A Road to Meaningful Marketing Research(or how communication, marketing and you can save the world)

Clifford J. Shultz, II, Ph.D.President, International Society of Markets and

DevelopmentEditor, Journal of Macromarketing

Professor and Marley Foundation ChairArizona State University

http://agb.poly.asu.edu/cjsatcjs@asu.edu480 727 1242

Thanks to Dr. Pierre McDonagh and the DCU CCS.

Scholarly Illustrations

Shultz, C. (1993), “Situational and Dispositional Predictors of Performance: A Test of the Hypothesized Machiavellianism x Structure Interaction Among Sales Persons,” Journal of Applied Social Psychology, 23 (6), 478-498.

Shultz, C., Burkink, T. Grbac, B. & Renko, N. (2005), “When Policies and Marketing Systems Explode: An Assessment of Food Marketing in the War-Ravaged Balkans and Implications for Recovery, Sustainable Peace, and Prosperity,” Journal of Public Policy & Marketing, 24 (1), 24-37.

Shultz, C., Hughner, R. & An Van Khanh (WIP), “Do Consumers Care about Producers (and Should They)? Illuminations from the Global Coffee Industry” (with An Van Khanh & Renee Hughner).

Shultz, C. & M. Holbrook (1999), “Marketing and the Tragedy of the Commons: Synthesis, Commentary, and Analysis for Action,” JPP&M, 18 (2), 219-229.

Situational and Dispositional Predictors of Performance: A Test of the Hypothesized Machiavellianism x Structure

Interaction Among Sales Persons

Machiavelli (1532)

Machiavellian: evil vs. pragmatic (necessary)

The Mach Scales (Christie and Geis 1970)Measures one’s orientation toward MachiavellianismEffects on Performance

Sample Items

Most men are more concerned about making a good living than satisfying their conscience

All men are ready to change masters in the hope of bettering themselves

Subset of the Study

2 x 2 quasi experiment:

Mach X Organizational Structure

Sample: sales reps

DVs: Sales Commissions & Clients

Broad H: Mach facilitates performance in unstructured organizations (cf. Hunt & Chonko 1984)

“Profound” Marketing Implications…

Sales Force Selection

Incentive Structures

Ultimately Wall Street Firm’s Performance

From Wall Street to War and Reconstruction…

40+ countries involved in ethno-political conflict

22+ million people are refugees or displaced persons

35,000 infants die each day from preventable causes

About half the world’s population lives in poverty

Over half the world’s population thrust into a new economic model and many struggle to thrive in it

… Marketing as Realpolitik

Sources: UNDP, UNHCR, World Bank, UNICEF, CIA, Peace Pledge Union, Japan Platform, et al

Social Forces1. Culture2. Interaction3. Character

Macroeconomic Forces1. Ideology2. Performance3. Demand

Welfare Outcomes1. Consumers2. Society3. Nations

Administration Systems

Knowledge System1. Documented2. Independent3. Applicable

Education System1. Research2. Teaching3. Practice

Executive System1. Knowledge2. Motivation3. Implementation

Marketing System1. Consumers2. Infrastructure3. Performance

Natural Forces1. Resources2. Condition3. Capacity

Political Forces1. Pragmatism/ Ideology2. Allocation3. Intervention

Foundations for Explication of Transition Economies(Shultz & Pecotich, Journal of Public Policy & Marketing, 1997)

Balkans / Indochina

Complex and culturally diverse

History of foreign occupation and military conflict

Recovering from recent, brutal wars

Large economic contributions from agribusiness

Opportunity to discover “best cases”

Confluence: East & West, Cultures and Empires

Research Teams in the Field

Study Objectives

Assess the Agribusiness system

Invoke policy recommendations to enhance socioeconomic stability through marketing and enterprise development…

“Two nations trading bushels are less likely to trade bullets” (Kohls & Uhl 1998; see also Lodge 2002)

MethodsLongitudinal interpretive study

Structured viz. food channels in Bosnia-Herzegovina, Croatia, Kosovo(a), Macedonia (FYROM), from farm to fork

