Burford, MR & Chan, K 2017, 'Refining a strategic marketing course: Is a ‘flip’ a good ‘fit’?', Journal of Strategic Marketing, vol. 25, no. 2, pp. 152-163.
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A ‘flipped’ approach to the delivery of higher education is becoming increasingly possible as older style teaching rooms are adapted to seamlessly integrate interactive technologies. This paper describes challenges in refining a capstone strategic marketing course as it transitions to a ‘flipped’ mode. The current course already has many ‘active’ learning elements that encourage student participation. However, in suggesting a move to a ‘flipped classroom’, the increased opportunity for meaningful peer interaction should further reinforce the main course objective–to equip students to cope in an uncertain world. Fine-tuning the course draws on notions of co-creation found in both the marketing and educational literatures. The conclusion of this paper is that the aims of a strategic marketing course, to provide resilient thinking marketing strategists, would sit well with a pedagogy that encourages students to participate in collaborating in their own learning in a dedicated shared learning ‘space’.
Camilleri, AR 2017, 'The Presentation Format of Review Score Information Influences Consumer Preferences Through the Attribution of Outlier Reviews', Journal of Interactive Marketing, vol. 39, pp. 1-14.
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Dowling, G 2017, 'The glass ceiling: fact or a misguided metaphor?', Annals in Social Responsibility, vol. 3, no. 1, pp. 23-41.
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PurposeThe glass ceiling is a metaphor used to characterize the gender inequality of women at the top in most large western organizations. This situation has prompted many business organizations, NGOs and governments to encourage large organizations to promote more women into the executive suite and onto boards of directors. While there is little controversy about this initiative, this paper argues that there should be because it directly challenges the principle that merit should outweigh diversity. The paper aims to discuss these issues.Design/methodology/approachThis paper reviews research that purports to show that women are unfairly under-represented in the most senior positions in large western organizations. It also reviews the arguments that more senior women would improve the performance of these organizations. This research is then used to develop a model of why there are markedly fewer women than men at the top of large organizations.FindingsThis study finds that most of the research studies purporting to show that there is a bias against promoting women to the top of large western organizations are unsound because they are poorly designed and/or fail to accommodate alternative explanations for this effect. Thus, the current number of women who run these organizations may be a good reflection of their contribution to the management of these organizations. These findings suggest that many of the policies that are promoted to help women break through the glass ceiling are misguided.Practical implicationsLarge organizations should think carefully about following the advice of spec...
Ellis, RB & Waller, DS 2017, 'Marketing education at the University of Melbourne', History of Education Review, vol. 46, no. 1, pp. 95-106.
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PurposeThe purpose of this paper is to analyse the early days of marketing education by observing the first “Marketing” subject in Australia, which was taught at the University of Melbourne, and comparing elements of the early subject to the introductory Marketing subject of today.Design/methodology/approachThe information used for this study was obtained from material in the University of Melbourne Archives, including calendar entries, subject descriptions, and university announcements, as well as from interviews and correspondence with various people including those in academic and administrative positions, and former students.FindingsThe origins of university-level marketing education in Australia can be seen to have been shaped by several influences, including: the external environment of the country at that time; the areas of interest of academic staff; the availability of teaching material – textbooks, academic articles, appropriate case studies, academic research papers, etc.; the academic staff and teaching materials from the USA; and the extent to which the supporting technology of marketing had changed.Practical implicationsBy observing the development in marketing education over the years, from its beginnings in Australia at the University of Melbourne, this paper shows changes in the content which assists in the understanding of what has led to how marketing is taught in Australasian universities and colleges today.Originality/valueMarketing education research us...
Georgina Russell, C, Burke, PF, Waller, DS & Wei, E 2017, 'The impact of front-of-pack marketing attributes versus nutrition and health information on parents' food choices', Appetite, vol. 116, pp. 323-338.
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© 2017 Front-of-pack attributes have the potential to affect parents’ food choices on behalf of their children and form one avenue through which strategies to address the obesogenic environment can be developed. Previous work has focused on the isolated effects of nutrition and health information (e.g. labeling systems, health claims), and how parents trade off this information against co-occurring marketing features (e.g. product imagery, cartoons) is unclear. A Discrete Choice Experiment was utilized to understand how front-of-pack nutrition, health and marketing attributes, as well as pricing, influenced parents’ choices of cereal for their child. Packages varied with respect to the two elements of the Australian Health Star Rating system (stars and nutrient facts panel), along with written claims, product visuals, additional visuals, and price. A total of 520 parents (53% male) with a child aged between five and eleven years were recruited via an online panel company and completed the survey. Product visuals, followed by star ratings, were found to be the most significant attributes in driving choice, while written claims and other visuals were the least significant. Use of the Health Star Rating (HSR) system and other features were related to the child's fussiness level and parents’ concerns about their child's weight with parents of fussy children, in particular, being less influenced by the HSR star information and price. The findings suggest that front-of-pack health labeling systems can affect choice when parents trade this information off against marketing attributes, yet some marketing attributes can be more influential, and not all parents utilize this information in the same way.
