Business Commons^™

When Policies And Marketing Systems Explode: An Assessment Of Food Marketing In The War-Ravaged Balkans And Implications For Recovery, Sustainable Peace, And Prosperity, Clifford J. Shultz, Timothy J. Burkink, Bruno Grbac, Natasa Renko

Clifford J Shultz

The authors examine forces, policy failures, and the ensuing war and devastation of the marketing system of the former Yugoslavia. They provide an overview of the region and discuss food marketing's contributions to recovery. The authors then describe food-marketing institutions that have emerged from destruction and suggest some successful cases and best practices that can be leveraged to sustain peace and prosperity in the war-ravaged Balkans, as well as the broader global community.

Machiavellianism And Sales Performance, Clifford J. Shultz

Clifford J Shultz

The relationship between Machiavellianism and sales performance is emotionally charged. Few comments evoke more passionate responses from sales professionals and scholars of personal selling and sales management than the mere hint that selling might be Machiavellian. Yet while frequently debated, the topic is generally misunderstood. This article is intended to clarify the misunderstanding surrounding this relationship by explaining the concept of Machiavellianism, and by examining empirical data on Machiavellianism and sales performance. Recent findings suggest the success or failure of Machiavellian tactics used during personal selling appears to be related to the organisational structure of the firm for which sales …

Marketing And Public Policy: Transformative Research In Developing Markets, Clifford J. Shultz, Rohit Deshpande, Bettina T. Cornwell, Ahmet Ekici, Prabakar Kothandaraman, Mark Peterson, Stanley Shapiro, Debabrata Talukdar, Ann Veeck

Clifford J Shultz

Developing markets are a challenge for researchers who study them and for governments, business leaders, and citizens who strive to improve the quality of life in them. The limitations of the dominant development paradigm coupled with the need to focus on consumers provide tremendous opportunities to engage in truly transformative research. Toward this outcome, several interactive forces must be understood and addressed during research design, management, and implementation. The purpose of this essay is to provide a synthesis-that is, a framework in the form of a conceptual model-with practical applications to transformative research in developing markets and, ultimately, with the …

Brand Name Translation: Language Constraints, Product Attributes And Consumer Perceptions In East And Southeast Asia, Frank C. Hong, Anthony Pecotich, Clifford J. Shultz

Clifford J Shultz

The primary purpose of this study is to examine the relationship between foreign brand name translation and product-related cues-such as physical quality, perceived origin, and brand name-on consumers' perceived quality, price, and purchase intentions. In translations from alphabetic to character-based languages such as Mandarin, two generic methods of brand name translation are available: (1) direct translation for the meaning of the brand name and (2) phonetic translation for the pronunciation of the brand name. The results from a series of structurally related experiments designed to investigate the effects of brand name translation in a cross-cultural context indicate that for an …

Risk, Trade, Recovery And The Consideration Of Real Options: The Imperative Coordination Of Policy, Marketing, And Finance In The Wake Of Catastrophe, Mark R. Manfredo, Clifford J. Shultz

Clifford J Shultz

Recovery from societal and market catastrophe is a daunting process requiring multi-function, systemic, and long-term efforts. Humanitarian aid and donor assistance rarely are sufficient. Trade and other forms of direct investment in devastated markets offer another kind of recovery-assistance. Risks encountered in recovering economies however can deter firms wishing to invest. A real options framework is applied to examine the financial feasibility of trading with recovering economies; the framework is applied to the countries of the war-disintegrated, former Yugoslavia. The real options framework considers the value of managerial flexibility in the presence of risks. Implications for policy, marketing management and …

Marketing And Development In The Transition Economies Of Southeast Asia: Policy Explication, Assessment, And Implications, Clifford J. Shultz, Anthony Pecotich

Clifford J Shultz

Geopolitical events have forced many countries in Southeast Asia to transform from centrally planned to market-oriented economies. The authors review the literature and introduce a model to help explain the forces and factors that seem to affect the success of Southeast Asian transition policies. The authors submit that though Southeast Asian gradualism or constrained capitalism continues to produce positive macroeconomic results and consumption opportunities, more expansive reform policies eventually could be required if these transition economies are to continue to prosper and enhance the welfare of their people. They conclude by discussing marketing implications and directions for further research.

Evolving Food Marketing Systems In Recovering Economies: Some Lessons From Croatia’S Gavrilović And Emerging ‘Oldies-But-Goodies’, Clifford J. Shultz, Biljana Crnjak-Karanović, Sanda Renko

Clifford J Shultz

A well-functioning food marketing system contributes greatly to domestic socio-economic development and global connectivity during periods of recovery and/or transition. Gavrilović, an established and historically successful company, i.e., an “Oldie-but-Goody,” is a case study in survival and adaptation; ultimately perhaps a model for other food marketing companies that must overcome rigorous geographical, social, political and economic challenges. This paper discusses food marketing systems and their development, provides a brief overview of Croatia’s food marketing system, and shares some lessons and best practices from Gavrilović.

Marketing And The Tragedy Of The Commons: A Synthesis, Commentary, And Analysis For Action, Clifford J. Shultz, Morris B. Holbrook

Clifford J Shultz

The authors contend that solutions to the most pressing environmental challenges will result from understanding and solving social traps such as the commons dilemma. They propose a synthesis for analysis and action to suggest that marketing's stakeholders can cooperate to contribute solutions and ultimately develop programs that help ameliorate the tragedy of the commons.

The Paradoxical Relationship Between Marketing And Vulnerability, Clifford J. Shultz, Morris B. Holbrook

Clifford J Shultz

Marketing both reduces and contributes to consumer vulnerability. In this essay, the authors explore this paradoxical relationship. Complexities and nuances captured in existing definitions are revisited. The authors then share a more expansive perspective; they offer a new typology with hopes of drawing attention to multifaceted and conflicting challenges so as to stimulate fresh thinking. Several points are raised so that policy makers and marketers might be inspired to invoke systemic solutions that increase the security and well-being of consumers who are subject to various vulnerabilities.

Titanic: Consuming The Myths And Meanings Of An Ambiguous Brand, Stephen Brown, Pierre Mcdonagh, Clifford J. Shultz

Clifford J Shultz

Myths have come of age in consumer research. In the 22 years since Levy’s inaugural article, the literature has grown at an impressive rate. Yet important questions remain unanswered: What makes some myths especially meaningful to consumers? Why are certain consumer myths more prevalent and less perishable than others? This article argues that ambiguity is an influential factor. Using the RMS Titanic as an empirical exemplar, it unpacks the principal forms of myth-informed ambiguity surrounding “the unsinkable brand.” Predicated on William Empson’s hitherto unsung principles of literary criticism, the article posits that ambiguity in its multifaceted forms is integral to …

Marketing As Constructive Engagement, Clifford J. Shultz

Clifford J Shultz

The purpose of this essay is to provoke a more comprehensive, historically accurate, and meaningful definition of marketing. Toward that outcome, the author introduces a framework for marketing that argues for constructive engagement with a complex, conflicted, and increasingly interdependent world in which marketing can and should play an important role. The framework offers a new synthesis commensurate with ideals generally espoused in macromarketing. An illustration based on longitudinal study of Vietnam is shared, with implications for current global affairs and with new directions for meaningful marketing research and practice.

Male Breadwinner Ideology And The Inclination To Establish Market Relationships: Model Development Using Data From Germany And A Mixed-Methods Research Strategy, Michaela Haase, Ingrid Becker, Alexander Nill, Clifford J. Shultz, James W. Gentry

Clifford J Shultz