Site observations (e.g., Dahringer 1983; Geertz 1973; Lincoln & Guba 1985; Belk, Wallendorf, &

Sherry 1993) and depth interviews (McCracken 1988)

Triangulation used to insure data trustworthiness• Government, business, NGOs, scholars, consumers

Replication

Intensive microcycle site-immersion to glean “Emergent Themes” (Shultz, Pecotich, & Le, 1994)

Emergent Themes

Market-driven renaissance, from farm to fork

Food Marketing is a conduit to peace & stability

Tycoons & entrepreneurs emerging as innovators, channel captains

Agribusiness is a major strategic initiativeResettlement, Employment, Sustainable development, Global Integration…

                                                                                                                                           

An International Business Education and Export Development Project:"Peace and Prosperity through Food and Agribusiness Marketing"

         www.poly.asu.edu/balkans ; Balkans Symposium Recap

Home | About the Project | Project Progress | Countries & Republics | Maps | Universities | Commodities | Wheat Export ResearchInstitutional Links | Research | Regional Markets/Links | Photos | North Adriatic Study Tour | Greece Internship | Contact Us | Site Index

Agencies, departments and institutions that have provided or currently provide support for various aspects of this project, include, the United States Department of Education, The Croatian Ministry of Science and Technology, The US State Department, Arizona State University's Morrison School of Agribusiness and Resource Management (MSABR), the American Farm School, the Desert Wheat Growers Cooperative, the Arizona Grain Research and Promotions Council, the STAR Center, the

University of Zagreb Faculty of Economics, the University of Rijeka, University of Sarajevo, University of Ljubljana, University of Tuzla, University of Innsbruck, and the University of Split

You are visitor number

Onward, to Vietnam…

… Dak Lak andthe coffee fields

Vietnam’s Coffee IndustryMetaphor for systemic

analysis & change

After doi moi, Vietnam’s coffee industry developed rapidly:

land reformMarket pricing“What they want, as much as they want, where they want…”

Amazing “success” Phó Quèc

Arabica

Robusta

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00'10

00'22

00'24

00'16

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map of the areasplanted coffee in vietnam

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00'20

00'22

106 00'104 00'102 00'

00'24

108 00' 110 00' 112 00' 114 00'

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Q§ Tr êng Sa

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Vietnam’s Coffee Industry

Poor infrastructure

Too much focus on short-term profit making

Commodity; no “brand/image” building

Lack of marketing expertise

Initial Market Appraisal

The Coffee Purchase Consumer Model(© Shultz, Hoang Thuy Bang & Pecotich 2002)

Basic TypeArabica versus

Robusta

Basic TypeArabica versus

Robusta

Processed TypeRoasted, Soluble

&Decaffeinated

Processed TypeRoasted, Soluble

&Decaffeinated

BrandGlobal, Domestic,

Private

BrandGlobal, Domestic,

Private

QualityQuality PricePrice ValueValue IntentionIntention

Country-of-OriginDomestic, Foreign

Country-of-OriginDomestic, Foreign

QualityQuality

PricePrice

Language AssociationsLanguage

Associations

The CoffeeProduct

The Consume

r

Consumer

Judgments

Choice

CulturalLanguageCultural

Language Ethnocentrism

Ethnocentrism

KnowledgeKnowledge

Have begun experiments to examine relationships in model (e.g., Hong, Pecotich, Shultz 2002; Schmitt et al 1994; Troutman & Shanteau 1976)

Methods: 2 Quasi-experiments

Quasi-experiment 1 (2 x 3)Language/labeling effects

n = 60: 30 Vietnamese & 30 Americans

Nested variable: nationality

IV: language labeling: Vietnamese, English-Vietnamese, and English

DV: attitudes toward product; intention to buy

Some Results- Quasi-experiment 1

Means: attitudes toward quality

2

3

4 4

2.6

3.8

3.6

3.32.7

0

1

5

English English-

Vietnamese

Vietnamese

Vietnamese subjectsAmerican subjects

Means: intention to buy coffee

2.6

4.2

3.63.9

2.6

2

0

1

2

3

4

5

English English-Vietnamese

Vietnamese

Vietnamese subjectsAmerican subjects

MethodsQuasi-experiment 2 (2 x 2)

