B. Yasanthi Perera

Corporate social responsibility initiatives: A stakeholder model for aligning competing values in West Africa

Purpose - The purpose of this paper is to posit a framework that predicts and explains the success and sustainability of MNC-driven corporate social responsibility (CSR) programs in West Africa, based on the degree of overlap or differentiation among existing value systems of various stakeholders (economic orientation and temporal orientation). Design/methodology/approach - This paper utilizes previous works on competing values, stakeholder perspective of CSR, and cultural values to posit the value alignment framework. Findings - It is found that synthesis yields a value alignment framework and four propositions for empirical testing. Research limitations/implications - Empirical research on the framework is needed. The synthesis of the propositions leads to two future research questions, “What is the impact of the degree of agreement on CSR values on corporate social performance?” and “What is the effect of culture on the effect of CSR values on performance?” Practical implications - The framework presents those responsible for implementing CSR programs with a basis for reflecting upon broad factors that may mean the difference between CSR program success or failure. Originality/value - This paper provides a theoretical model and assessment guidelines for considering local context when designing and delivering CSR initiatives and why CSR efforts may succeed or fail. Thus, it may assist in deriving sustainable social benefits from expatriate multinational investments in CSR.

DART Scale Development: Diagnosing a Firm’s Readiness for Strategic Value Co-creation

Value co-creation (VCC) requires firms to shift their operations from firm-centric, closed systems to more collaborative environments dedicated to the creation of reciprocal value for their network of value partners and consumer communities. This article presents the development of the DART scale that measures dimensions of Dialogue, Access, Risk assessment, and Transparency in customer interactions within the service experience environment. Evaluating the four dimensions allows firms to assess their institutional readiness for strategic value co-creation and encourages firms to reflect upon their use of structures and policies that support a climate conducive to strategic value co-creation.

The Impact of Immigrant Entrepreneurs’ Social Capital Related Motivations

The immigrant entrepreneurship literature indicates that immigrant entrepreneurs reap numerous benefits from their co-ethnic communities℉ social capital. These benefits, however, often come at a price because scholars note the potential for this community social capital to impose limitations on the entrepreneurs. While the literature largely focuses on the benefits of social capital, there is no research on what motivates the immigrant entrepreneurs to engage with their co-ethnic community in terms of contributing to, and utilizing, their co-ethnic communities℉ social capital, and the consequences these may have on their enterprises. Addressing this gap in the literature is important in the development of successful immigrant enterprises. Thus, based on a model posited by Portes and Sensenbrenner (1993), we suggest that immigrant entrepreneurs℉ motivations will influence their use of, and contributions to, co-ethnic community social capital, impacting, in turn, business success. We contribute to both the immigrant entrepreneurship and social capital research through exploring how entrepreneurs℉ motives, with respect to their co-ethnic communities℉ social capital, influence business success.

Pursuing fitness: how dialectic goal striving and intersubjectivity influence consumer outcomes

ABSTRACT Consumers increasingly engage expert service providers in their goal pursuits. While the literature focuses primarily on goal attainment, this presents just one stage of extended goal striving. Using Bagozzi and Dholakia’s [(1999). “Goal Setting and Goal Striving in Consumer Behavior.” Journal of Marketing 63 (Special Issue): 19–32] goal-striving framework as the foundation, this qualitative research examines the client–trainer interactions in the goal-striving process. We find that goal striving with the aid of expert service providers entails intersubjectivity. The consumer wrestles with multiple understandings of fitness to determine and pursue a goal. This considers the individual’s perceptions and desires, cultural and societal discourses, and trainer’s views. Effective goal pursuit requires shared understanding between client and trainer. It entails a moment of release when consumers accept their inability to translate goals into actions alone. This occurs at multiple stages of the process. By examining the influence of service providers on goal strivers, this research extends our understanding of goal striving as an accepted agreement between the Self and Other.

Value Co-creation in Consumer-intensive Service Encounters: A Dyadic Perspective:

Abstract Service-dominant (S-D) logic stresses the development of core competencies through shared participation of both the consumer and the producer in value creation. This article examines value co-creation in personal training, an extended consumer-intensive service. Based on in-depth interviews with personal trainers and clients, we explicate value co-creation in a fitness context from a dyadic perspective. We find that mutual understanding reached through negotiation between the client and provider regarding fitness and fitness goals enhances value creation and contributes to ultimate goal attainment.

Life is Good: An Exloration of Compassionate Marketing

Consumers spend more on socially responsible products and services than ever before (Laroche, Bergeron, and Barbaro-Forleo 2001). The recent boom in such products and services is fueled by a reciprocal relationship between consumers and corporations: consumers expect, and reward, a greater degree of ethics and socially responsible (CSR) from corporations thus reinforcing firms’ commitment to engaging in these practices (Harrison 2003). Such practices, embodying “corporate compassion,” may serve as strategies designed to garner consumers’ commitment to certain brands of products, and consumers with a high degree of belief in the corporation’s products/ service and compassion-related goals may serve as the corporation’s informal ‘marketers.’