. This paper aims to study…
Abstract
Purpose
Due to economic growth and increasing the population of Islamic societies in the world, marketing studies have become more essential in these societies. This paper aims to study the relationship between Islamic religiosity and conspicuous consumption in Mashhad, the second-most populous city in the Islamic Republic of Iran, as a case of Islamic societies in the Middle East.
Design/methodology/approach
The data were collected by a survey of 534 respondents in Mashhad and stratified random sampling was applied.
Findings
Unlike the majority of former investigations, the results showed that there is a positive relationship between Islamic religious commitment and conspicuous consumption. Furthermore, gender, social media and income are important factors in explaining the extent of conspicuous consumption.
Practical implications
Luxury companies can use the results of this research to invest in Islamic countries where there is a great demand for luxury items. Additionally, it is recommended for these companies to use the potential opportunity of social media which is extremely popular in Muslim countries to advertise their products to a large population at a low price.
Originality/value
The results of this study can challenge the conventional understanding of the relationship between Islamic religiosity and conspicuous consumption. According to the results of this paper, in the Middle East Islamic rich countries, it seems that Muslims have a positive attitude toward conspicuous consumption, although Islam disapproves consuming excessively by the notion of Israf.
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Elizabeth A. Minton, Frank Cabano, Meryl Gardner, Daniele Mathras, Esi Elliot and Naomi Mandel
The USA is witnessing a conflict between LGBTQ (lesbian, gay, bisexual, transgender and queer) consumers/supporters and Christian fundamentalist service providers/opponents…
Abstract
Purpose
The USA is witnessing a conflict between LGBTQ (lesbian, gay, bisexual, transgender and queer) consumers/supporters and Christian fundamentalist service providers/opponents regarding whether service can be denied based on religious values. The purpose of this paper is to make a timely investigation into this conflict between marketplace inclusion (for LGBTQ consumers) and freedom of religion (for religious service providers).
Design/methodology/approach
The intersection of marketplace inclusion for LGBTQ consumers and religious freedom for service providers is examined by identifying appropriate strategies that address this conflict and reviewing how differing religious perspectives influence perceptions of LGBTQ consumer rights, all building off the social identity threat literature.
Findings
LGBTQ and religious identities often conflict to influence consumer behavior and service provider interactions. Such conflict is heightened when there is a lack of substitutes (i.e. only one service provider in an area for a specific service). Common LGBTQ consumer responses include changing service providers, providing justification for the provision of services and pursing legal recourse. Suggested strategies to address this conflict include highlighting common social identities and using two-sided messages for service providers, using in-group interventions for social groups and using government interventions for public policy.
Originality/value
Research has yet to examine the conflict between marketplace inclusion and religious freedom, particularly for the inclusion of LGBTQ consumers. Thus, this paper provides a novel conceptual model detailing these relationships to stimulate discussion among consumers, service providers, social groups and public policy in addition to serving as a foundation for future research.