Hingorani, AG, Freeman, L & Agudera, M 2017, 'Impact of Immigration on Native and Ethnic Consumer Identity via Body Image', International Journal of Marketing Studies, vol. 9, no. 1, pp. 27-27.
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This research focuses on consumer identity of two under-researched but growing immigrant communities in Australia via the lens of the body image construct. Consistent with an emerging stream of research, body image is viewed as a part of identity. Given the variety of goods and services that have an impact on consumers’ perceptions of their body, and because consumers use products to create and convey desired identities, body image is also viewed as a part of consumer identity. Considering literature on identity, body image, and acculturation, exploratory research was undertaken to determine the impact of immigration on the identities of both immigrants and natives. Specifically, focus groups were conducted on two generations of Filipino- and Indian-Australian women as well as Anglo-Australian women. It was found that second generation immigrants have dual consumer identities where they balance the values, attitudes and lifestyles of both their home (i.e., native or heritage) and host cultures whereas first generation immigrants tend to retain their native consumer identity even if they appear to adopt values, attitudes, and lifestyles of the host culture. The impact of immigrants on consumer identities of native residents who are typically in the majority (i.e., the Anglo group) was not evident. Theoretical and practical implications including recommendations for marketing practitioners are then discussed followed by suggestions for future research.
Kyriazis, E, Massey, G, Couchman, P & Johnson, L 2017, 'Friend or foe? The effects of managerial politics on NPD team communication, collaboration and project success', R&D Management, vol. 47, no. 1, pp. 61-74.
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Much existing work on new product development (NPD) team integration takes an economically rational perspective, specifying appropriate systems, structures and interactions. Few studies however have explored the effects of politics on working relationships between technically trained managers (TTMs; e.g., research and development managers) and marketing managers (MMs) during NPD. Our results reveal that intra‐team politics has positive and negative effects on TTM/MM communication. This is important because communication positively influences collaboration and NPD success. Moreover, the effects of communication variables on these two outcome variables differ depending on whether one is a TTM or MM.
Morrison, M, Greig, J, Waller, D, McCulloch, R & Read, D 2017, 'Effective communication with difficult to reach landholders', Australasian Journal of Environmental Management, vol. 24, no. 2, pp. 133-145.
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© 2017 Environment Institute of Australia and New Zealand Inc. While considerable research has been undertaken to understand which communication channels are most effective at reaching landholders, much less research has examined which communication channels are most effective for reaching those landholder segments characterised by low program participation (i.e. ‘lifestylers’, traditional and absentee segments). Even less research has examined what messages most effectively engage these landholders, or landholders in general. In this study, eight communications campaigns were developed with specific messages and appeals that allowed us to examine the perceptions of difficult-to-reach landholders towards rational versus emotional, inform versus persuade and individual versus community-based appeals, using a qualitative methodology. The findings indicate that landholder’s perceptions of both rational and emotional messages depended on the congruence with segment values. Inform messages were found often to be well regarded, especially when they clarified eligibility and program benefits. Persuade messages could be effective, but this also depended on the consistency of the message with segment values. Community-based messages were often not well received, but they could be effective at reaching lifestylers.
Palmer, T-A, Burke, PF & Aubusson, P 2017, 'Why school students choose and reject science: a study of the factors that students consider when selecting subjects', International Journal of Science Education, vol. 39, no. 6, pp. 645-662.
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© 2017 Informa UK Limited, trading as Taylor & Francis Group. Student study of science at school has been linked to the need to provide a scientifically capable workforce and a scientifically literate society. Educators, scientists, and policymakers are concerned that too few students are choosing science for study in their final years of school. How and why students choose and reject certain subjects, including science, at this time is unclear. A Best–Worst Scaling (BWS) survey was completed by 333 Year 10 (age 14–17) students to investigate the relative importance of 21 factors thought to impact students’ subject-selection decisions. Students ranked enjoyment, interest and ability in a subject, and its perceived need in their future study or career plans as the most important factors in both choosing and rejecting subjects. They considered advice from teachers, parents or peers as relatively less important. These findings indicate that enhancing students’ enjoyment, interest, and perceptions of their ability in science, as well as increasing student perceptions of its value in a future career, may result in more students studying science at school.
Parvin, S, Wang, PZ & Uddin, J 2017, 'Assessing two consumer behavioural intention models in a service environment', Asia Pacific Journal of Marketing and Logistics, vol. 29, no. 3, pp. 653-668.
