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Full-Text Articles in Business
Differentiation Of Social And Cause-Related Marketing In Professional Sport, Jennifer Renee Pharr, Nancy L. Lough
Differentiation Of Social And Cause-Related Marketing In Professional Sport, Jennifer Renee Pharr, Nancy L. Lough
Environmental & Occupational Health Faculty Publications
Several studies have focused on cause-related sport marketing (CRM), yet few have examined social marketing in sport. The purpose of this study was to show how both are unique strategies employed in sport to achieve corporate social responsibility. A qualitative content analysis was utilized to analyze the outreach programs of the NBA, NFL, NHL and MLB as described on each website. A directed content analysis was used to categorize outreach programs as CRM, social marketing or other community outreach based on five variables that differentiate each strategy. Forty three programs were evaluated. Twenty two (51.2%) were categorized as social marketing, …
Iso 26000: Bridging The Public/Private Divide In Transnational Business Governance Interactions, Kernaghan Webb
Iso 26000: Bridging The Public/Private Divide In Transnational Business Governance Interactions, Kernaghan Webb
Transnational Business Governance Interactions Working Papers
This paper explores the proposition that the ISO 26000 social responsibility guidance standard represents an innovative form of global social responsibility (SR) rule instrument that performs five key distinctive bridging functions in addressing public and private transnational business governance interactions: (1) top down transpositions of key concepts from inter-‐governmental instruments directed at first instance at states into a non-‐state global SR rule instrument applying directly to transnational corporations (TNCs) and other organizations; (2) bottom up transpositions of key concepts from non-‐state SR instruments of narrow focus to apply more broadly to all SR activities; (3) innovations in the standards development …
Stakeholder Theory And Marketing: Moving From A Firm-Centric To A Societal Perspective, Gene R. Laczniak, Patrick E. Murphy
Stakeholder Theory And Marketing: Moving From A Firm-Centric To A Societal Perspective, Gene R. Laczniak, Patrick E. Murphy
Marketing Faculty Research and Publications
This essay is inspired by the ideas and research examined in the special section on “Stakeholder Marketing” of the Journal of Public Policy & Marketing in 2010. The authors argue that stakeholder marketing is slowly coalescing with the broader thinking that has occurred in the stakeholder management and ethics literature streams during the past quarter century. However, the predominant view of stakeholders that many marketers advocate is still primarily pragmatic and company centric. The position advanced herein is that stronger forms of stakeholder marketing that reflect more normative, macro/societal, and network-focused orientations are necessary. The authors briefly explain and justify …
Consuming Direct-To-Consumer Genetic Tests: The Role Of Genetic Literacy And Knowledge Calibration, Yvette E. Pearson, Yuping Liu-Thompkins
Consuming Direct-To-Consumer Genetic Tests: The Role Of Genetic Literacy And Knowledge Calibration, Yvette E. Pearson, Yuping Liu-Thompkins
Philosophy Faculty Publications
As direct-to-consumer marketing of medical genetic tests grows in popularity, there is an increasing need to better understand the ethical and public policy implications of such products. The complexity of genetic tests raises serious concerns about whether consumers possess the knowledge to make sound decisions about their use. This research examines the effects of educational intervention and feedback on consumers' genetic literacy and calibration -- the gap between consumers' actual knowledge and how much they think they know. The authors find that consumers' genetic knowledge was generally low and that people tended to underestimate their knowledge level. Furthermore, consumers' perceived …