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Sustainability by design: why firms and institutions do it
Aberdeen Leila Borders,Deborah H. Lester 한국마케팅과학회 2019 마케팅과학연구 Vol.29 No.1
This special issue of the Journal of Global Scholars of Marketing Science addresses the influence that sustainability efforts have on the marketing, sales, and social media facets of our society. Articles in this special issue focus on direct contributions that businesses and educational institutions employ in their sustainability efforts. Sustainability has enjoyed the accolades of becoming the driving energy toward prosperity among business professionals, government organizations and management consultants since the beginning of the millennium. The concept of sustainability has undergone a variety of renditions and held various monikers for over three decades, while politicians, corporations, and the general public debate the issues and solutions endlessly. Given the multitude of stakeholders, value is the primary question surrounding sustainability. What value will sustainability provide to the company, the government, and the individual? All principals have concerns about meeting this need for their constituents. Sustainability and the process of learning about sustainability involve applied learning. Accomplishing sustainability applied learning occurs by developing value for each of the markets and moving beyond recycle, reuse, and reduce toward reprogramming, re-processing, re-thinking, and re-engineering as we offer in this special issue.
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Aberdeen Leila Borders,Deborah H. Lester 한국마케팅과학회 2020 마케팅과학연구 Vol.30 No.3
This introduction reviews some of the sustaining insights in marketing, sales, and other business practices during the unprecedented world pandemic of 2020. We take a look at sustainability in academia as well. A brief summary of each of the articles that follow appears. This article extends a note of appreciation to members of the editorial board and production staff for this special issue and to Arch Woodside, editor in chief.
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Women outperform men in collegiate sales competitions: Are women’s sales skills better than men’s?
Scott A. Inks,Aberdeen Leila Borders,Deborah H. Lester,Terry W. Loe 한국마케팅과학회 2020 마케팅과학연구 Vol.30 No.4
Since the early 1970s, sales and marketing academicians have been researching the influence of gender on sales performance and sales management. This paper presents a study examining the extent to which men and women college students differ in sales role-play competition performance. The results show women performed better than men in every sales skill dimension measured. These findings share some consistency with gender effects found in previous research.
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Kei Aoki,Efua Obeng,Aberdeen Leila Borders,Deborah H. Lester 한국마케팅과학회 2019 마케팅과학연구 Vol.29 No.1
In the digital era, there are several consumer touchpoints and some of them, such as word of mouth, occur even if they are not intended by the firms. Conversation among customers has become one of the most influential sources of information on purchase decisions. Favorable discussions amplify the brand’s equity, but negative discussions can damage the brand. Although customers’ conversations can be uncontrollable, firms may be able to influence the direction of the conversation by providing overwhelming product performance and/or postpurchase experiences. In other words, by providing appropriate brand experiences, firms aspire to achieve co-creation of brand value with customers. In this research, through questionnaires, we explore how to create effective and sustainable touchpoints with customers and how to identify the relevance between brand experience and customers’ contributions to the brand. This study examines the following two key research questions: Which touchpoints increase brand experience? Does brand experience have a positive impact on customers’ contributions?
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Why build sustainable relationships with customers? - The effects of “Ambassador Program”
Kei Aoki,R. Keith Tudor,Aberdeen Leila Borders,Deborah H. Lester 한국마케팅과학회 2020 마케팅과학연구 Vol.30 No.3
To build relationships with customers, sustainable engagements are crucial. Ostensibly, firm profits are derived from customers’ financial contributions; in addition, their non-financial contributions such as advocacy also increase long-term profitability. Today, the importance of such customer-to-customer communication has dramatically increased and is derived from enhancing customers’ brand experience. This paper explores how to incorporate C-to-C communication into brand experience with the goal of strengthening customer relationships, developing advocacy, and encouraging sustainable interactions. This study introduces the novel approach called Ambassador Program which aims to build long-term collaboration with customers and promote advocacy from the participants. Through the case of the “NESCAFE Ambassador Program,” we found that this brand-new approach is effective in increasing customers’ brand experience and customers’ contributions. Consequently, customers can create new customers. The research empirically showed that even in such a low-involvement category as consumer-packaged goods, firms can build sustainable relationships with customers by adopting customer-to-customer relationships into their marketing strategies.
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The online environment’s adverse effect on the sustainability of the retail workforce
Kendra L. Harris,Kimberly N. Harris,Aberdeen Leila Borders 한국마케팅과학회 2020 마케팅과학연구 Vol.30 No.4
The retail environment has undergone seismic changes over the past couple of decades with respect to the predominant venue in which consumers can procure their personal, family, and household goods. This transformation of the retailing landscape means that consumers can engage in “retail” activity via a variety of mediums, including exclusively online. These changes have residual effects on employment dynamics for the individuals who work in this arena. In particular, the retailing operational changes that result in significant shifts to the online arena beg the question of what becomes of the individuals who were formerly employed on the ground. Using Census data, we analyze employment trends among retail workers, disaggregated by race and gender. Our analysis indicates that the digitalization of the retail economy has so far contributed to a continuation of the wage stagnation and job loss for women (especially women of color) that has been a historical part of the undercurrent of the American workplace landscape. We employ the theory of compensating differentials to provide an explanation for these disparities, while also analyzing the validity of previous application of the theory.
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