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PurposeThe purpose of this paper is to examine two alternative consumer behavioural intention models that have been developed from the marketing and information systems disciplines in a service environment. Specifically, it reports an empirical assessment of the two non-nested structural models in the context of Australian restaurant industry.Design/methodology/approachThis study used a web-based survey by an online research organization and structural equation modelling with AMOS was used to compare the two non-nested behavioural intention models.FindingsThis study found that the second model that incorporates expectation-confirmation theory outperformed the first model in terms of model fit with the empirical data.Practical implicationsThe findings of this study provide service managers with important insights into the appropriate design of service delivery systems to increase consumer satisfaction which, in turn, leads to more positive behavioural intentions. Moreover, the restaurant research setting means that marketing managers in the growing tourism and hospitality industry should benefit from the study findings.Originality/valueThis study synthesized two consumer behavioural intention models from different disciplines and provided an approach to the empirical comparison of the non-nested structural models.
Powell, AE, Camilleri, AR, Dobele, AR & Stavros, C 2017, 'Developing a scale for the perceived social benefits of sharing', Journal of Consumer Marketing, vol. 34, no. 6, pp. 496-504.
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PurposeThe purpose of this research was to create a brief scale to measure perceived social benefit that would be appropriate for use in future research aiming to explore the role of this variable in determining word-of-mouth (WOM) behaviour. There is evidence that perceived social risk negatively impacts the willingness to share, but the role of perceived social benefit has not yet been explored. Understanding how perceived social risk and benefit interact to determine WOM will inform social marketing campaign design.Design/methodology/approachThis paper outlines two studies: Study 1 was concerned with the development of the perceived social benefit of sharing scale (PSBSS), including the construction of preliminary items and the reliability and discriminant validity of the final scale. Study 2 involved an investigation of the concurrent validity of the PSBSS in relation to the likelihood to share.FindingsStudy 1 demonstrated that the perceived social benefit associated with WOM was related to social approval, impression management and social bonding. The results of Study 2 established that scores on the PSBSS predicted self-reported likelihood to engage in both face-to-face WOM and electronic WOM.Originality/valueThe PSBSS can be used to examine the role of perceived social benefit, including how the interaction between perceived social risk and benefit determines where, when and with whom people will share WOM.
Saluja, G, Adaval, R & Wyer, RS 2017, 'Hesitant to label, yet quick to judge: How cultural mindsets affect the accessibility of stereotypic knowledge when concepts of the elderly are primed', Organizational Behavior and Human Decision Processes, vol. 143, no. November, pp. 23-38.
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The processing strategies that are activated by cultural mindsets can influence the type of stereotypic knowledge that people draw upon when they encounter a member of a social category. Five experiments show that participants with a collectivist mindset are less likely to use trait descriptions and respond more slowly to traits when they are primed with a concept of the elderly than when they are not. However, they are more likely to use trait-related behaviors and respond more quickly to behaviors in the former condition. These differences suggest that cultural mindsets do not simply affect the likelihood of applying stereotypes. In addition, they influence the type of stereotypic knowledge that comes to mind when people encounter a member of a stereotyped group. This has important implications for how elderly employees are judged and treated in an organizational setting.
Singh, S & Swait, J 2017, 'Channels for search and purchase: Does mobile Internet matter?', Journal of Retailing and Consumer Services, vol. 39, pp. 123-134.
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© 2017 Elsevier Ltd Recent industry reports indicate that consumers own four digital devices on an average, and switching devices during shopping is the “new normal.” The addition of mobile Internet as a new channel of search and purchase has spurred the adoption of the digital medium, and easy accessibility of the Internet on multiple devices is influencing shopping patterns. A consumer may prefer some channels for search and others for purchase or use a combination of channels to search and purchase simultaneously. As a new channel, it is unclear 1) whether mobile Internet offers greater search or purchase benefits and 2) what type of products are more suitable for mobile Internet search and purchase. In this study, we develop a framework that describes the factors that drive the use of mobile Internet in a multi-channel environment. We test the framework using survey data from a sample of U.S consumers. The main findings from our study indicate that 1) the choice of channel combinations that include mobile relative to other channel combinations increases with an increase in perceived search convenience of mobile channel. 2) in the digital channel, mobile and desktop differ in their utility along search dimensions. The probability of choosing channel combinations that include mobile increases due to search convenience whereas desktop is attractive due to perceived gains of price comparison search; and 3) mobile Internet search increases for consumers searching for utilitarian products. The insights from this study deepen our understanding of how digital media is used in the search-purchase process and have important managerial implications.
Ungemach, C, Camilleri, AR, Johnson, EJ, Larrick, RP & Weber, EU 2017, 'Translated Attributes as Choice Architecture: Aligning Objectives and Choices Through Decision Signposts', Management Science, vol. 64, no. 5, pp. 2445-2459.
