In search of the perfect fit, more companies turn to personality tests to help fill jobs.
Rick Ferguson and Sharon M. Goldman
This paper seeks to encourage loyalty marketers to embrace cause‐related marketing.
Abstract
Purpose
This paper seeks to encourage loyalty marketers to embrace cause‐related marketing.
Design/methodology/approach
The paper explores companies which have used or are using cause‐related marketing, from McDonald's 1984‐established Ronald McDonald House to the newer LIVESTRONG campaign, and examines which programs’ successes, failures and consumer reactions.
Findings
According to the 2008 Edelman goodpurpose study, 63 percent of consumers think companies spend too much on marketing and advertising and should set aside more for a “good cause”. Even during a recession, the study adds, 80 percent of global consumers think it is still important that brands and companies set aside money for a social purpose. A recent survey of 9,000 consumers worldwide by Boston Consulting Group indicates that, despite the economic downturn, buying green products remains a priority – a majority of respondents in all countries expressed a willingness to pay a premium of 5 percent or more for green products, and 73 percent considered it important that companies have good environmental records.
Practical implications
Today, cause marketing is more than just a trend – it is an imperative. What began as a simple way to build brand affinity has become a consumer expectation in an era in which sustainable and ethical consumer choices are more important than ever before. And within that framework, loyalty marketing tactics are at the heart of creative innovation.
Originality/value
The paper presents exclusive interviews with representatives from some of the largest marketing firms in the industry today and offers tangible tips and tools to utilize in the real world marketing plans.
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Ryan Felty, Brian G. Whitaker, Shawn M. Bergman and Jacqueline Z. Bergman
The current study integrates self-enhancement and social exchange theories to construct hypotheses in which team-level narcissism is expected to negatively influence team-level…
Abstract
The current study integrates self-enhancement and social exchange theories to construct hypotheses in which team-level narcissism is expected to negatively influence team-level task performance ratings and team-level organizational citizenship behaviors directed at team members (OCB-Is). Additionally, individual-level narcissism is expected to negatively influence peer performance ratings. Based on longitudinal data collected from 89 study participants constituting 29 project teams, results indicate (a) team-level narcissism influences task performance, (b) team-level narcissism influences changes in OCB-Is over time, and (c) individual-level narcissism influences peer performance ratings. Our findings suggest the necessity for practitioners to consider individual differences in the strategic formation of work groups.
Identifies key activities that network users can perform in orderto use the network effectively. Offers recommended reading, frombeginner to expert user status. Explains some…
Abstract
Identifies key activities that network users can perform in order to use the network effectively. Offers recommended reading, from beginner to expert user status. Explains some commonly used terms (e.g. Turbo Gopher with Veronica!). Lists useful Internet resources.
Building on the forms of immersion in computer games, this chapter argues that games, whether played alone or with others, require a level of engagement equal to that of immersive…
Abstract
Building on the forms of immersion in computer games, this chapter argues that games, whether played alone or with others, require a level of engagement equal to that of immersive artworks. Drawing on concepts from Ernest Adams, Staffan Björk and Jussi Holopainen, the chapter explores how games and digital worlds engage and immerse the viewer through sensory-motoric, cognitive, emotional and spatial elements. These digital spaces position the audience as both participants and co-creators, similar to immersive art forms dating from the 1950s and 1960s, where the shift from passive spectator to active participant, as seen in the works of Allan Kaprow and the Light and Space Movement, is mirrored in contemporary digital practices. This chapter examines how digital tools and new thinking enable unique opportunities for representation, display, engagement and interpretation, where the concept of an expanded narrative, incorporating active spaces and cross-disciplinary collaboration, is crucial for contemporary digital and new media practice. This chapter explores the intersection of art and VR gaming, using Half-Life: Alyx as a case study to demonstrate immersive engagement. Highlighting the impact of the COVID-19 pandemic, this chapter also discusses how cultural and heritage institutions have adopted technology to engage remote audiences. By linking research with practical examples, the chapter illustrates how VR and gaming push the boundaries of immersive experiences, creating novel opportunities for audience interaction and engagement.
