Valerie Clulow

Futures dilemmas for marketers: can stakeholder analysis add value?

Purpose – This paper aims to offer marketers an example of the application of stakeholder theory and analysis, using a current discourse between a number of stakeholders about their views on issues raised in a report on a model for the sustainability of life in Australia in the future.Design/methodology/approach – Through a systematic discourse analysis of the text of the speakers on the documentary program, the relationship of each stakeholder group to the issues at the centre of the discourse is unpacked.Findings – Four themes emerged from the analysis indicating that the thinking of the stakeholders on the concept of an “economy” was based on different theoretical schemata; their level of concern for “sustainability” of a viable economic model varied; they did not agree on the question of who is responsible for a “sustainable future”; and the philosophical positions of the stakeholders on the issue varied considerably.Practical implications – The implications for marketing communicators or stakeholder ...

Varying expectations of online students and the implications for teachers: Findings from a journal study

There is a good deal of literature which addresses the issues of teaching online but there is little material which examines the concerns students might have about learning online. This exploratory study asked undergraduate business students to keep a record of their perceptions of the learning experience during a semester‐long marketing subject. Two questions framed the study: how students went about studying and how satisfied they were with the communication they had with other students, teachers and technicians. The findings suggest that students need information about how to interact online before they select a mode of delivery, and an induction exercise prior to the commencement of teaching would be useful. Furthermore, the stage of life cycle and the students” perceived alternative delivery options appear to work together to influence student expectations and preconceptions of online delivery.

Energy consumption inequality and human development

The literatures show that growing energy consumption is leading to a rapid increase in global greenhouse gases emissions(henceforth GHG). As the largest market failure ever experienced, diffusion of GHG in the global atmosphere happens quickly, it does not matter where the GHG is emitted(Sinn, 2007). Evidently, by centurys end, energy-related carbon dioxide emissions would, at current rates, more than double, putting the world onto a potentially catastrophic trajectory which could lead to warming of 5 °C or more compared with preindustrial times(IEA, 2009). The co-evolution of energy, environment, economic and social development has resulted in synergistic development-a process of reinforcing development among energy, environment, economy and society and such synergism is now embedded in each other. Indeed, Energy system have underpinned and constructed deeply unequal social relations, as well as imbalanced nature-society relations, since the dawn of the fossil fuel era. More problematic, the causes and effects of energy consumption inequity have raised many questions for decision makers, one of them is that energy consumption has a distinct and critical social dimension. Relationship between the quality of life and energy consumption is perhaps even more complex than is the energy-economy nexus. Meanwhile, the UN Human Development Index(HDI) establishes the relationship among energy use, economic growth and social development. When energy use is associated with HDI, it is possible to find opportunities to put into practice the synergistic development of energy and society, by looking for new conditions to shift the focus of the economy to satisfying basic human needs. As a matter, it is innovative to introduce a sufficientarian ‘development threshold’ for the attribution to global energy consumption, by the use of the nationally based HDI indicator. Compared with developed countries (also called high HDI countries), developing countries(usually they have lower HDI) have different duties concerning energy consumption. Their responsibility to improve human quality of life will mean greater use of modern energy, especially when it is not now available. At the same time, lower HDI countries should use energy efficiency and conservation when it is cost effective to do so. High HDI countries should take a leadership role on reducing energy consumption, they should employ energy efficiency and conservation to the extent it is cost effective, help foster replicable models of the good quality life that are based on much lower energy consumption levels. At a fundamental level and in the perspective of human development, the social dimension of energy consumption represent an equity problem involving three global stakeholder groups1: High human development levels economies(HHDE), those countries should be responsible for the majority of atmospheric GHG stocks, who will continue to represent a significiant share of future GHG flows based on their great current per capita energy consumption level, and have the greatest ability (technological ability, financial resources a)to promote sustainable development, sometimes referred to as ‘developed countries’ Medium human development levels economies(MHDE), most of those countries who will be responsible for the majority of growth in GHG flows and an increasing share of future atmospheric GHG stocks, who have rapid human development

Exploring market orientation and satisfaction of partners in the sponsorship relationship

In an empirical study of both sides of the sponsorship dyad, a number of key antecedents to sponsors’ renewal intentions were examined. The study involved all sponsors and clubs of a leading Australian sport property. Sponsors’ market orientation was found to be a positive factor: it influenced non-economic satisfaction which, in turn, determined sponsors’ renewal intentions. On the other hand, and as expected, properties’ market orientation exerted a negative influence on economic satisfaction as well as, more directly, on renewal. Unlike non-economic satisfaction, economic satisfaction did not explain sponsors’ renewal intentions. The results are discussed in relation to sponsorship and more broadly in relation to other marketing relationships.

Spatial convenience: bridging the gap between shopping malls and shopping strips

Purpose – Due to rising obesity levels, declining fitness levels, an aging population, and shopper lethargy, retail planners must give serious consideration to the physical demands retail centres place on their patrons. The purpose of this paper is to determine the importance consumers assign to spatial convenience, measure how consumers perceive shopping malls and shopping strips (also referred to as the downtown area, central business district, Main Street or the High Street) in relation to it, and compare them in their provision of it. Design/methodology/approach – The study utilises a household survey of consumers and as well as a retail audit. The survey was used to identify the importance consumers assign to spatial convenience, while the retail audit was used to establish how malls and strips compare in their provision of it. Findings – The results of the survey indicate that consumers regard spatial convenience as important and believe that malls are superior in providing it. The retail audit confirmed the accuracy of these perceptions, with the mall providing greater store compatibility, and a more compact shopping environment. Originality/value – The influence of spatial convenience on shopping behaviour has been largely overlooked at the level of the retail centre. Moreover, those studies that have focused on this topic, have typically done so from the singular focus of either malls or strips. This study incorporates both, and does so via an empirical analysis of consumer attitudes and a spatial comparison of both retail formats.

Australian Marketing Practitioner’s Perceptions of Customer Loyalty: A preliminary Study

A preliminary investigation of twenty (20) marketing practitioners from five (5) industry groups was undertaken using in depth interviews. The interviews were taped then transcribed and analysed to identify to what extent practitioner perceptions of customer loyalty were similar both within and between industry groups. The findings indicated that there were strong similarities between industry groups and practitioners about their perceptions of what constitutes customer loyalty. Additionally a dichotomy was identified whereby one group of practitioners focused on the behavioral aspects of customer loyalty while the other group focused on the combination of the behavioral and attitudinal characteristics of customer loyalty.