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© 2017 INFORMS. Every attribute can be expressed in multiple ways. For example, car fuel economy can be expressed as fuel efficiency ("miles per gallon"), fuel cost in dollars, or tons of greenhouse gases emitted. Each expression, or "translation," highlights a different aspect of the same attribute. We describe a new mechanism whereby translated attributes can serve as decision "signposts" because they (1) activate otherwise dormant objectives, such as proenvironmental values and goals, and (2) direct the person toward the option that best achieves the activated objective. Across three experiments, we provide evidence for the occurrence of such signpost effects as well as the underlying psychological mechanism. We demonstrate that expressing an attribute such as fuel economy in terms of multiple translations can increase preference for the option that is better aligned with objectives congruent with this attribute (e.g., the more fuel-efficient car for those with proenvironmental attitudes), even when the new information is derivable from other known attributes. We discuss how using translated attributes appropriately can help align a person's choices with their personal objectives.
Biggemann, S, Fam, K-S, Waller, D, Sheah, S & Liu, W 1970, 'Guns, Politics and Religion: Attitudes Toward Advertising of Controversial Products in Columbia', PROCEEDINGS OF 2017 CHINA MARKETING INTERNATIONAL CONFERENCE, 5th Annual China Marketing International Conference of Chinese-Scholar-Marketing-Association (CMIC) - Marketing Strategy in the Sharing Economy - Localization and Globalization, ASIAN BUSINESS ASSOC, PEOPLES R CHINA, Beijing, pp. 364-370.
Kwak, K, Russell, GJ & Duvvuri, SD 1970, 'Reference Price Spill-Over Effects at SKU Level', INFORMS Marketing Science, Los Angeles, CA.
Kwak, K, Waller, D & Wang, P 1970, 'Building A Choice Model of Consumer Decision States', INFORMS Marketing Science, Los Angeles, CA.
Menictas, C & Fine, B 1970, 'The Missing Link Extracting Meaning and Emotion from Text to Improve Surveys', ESOMAR Asia Pacific 2017, ESOMAR, Shanghai, pp. 1-21.
Menictas, C, Gessner, M & Fine, B 1970, 'Machine Learning: Breaking the Secret Code', Australian Market and Social Research Society Conference, Sydney.
Saluja, G & Adaval, R 1970, 'Seeing More in Less: How cultural mindsets influence the process and outcome of product customisation', European Marketing Academy 2017, University of Groningen.
Sepehr, S 1970, 'A Foucauldian approach to Iranian immigrant consumer acculturation in the context of Australia', Consumer Culture Theory Conference, University of California, Irvine, Anaheim, California.
Vesal, M, Siahtiri, V & O'Cass, A 1970, 'Improving business sustainability through innovation ambidexterity', Australian and New Zealand Marketing Academy Conference (2017), Melbourne, Australia.
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Sustainability is increasingly becoming the main objective of businesses. While previous studies have acknowledged that innovation is a significant driver of business sustainability, little is known about how innovation ambidexterity understood as the simultaneous achievement of radical and incremental innovation leads to business sustainability. Hence, this study investigates the relationship between innovation ambidexterity and business sustainability. We further propose that managers’ attitude towards sustainability positively moderates this relationship. Hierarchical regression analysis is used to analyze the hypotheses. Our findings from a survey of 370 SBUs operating in the heavy manufacturing sector in Iran indicate that innovation ambidexterity has a greater impact on business sustainability than radical or incremental innovation individually. In addition, managers’ attitude towards the environment can be considered as a complementary asset to innovation ambidexterity. Our findings provide insights for managers in heavy manufacturing firms to improve economic or/and environmental performance in their journey toward greater sustainability.
Wang, P & Hingorani, A 1970, 'Testing the Moderating Role of Metaphoric Thinking Ability', ANZMAC 2017. Marketing for Impact, Australia and New Zealand Marketing Academy Conference, RMIT University, Melbourne, Australia, pp. 450-450.
Zlatevska, N 1970, 'The Impact of Own and Other's Food Choices: Understanding the Effects of Portion Size and Food Type', Society for Consumer Psychology: APA Annual Convention.
Zlatevska, N, Vandenbroele, J, Van Kerckhove, A & Holden, S 1970, 'On Consuming Too Many or Too Much Food(s): The Numerosity Heuristic Explains Food Partitioning Effects', The La Londe Conference, pp. 22-22.
Zlatevska, N, Vandenbroele, J, Van Kerckhove, A & Holden, S 1970, 'On Consuming Too Many or Too Much Food: The Numerosity Heuristic Explains Food Partitioning Effects', European Marketing Academy Conference.
