A Road to Meaningful Marketing Research (or how communication, marketing and you can save the world) Clifford J. Shultz, II, Ph.D. President, International Society of Markets and Development Editor, Journal of Macromarketing Professor and Marley Foundation Chair Arizona State University http://agb.poly.asu.edu/cjs [email protected]480 727 1242 Thanks to Dr. Pierre McDonagh and the DCU CCS.
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A Road to Meaningful Marketing Research (or how communication, marketing and you can save the world) Clifford J. Shultz, II, Ph.D. President, International.
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A Road to Meaningful Marketing Research(or how communication, marketing and you can save the world)
Clifford J. Shultz, II, Ph.D.President, International Society of Markets and
DevelopmentEditor, Journal of Macromarketing
Professor and Marley Foundation ChairArizona State University
Shultz, C. (1993), “Situational and Dispositional Predictors of Performance: A Test of the Hypothesized Machiavellianism x Structure Interaction Among Sales Persons,” Journal of Applied Social Psychology, 23 (6), 478-498.
Shultz, C., Burkink, T. Grbac, B. & Renko, N. (2005), “When Policies and Marketing Systems Explode: An Assessment of Food Marketing in the War-Ravaged Balkans and Implications for Recovery, Sustainable Peace, and Prosperity,” Journal of Public Policy & Marketing, 24 (1), 24-37.
Shultz, C., Hughner, R. & An Van Khanh (WIP), “Do Consumers Care about Producers (and Should They)? Illuminations from the Global Coffee Industry” (with An Van Khanh & Renee Hughner).
Shultz, C. & M. Holbrook (1999), “Marketing and the Tragedy of the Commons: Synthesis, Commentary, and Analysis for Action,” JPP&M, 18 (2), 219-229.
Situational and Dispositional Predictors of Performance: A Test of the Hypothesized Machiavellianism x Structure
Interaction Among Sales Persons
Machiavelli (1532)
Machiavellian: evil vs. pragmatic (necessary)
The Mach Scales (Christie and Geis 1970)Measures one’s orientation toward MachiavellianismEffects on Performance
Sample Items
Most men are more concerned about making a good living than satisfying their conscience
All men are ready to change masters in the hope of bettering themselves
Home | About the Project | Project Progress | Countries & Republics | Maps | Universities | Commodities | Wheat Export ResearchInstitutional Links | Research | Regional Markets/Links | Photos | North Adriatic Study Tour | Greece Internship | Contact Us | Site Index
Agencies, departments and institutions that have provided or currently provide support for various aspects of this project, include, the United States Department of Education, The Croatian Ministry of Science and Technology, The US State Department, Arizona State University's Morrison School of Agribusiness and Resource Management (MSABR), the American Farm School, the Desert Wheat Growers Cooperative, the Arizona Grain Research and Promotions Council, the STAR Center, the
University of Zagreb Faculty of Economics, the University of Rijeka, University of Sarajevo, University of Ljubljana, University of Tuzla, University of Innsbruck, and the University of Split
Have begun experiments to examine relationships in model (e.g., Hong, Pecotich, Shultz 2002; Schmitt et al 1994; Troutman & Shanteau 1976)
Methods: 2 Quasi-experiments
Quasi-experiment 1 (2 x 3)Language/labeling effects
n = 60: 30 Vietnamese & 30 Americans
Nested variable: nationality
IV: language labeling: Vietnamese, English-Vietnamese, and English
DV: attitudes toward product; intention to buy
Some Results- Quasi-experiment 1
Means: attitudes toward quality
2
3
4 4
2.6
3.8
3.6
3.32.7
0
1
5
English English-
Vietnamese
Vietnamese
Vietnamese subjectsAmerican subjects
Means: intention to buy coffee
2.6
4.2
3.63.9
2.6
2
0
1
2
3
4
5
English English-Vietnamese
Vietnamese