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Suggests that rapid rise of energy costs and worldwide inflation have altered pricing decisions importance. Provides an overview of the marketing literature on pricing — intending…
Abstract
Suggests that rapid rise of energy costs and worldwide inflation have altered pricing decisions importance. Provides an overview of the marketing literature on pricing — intending developing a conceptual framework and classification system for different types of pricing strategies in industrial markets. Strives to provide a more comprehensive basis for developing industrial pricing strategies in addition to earmarking the most relevant marketers' needs. Sectionalises the article and, in the first part, explores existing literature; the second part develops a taxonomy of purchasing situations. Closes by linking the pricing topics, identified previously, to the different purchasing situations. Lists, by topic, the articles used and these are in the Appendix to enable quick reference to potential users. Employs tables for extra emphasis to aid in explanation along with 2 Appendixes.
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Hosun Lee, Dae Ryun Chang and Sabine Einwiller
This study aims to examine how consumers use a moral reasoning process to defend preferred celebrity and celebrity brand images and specifically, the processes for supporting the…
Abstract
Purpose
This study aims to examine how consumers use a moral reasoning process to defend preferred celebrity and celebrity brand images and specifically, the processes for supporting the celebrity’s comeback after a transgression.
Design/methodology/approach
Study 1 measures consumers’ preference for celebrities and their support for them after a transgression and tests whether the celebrity’s image moderates consumers’ preference for celebrities and their support of them to come back. Study 2 examines the effect of the specific moral reasoning processes and tests whether it leads to different levels of support after a transgression, depending on the primed celebrity image.
Findings
Results show celebrity preference is positively related to consumer support of a celebrity’s return after a wrongdoing. This relationship is moderated by the celebrity’s image (Study 1). The authors find that a celebrity primed with a role model image receives more support for a comeback in the moral rationalization condition, whereas a celebrity primed with a bad boy image receives more support in the moral decoupling condition (Study 2).
Research limitations/implications
First, in the empirical studies, using a pre-test, the authors chose transgressions that were unrelated to the celebrities’ profession and that had an intermediate level of severity. Moreover, these transgressions were manipulated using information about fictitious celebrities to control for pre-existing respondents’ differences on information or biases about them and confounding characteristics between identified celebrities. Despite the control benefits, the disadvantage of this approach could be that respondents’ involvement with the celebrities may be generally lower as compared to studies that use known celebrities (Fong and Wyer, 2012). The involvement or attachment with known celebrities by respondents may be a factor that determines the power of a specific human brand. By using fictitious celebrities, the effects related to human brands may have been bounded or based more on celebrity archetypes. Another limitation is that both Studies 1 and 2 collected data using an online panel. To make the results more generalizable, the authors can contemplate on-site experimental designs or a qualitative approach in future research. The latter may also facilitate the use of known human brands to understand how they interact with other mediating factors without having to worry about control of confounds between respondents. Finally, there is a potential inflation of moral sensitivity stemming from measuring moral reasoning in Study 1 after informing participants about a celebrity transgression. While the authors followed other studies in this procedure, for the effects related to measuring across different image groups this would be less critical, as all participants would be affected in a similar way. However, there remains the possibility that the inflation bias could be higher for one celebrity type and could be a limitation or even a topic considered for future research that delves into specific relationships between celebrity image type and morality judgment bias.
Practical implications
The results of this study have managerial implications for the various stakeholders involved. First, for celebrities, especially role models, living up to expectations congruent to the performances and brand images that they have developed is important. This will necessitate them to manage their consumers’ expectations, and perhaps, suggest that they do not create unrealistically high ones. Although consumer expectations have not often taken center stage as a theoretical issue in recent consumer research, they may still be important for consumers’ evaluations and choices (Howard and Sheth, 1969). In addition, this study offers implications for public relations agencies or management companies that promote and manage celebrities. Although consumers in many countries have a higher preference for celebrities with a role model image, the authors see that being such a human brand can be potentially counterproductive amid scandals. If the level of supporters’ commitment for a celebrity is high and the attachment relationship is strong, then constructing a diverse and flexible image spectrum may be more advantageous in the long term than adhering to just the role model image. In the event that a misbehavior has occurred, celebrities, to the extent that they can identify their brand image, need to assess more precisely the type of moral judgment and support they are likely or unlikely to receive after the transgressions. Based on that analysis, the misbehaving celebrities may have to adjust the rehabilitation period or act of redemption. Finally, the conventional wisdom used by advertising agencies or corporations that the bad boy image of celebrities is more vulnerable to a negative event, needs to be reconsidered (Aaker et al., 2004). This rethinking is aligned with other past research that have also argued that transgressions do not necessarily have an adverse impact on associated brands (Lee and Kwak, 2016). Thus, when advertising agencies use celebrities, they must consider the congruence between the human brand image and the company and review the source and depth of the reasons why supporters like celebrities using a broader perspective.
