nep-mkt New Economics Papers
on Marketing
Issue of 2005‒07‒03
six papers chosen by
Joao Carlos Correia Leitao
Universidade da Beira Interior

  1. An Integrative Framework for Evolving A Socially Responsible Marketing Strategy By El-Ansary, Adel; Cerne, Annette
  2. Can we speak of a "wheel of retail logistics? The contribution of the wheel of retailing model. By FILSER, Marc; Paché, Gilles
  3. Trading up By Orden, David; Lofgren, Hans; Gabre-Madhin, Eleni Z.
  4. Contract Marketing in the US after the 2002 Farm Act: The Case of Peanuts By Cesar L. Revoredo Giha; Denis A. Nadolnyak; Stanley M. Fletcher
  5. Informal Markets, Perishability and Vertical Control: Brokerage of Artisanal Landings By Julio Peña Torres

  1. By: El-Ansary, Adel (Donna L. Harper Professor of Marketing); Cerne, Annette (Department of Business Administration, School of Economics and Management, Lund University)
    Abstract: The rise in the strategic importance of maintaining positive stakeholder relationships and the need to protect corporate brand reputation has moved the academic and business debates of ethical issues concerning corporate social responsibility (CSR) from being viewed as paternalistic philanthropy to an integral part of business strategy (Raynard et al., 2002; Husted et al., 2000). Subsequently, the integration of CSR issues into business and marketing strategy transitioned from an option to a requirement for doing business. In this paper, the authors suggest a framework for organising the alternative approaches for the integration of CSR into corporate and marketing strategy to evolve socially responsible corporate identity, corporate image, and corporate branding. Towards this objective, we examine these alternative approaches, present a number of propositions to advance notions about the relationships between corporate strategy, marketing strategy, market orientation and stakeholder oriented CSR, and suggest a research agenda for evolving metrics to measure outcomes of alternatives for evolving a CSR oriented marketing strategy.
    Keywords: Corporate Social Responsibility (CSR); CSR Integration; Corporate Strategy; Marketing Strategy; CSR-Oriented Image/Identity/Branding; Corporate Branding
    Date: 2005–06–13
  2. By: FILSER, Marc (LEG-CERMAB - CNRS - IAE - Université de Bourgogne); Paché, Gilles (ISEM-ERFI - Université de Montpellier)
    Abstract: Academic research in retail logistics frequently emphasizes the importance of the logistics customer service for large retailers wishing to develop a sustainable competitive advantage. This research paper questions the validity of this reasoning, implying an evolution toward an indispensable logistical excellence. It seems that the new retail formats favouring a strategy of cost leadership, require as a priority the lowest possible logistical costs, rather than high customer service. It is only when these new retail formats propose sophisticated marketing services that customer service becomes essential, even if this means sacrificing logistical costs. But another retail format will then appear in the retailing sector, again favouring a strategy of cost leadership (and of low logistical costs). Therefore, the evolution of retail logistics is iterative, with constant returns to the components of logistical performance thought to be critical by large retailers. The concept of a "wheel of retail logistics", in reference to McNair's (1957) wheel of retailing model, is suggested to explain this phenomenon, with an application to the French context.
    Keywords: Cost leadership strategy, Customer service, France, Retail logistics, Wheel of retailing model
    Date: 2005–06
  3. By: Orden, David; Lofgren, Hans; Gabre-Madhin, Eleni Z.
    Abstract: "Wealthy countries' agricultural subsidies have also created unfair competition. African farmers not only have limited access to rich-country agricultural markets, but they also face unfair competition in their own domestic markets from subsidized imports of food staples. New challenges come from dramatically changed marketing chains that require African farmers to compete in markets that are more demanding in terms of product quality and food safety. What can be done to enhance market opportunities so that agriculture can become a more powerful engine of growth for the continent? Which markets and which products offer the greatest potential for raising incomes and food consumption? This brief addresses these questions and suggests policies that could help enlarge markets for African farmers." from Text
    Date: 2004
  4. By: Cesar L. Revoredo Giha (Department of Land Economy, University of Cambridge, UK); Denis A. Nadolnyak (Department of Agricultural and Applied Economics, University of Georgia, USA); Stanley M. Fletcher (Department of Agricultural and Applied Economics, University of Georgia, USA)
    Abstract: The elimination of the marketing quota system that regulated the peanut market since the 1930s has been accompanied by the emergence of marketing contracts between farmers and peanut buyers (mainly peanut shellers). Two types of contracts have been observed, forward contracts for delivery at harvest or at a later date and “option to purchase” contracts. We analyze the clauses of contracts used by major shellers in order to infer the motivation behind these contracts (i.e., risk sharing, reduction of transaction costs, improve coordination, exercise of market power, etc.). The analysis points out that the main role of the contracts is to replace the marketing structure existing prior the 2002 Farm Act, where peanut marketing was quite regulated. In this sense, the reduction of transaction costs associated to the need for coordinating a continuous supply of homogeneous quality seems to be the most plausible explanation.
    Keywords: US agriculture, agricultural marketing, peanuts, economics of agricultural contracts
    Date: 2005–06
  5. By: Julio Peña Torres (ILADES-Georgetown University, Universidad Alberto Hurtado)
    Abstract: This is a case study of the institutional changes occurring since the late 1990s at the Chilean Austral Hake (Merluccius Australis) artisanal fishery. This high-value exporting fishery, specialized in selling fresh-chilled products, represents a pioneering case of self-government developments within small-scale fishing communities exploiting mobile marine resources in Chile. Despite entry restrictions and global catch quotas, this fishery faced a productivity crisis between the late 1980s and the second half of the 1990s. Consequently, the fishermen started talks with the Government in order to introduce new management rules. After gradual evolution, today there prevails a well-developed system of de facto individual non-transferable quotas which are subject to a high degree of self-management by fishermen organisations. In order to understand the conditioning factors behind the exchange solutions found at this fishery, an analysis is provided of the industrial concentration and the strategies of vertical control between transacting parties along the production and marketing stages. The contractual issues analysed are: the use of informal markets, interlinkage contracting, temporal specificity due to product perishability, the use of different instruments of vertical control and the influence of increasing industrial concentration as we advance through the wholesale marketing channel and get closer to the retailing stages at final export markets.
    Keywords: Food production and marketing, Production chains, Vertical control, Artisanal fishery, Chilean Austral Hake
    JEL: Q22 Q13 O13 O17 D23 J54 L14 L42 L81 N56
    Date: 2005–06
  6. By: Eugenio Gaiotti (Bank of Italy, Economic Research Department); Francesco Lippi (Bank of Italy, Economic Research Department)
    Abstract: We assemble an original panel of 2,500 restaurant prices in Italy over the period 1998-2004 to study whether, and through which channels, the introduction of euro coins and banknotes had an impact on individual pricing behaviour. We reach three conclusions. Firstly, the evidence suggest that the large price increases in this industry are mostly not due to the cash changeover; the event might have focussed public attention on the cumulative price increases which took place before the changeover, reflecting costs and demand. Secondly, the rise in the average meal price was mainly due to a larger proportion of agents revising their prices, rather than to large individual revisions. Finally, more local market power (as proxied by a concentration index) was associated with a larger price increase; an interpretation is proposed for the latter finding, which also explains why the effects of the cash changeover were stronger in less competitive industries.Creation-Date: 2005-02
    Keywords: introduzione dell'euro, politiche di prezzo
    JEL: D40

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