Vietnamese subjectsAmerican subjects
MethodsQuasi-experiment 2 (2 x 2)
Investigate the effect of country-of-origin on consumer perceptions of quality
n = 40 subjects: 20 VN and 20 AmericansNested variable: nationalityIV = “country of origin” (taste test): VN vs. USDV = perceptions of quality; intentions to buy
Some Results- Quasi-experiment 2
Means: attitudes toward quality
3.5
2.75
3.35
3.3
0
1
2
3
4
American coffee Vietnamese coffee
Vietnamese subjects
American subjects
3.65
3.2
3.153.4
0
1
2
3
4
5
American coffee Vietnamese coffee
Vietnamese subjectsAmerican subjects
Means: intention to buy coffee
Brand Management ImplicationsConsumer-based export development
Segment and targetDevelop meaningful brand(s)Partner with key players in supply chain
National Strategic Implications:
Must attract FDI
Must invoke more progressive policies
Must improve marketing skills
Must re-frame concept of “strategic”
From War to Reconstruction: Marketing as Realpolitik
Level of DestructionDegree of Despotism
Transition – how far?Geographic luckInvolvement of Diaspora
Access to capital (influence)Entrepreneurial ethos
Target “Global” ConsumersSeek Anchors in Global Systems…TransparencyKnowledge / Marketing SkillsBroader pro-social issues & contributions: Buying into the greater good; integrating and managing systems, over time, for the best outcomes for the largest number…Macromarketing
Must frame thinking in terms of social traps, or commons dilemmas
Marketing and the Tragedy of the Commons: Synthesis, Commentary, and
Analysis for ActionJPP&M (1999), 18 (2), pp. 219-229
Clifford J. Shultz IIArizona State University
& Morris B. HolbrookColumbia University
JPP&M Special Session: Award Winning & Influential ArticlesAMA Summer Educators’ Conference, August 2003
Tragedy of the Commons / Social Traps
The most eternal, omnipresent and insidious of problems…
Phenomenon whereby “rational” selfish decisions or rewards produce undesirable long-term consequences for the group as a whole.
Marketing and the Tragedy of the Commons
Marketing and the Tragedy of the Commons
Contemporary Examples
Weapons Sales / War Air PollutionDeforestationBlack OutsEtc.
Marketing and the Tragedy of the Commons
Philosophers & Ethicists
Behavioral & Biological Scientists
Governments & Consumers / Stakeholders
Marketers & Marketing Institutions
S&H: Review, Synthesize & Suggest*
Synthesis of Solutions
Regulation: fiat / taxation / user fees
Organization
Social responsibility
Communication
Figure 1. Stakeholder Negotiation and Compliance Model for Commons Management
RedwoodCommons
RegulatorsActivistsConsumersLumber Co.
Negotiated agreementfor commons management
Monitoring/Verification
Impact on other commons,e.g., air, watersheds, soil, etc.
Stakeholders
Staying Power / Impact
Social dilemmas are the most eternal, omnipresent and insidious of problems.
Affect all policy & marketing decisions (?)
Interdisciplinary, integrative & inclusive
Solutions-oriented
Provides testable propositions
Research Opportunities/Challenges
Empirical Tests of PropositionsWeapons MarketsDeveloping Economies: FDI vs. Aid vs. No EngagementFarm & Industry Subsidies* (“Moral Hazards”)Supporting Corrupt Governments / Oil RegimesPoverty & WellnessCrime (e.g., Enron)Trade agreements*IPR*Pollution & Resource ManagementCareer Management: Meaningful Research
Final thoughts
What’s the question, why is it important, what’s your contribution to a solution.
Extend others vs. Create a niche/area.
Pursue your passions and you will never work a day in your life.
Research Opportunities/Challenges
Empirical Tests of PropositionsWeapons MarketsDeveloping Economies: FDI vs. Aid vs. No EngagementFarm & Industry Subsidies* (“Moral Hazards”)Supporting Corrupt Governments / Oil RegimesPoverty & WellnessCrime (e.g., Enron)Trade agreements*IPR*Pollution & Resource ManagementCareer Management: Meaningful Research