Social implications
Although consumers in many countries have a higher preference for celebrities with a role model image, the authors see that being such a human brand can be potentially counterproductive amid scandals. For them constructing a diverse and flexible image spectrum may be more advantageous in the long term than adhering to just the unrealistic role model image. Celebrities need to assess more precisely the type of moral judgment and support they are likely or unlikely to receive after the transgressions. Based on that analysis, the misbehaving celebrities may have to adjust the rehabilitation period or act of societal redemption.
Originality/value
The study makes three key contributions by combining celebrity image and moral psychology to assess how consumers pass moral judgment on celebrities who transgress according to different image types, examining the mediation effect of moral reasoning in the relationship between consumer preferences for a celebrity and their support for them after transgressions and looking at consumer support for a comeback of the transgressing celebrity as the dependent variable and not just the effects of the immediate fallout. The value of this study, therefore, lies in understanding the specific dynamics between consumer preference, celebrity image, moral reasoning processes and consumer support to accept a celebrity’s return after a transgression.
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Saboohi Nasim and Sushil
Managing e‐government is invariably managing change. Despite plethora of literature on change management, the rate of success of e‐government projects is dismal, especially in…
Abstract
Purpose
Managing e‐government is invariably managing change. Despite plethora of literature on change management, the rate of success of e‐government projects is dismal, especially in developing countries. Deriving from strategy and change management literature, this paper seeks to present a new approach to strategize for better change outcomes in e‐government domain. A new construct of “continuity” is introduced and proposed to be managed concurrently with change forces to attain better delivery of strategic deliverables in e‐government projects.
Design/methodology/approach
Continuity and change forces affecting e‐government domain identified from the literature are statistically validated by conducting an “idea engineering” exercise. For this response from e‐government experts to a structured questionnaire is elicited to validate the forces, which are further modeled in the strategic framework proposed.
Findings
Drawing from strategy and change management literature, it is hypothesized that “managing change in e‐government can be better leveraged by consciously and concurrently managing continuity”. Based on expert survey, out of the initial six continuity and eight change forces proposed, only one continuity force has been dropped and the rest are further modeled in the framework. Propositions for future research and implications for policy makers and implementers are highlighted.
Practical implications
Given the low rate of success of e‐government initiatives, especially in developing countries, this framework may serve as an important approach to strategizing in e‐government domain and may be of value to not just the policy makers but also to other stakeholders like project planners, implementers and also the beneficiaries.
Originality/value
The value of this paper lies in the application of the concept of strategic management of continuity and change in e‐government domain; identification of continuity and change forces in e‐government; and proposing a model linking the “constructs of continuity and change” forces with strategic deliverables of e‐government.
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Alexander W. Wiseman and Christopher S. Collins
This volume of the International Perspectives on Education and Society series examines the development of the World Bank's Education Strategy 20201…
Abstract
This volume of the International Perspectives on Education and Society series examines the development of the World Bank's Education Strategy 2020 1 (http://www.worldbank.org/educationstrategy2020). The Executive Summary of this strategy is reprinted in this volume for easy reference. Prior to the release of the Education Strategy 2020, a World Bank concept note was developed and consultations about the new strategy took place around the world. To document and analyze this process of education strategy development by the World Bank, this volume brings together a diverse array of voices and responses to the Bank's strategy for education in the developing world. As discussed in the introductory chapter, this volume primarily focuses on the World Bank's strategy development, and attempts to bridge the dichotomy between critics and advocates by providing relevant scholarship to influence both the World Bank's practice and the research and critiques that focus on the Bank's education strategies, policies and activities. The unique character of this volume is that it follows a significant shift in the World Bank's education policy as it was taking place and immediately following its development by using the unique approach of simultaneously documenting and analyzing the Education Strategy 2020 development.
This chapter offers a reading of the inclusion of Susan Glaspell's short story, A Jury of Her Peers, in the casebook, Procedure. What does it mean that the editors turn to a…
Abstract
This chapter offers a reading of the inclusion of Susan Glaspell's short story, A Jury of Her Peers, in the casebook, Procedure. What does it mean that the editors turn to a secular, literary narrative to ground a consideration of “The Problem of Judgment?” How should we read the irony of the reading instructions they provide, which reproduce the blindness to form – to the significance of “trifles” – that the text describes? How do we read literature in the context of law? More specifically, what does attention to the form of the story yield for an understanding of legal judgment?