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Full-Text Articles in Business
Organization-Based Social Marketing: An Alternative Approach For Organizations Adopting Sustainable Business Practices, Mary Franks Papakosmas, Gary Noble, John Glynn
Organization-Based Social Marketing: An Alternative Approach For Organizations Adopting Sustainable Business Practices, Mary Franks Papakosmas, Gary Noble, John Glynn
Faculty of Commerce - Papers (Archive)
This article conceptualizes a new area for social marketing practitioners by focusing on individual behavior change that might occur within organizations. Organization-Based Social Marketing (OBSM) draws from organization change theory and internal marketing theory, while maintaining social marketing’s focus on beneficial behavior modification. The article argues that as such, OBSM represents a viable approach for organizations seeking to address the increasing demand for change strategies that promote proenvironmental behavior among their employees
Attracting Volunteers In Highly Multicultural Societies: A Marketing Challenge, Melanie J. Randle, Sara Dolnicar
Attracting Volunteers In Highly Multicultural Societies: A Marketing Challenge, Melanie J. Randle, Sara Dolnicar
Faculty of Commerce - Papers (Archive)
Volunteer managers face a typical marketing problem: how to identify the right consumers (in this case, volunteers), attract them, and keep them loyal. In multicultural societies this challenge is amplified because of the different groups originating from countries that can vary significantly in terms of the extent of volunteering and reasons for being involved. The consequence of this heterogeneity is limited success of generic marketing campaigns. Using the theory of planned behavior, we investigate differences between Australian residents from different cultural backgrounds in their volunteering behavior. Groups differed in attitude, social norm, and perceived behavioral control, suggesting the need for …
Exploring The Role Of Marketing Strategy And New Product Development In Long-Term Success Of Market Acceptance: A Case Study Of A Local Product In Thailand, Pensri Jaroenwanit, Uraiporn Kattiyapornpong
Exploring The Role Of Marketing Strategy And New Product Development In Long-Term Success Of Market Acceptance: A Case Study Of A Local Product In Thailand, Pensri Jaroenwanit, Uraiporn Kattiyapornpong
Faculty of Business - Papers (Archive)
This paper aims to present the exploratory study of the role of marketing strategy and new product development in achieving long-term success of market acceptance in the context of a local product in Thailand. It is part of a large project, only qualitative study is included in this paper. The research methodology comprised documentary research, focus group discussion, and in-depth interview. Participants included local business representatives and customers who live in the regional area and have purchased and consumed the regional products in the last twelve months. The exploratory findings showed the importance of understanding the role of marketing strategy …
Bragging Rights And Destination Marketing: A Tourism Bragging Rights Model, Gregory M. Kerr, Clifford Lewis, Lois Burgess
Bragging Rights And Destination Marketing: A Tourism Bragging Rights Model, Gregory M. Kerr, Clifford Lewis, Lois Burgess
Faculty of Commerce - Papers (Archive)
In a study seeking to understand destination choice, focus group participants consisting of travellers, mentioned the importance of ‘bragging rights’. Additionally, tourism marketers when interviewed about destination choice also referred to bragging rights. An online search of ‘travel’, ‘tourism’ and ‘bragging rights’ revealed thousands of links. Despite this, bragging rights has received limited attention in tourism research. This paper defines bragging rights, discusses its relevance to tourism and proposes a conceptual model suggesting how bragging rights can be managed by destination marketers to enhance destination image and consequently increase visitation.
The Use Of Team-Based Learning As An Approach To Increased Engagement And Learning For Marketing Students: A Case Study, Paul Chad
Faculty of Commerce - Papers (Archive)
Marketing educators are often faced with poor preclass preparation by students, declining student interest in attending classes as the semester progresses, and student complaints regarding previous bad experiences with team assessment activities. Teambased learning (TBL) is an innovative teaching strategy using semiformalized guidelines aimed to enhance student engagement and improve teamwork and, hence, overcome the typical problems faced by educators. This case study examines the firsttime use of TBL in a postgraduate marketing subject at an Australian university. The results indicate that the TBL innovation has a positive influence on student engagement and offers opportunities to assist learning. The study …