Stephanie Geiger-Oneto

Alternative Trade Organization and Subjective Quality of Life The Case of Latin American Coffee Producers

An alternative trade organization (ATO) is one where philosophies of social justice and/or environmental well-being preside over mission-based marketing transactions. The primary mission of such organizations is to develop equal partnerships among members of a marketing channel—the producers, retailers, and consumers. The present research uses data from one such ATO, TransFair USA, to examine the impact of Fair Trade marketing practices on coffee producers in Latin America. In this context, this study contributes to previous research by empirically testing the idea that participants in the Latin American fair trade coffee channel benefit from their participation as claimed by proponents of ATOs. Results show that producers belonging to a FairTrade organization reported a greater overall sense of well-being and a more positive outlook for their future as a result of their participation in the TransFair, USA coffee marketing channel as compared to nonmembers. Higher levels of participation in the cooperatives among participants with longer tenure in the organizations also enjoyed higher subjective quality-of-life perceptions. Results suggest that researchers should be cautious not to over generalize the effects of fair trade marketing on producers quality of life across contexts, marketing channels or countries.

How Social Insecurity and the Social Meaning of Advertising Reinforce Minority Consumers' Preference for National Brands

Abstract This study compares social insecurity among members of racial/ethnic subcultures within U.S. society to that same characteristic among ethnic majorities and likewise compares minority vs. majority choices of nationally advertised brands over their private label counterparts. The study, building on the preference of ethnic minorities for national brands found by Dhar and Hoch (1997), tests the overall idea that the social meaning of such brands, derived at least in part from advertising, plays a role. Data from a simulated shopping exercise are employed to test the influence of status insecurity and of minority ethnicity/race on preference for nationally advertised brands, with positive results.

From knowing to doing: experience and flexibility make the difference

Purpose – While managers have many opportunities to learn about strategic principles, this article investigates how managers understand and use them. Focusing on principles from the writing of Peter F. Drucker, described by many as “the man who invented management,” the purpose of the study is to test the relationship of organizational flexibility to implementing his principles and also to explore how they are implemented.Design/methodology/approach – The authors conduct an online survey of senior managers about their familiarity with each of five of Druckers ideas, their agreement with each, and how they are implemented. The respondents also report how management ideas are put into practice in their organization.Findings – As expected, we find that implementation of strategic concepts is likelier given greater organizational flexibility, a willingness to try something new. As Drucker posited, the way an organization is organized and motivated affects whether it will implement profitable strategies.Resea...

A Social Identity Perspective on the Legalization of Marijuana in the United States: The Relative Importance of Status Insecurity and Group Membership

Using Social Identity Theory, this article explores the process by which a stigmatized consumption practice, namely recreational and medical marijuana use, has been gaining regulatory and normative legitimacy. An online panel (N=432) was surveyed about motivations to support the transition of a market from illegal to legal status from people who do not intend to directly participate in it. Consistent with Social Identity Theory, results indicated that that: (1) marijuana users reported a higher level of support for the legalization of medical and recreational marijuana than non-users; (2) status insecurity enhanced the level of support for legalizing medical marijuana among in-group members and decreased the level of support for out-group members (those not identifying with marijuana users). In addition, results suggested that non-users may engage in legitimation practices to benefit their communities rather than promoting individual level benefits. Overall, the present research provides a link between the micro level motivational processes of group members to support/oppose the transition of an illegal market to one with regulatory legitimacy.