Investigate the effect of country-of-origin on consumer perceptions of quality

n = 40 subjects: 20 VN and 20 AmericansNested variable: nationalityIV = “country of origin” (taste test): VN vs. USDV = perceptions of quality; intentions to buy

Some Results- Quasi-experiment 2

Means: attitudes toward quality

3.5

2.75

3.35

3.3

0

1

2

3

4

American coffee Vietnamese coffee

Vietnamese subjects

American subjects

3.65

3.2

3.153.4

0

1

2

3

4

5

American coffee Vietnamese coffee

Vietnamese subjectsAmerican subjects

Means: intention to buy coffee

Brand Management ImplicationsConsumer-based export development

Segment and targetDevelop meaningful brand(s)Partner with key players in supply chain

National Strategic Implications:

Must attract FDI

Must invoke more progressive policies

Must improve marketing skills

Must re-frame concept of “strategic”

From War to Reconstruction: Marketing as Realpolitik

Level of DestructionDegree of Despotism

Transition – how far?Geographic luckInvolvement of Diaspora

Access to capital (influence)Entrepreneurial ethos

Target “Global” ConsumersSeek Anchors in Global Systems…TransparencyKnowledge / Marketing SkillsBroader pro-social issues & contributions: Buying into the greater good; integrating and managing systems, over time, for the best outcomes for the largest number…Macromarketing

Must frame thinking in terms of social traps, or commons dilemmas

Marketing and the Tragedy of the Commons: Synthesis, Commentary, and

Analysis for ActionJPP&M (1999), 18 (2), pp. 219-229

Clifford J. Shultz IIArizona State University

& Morris B. HolbrookColumbia University

JPP&M Special Session: Award Winning & Influential ArticlesAMA Summer Educators’ Conference, August 2003

Tragedy of the Commons / Social Traps

The most eternal, omnipresent and insidious of problems…

Phenomenon whereby “rational” selfish decisions or rewards produce undesirable long-term consequences for the group as a whole.

Marketing and the Tragedy of the Commons

Marketing and the Tragedy of the Commons

Contemporary Examples

Weapons Sales / War Air PollutionDeforestationBlack OutsEtc.

Marketing and the Tragedy of the Commons

Philosophers & Ethicists

Behavioral & Biological Scientists

Governments & Consumers / Stakeholders

Marketers & Marketing Institutions

S&H: Review, Synthesize & Suggest*

Synthesis of Solutions

Regulation: fiat / taxation / user fees

Organization

Social responsibility

Communication

Figure 1. Stakeholder Negotiation and Compliance Model for Commons Management

RedwoodCommons

RegulatorsActivistsConsumersLumber Co.

Negotiated agreementfor commons management

Monitoring/Verification

Impact on other commons,e.g., air, watersheds, soil, etc.

Stakeholders

Staying Power / Impact

Social dilemmas are the most eternal, omnipresent and insidious of problems.

Affect all policy & marketing decisions (?)

Interdisciplinary, integrative & inclusive

Solutions-oriented

Provides testable propositions

Research Opportunities/Challenges

Empirical Tests of PropositionsWeapons MarketsDeveloping Economies: FDI vs. Aid vs. No EngagementFarm & Industry Subsidies* (“Moral Hazards”)Supporting Corrupt Governments / Oil RegimesPoverty & WellnessCrime (e.g., Enron)Trade agreements*IPR*Pollution & Resource ManagementCareer Management: Meaningful Research

Final thoughts

What’s the question, why is it important, what’s your contribution to a solution.

Extend others vs. Create a niche/area.

Pursue your passions and you will never work a day in your life.

Research Opportunities/Challenges

Empirical Tests of PropositionsWeapons MarketsDeveloping Economies: FDI vs. Aid vs. No EngagementFarm & Industry Subsidies* (“Moral Hazards”)Supporting Corrupt Governments / Oil RegimesPoverty & WellnessCrime (e.g., Enron)Trade agreements*IPR*Pollution & Resource ManagementCareer Management: Meaningful Research