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The purpose of this study is to fill the research gap by investigating the impact of brand social initiatives on both the warmth and competence dimensions of the brand, as well as examining the brand's potential to induce pro-environmental behavioral change among consumers.

The study employed a scenario-based survey design and surveyed 415 consumers in India. The data were analyzed using structural equation modeling (SEM) with SmartPLS 4.0.

The results show that social initiatives enhance both dimensions of social perception and increase cooperative intentions. Brand competence is more crucial than warmth in predicting behavioral intentions. Brand-cause fit, CSR commitment and initiatives' impact all influence the brand image. A brand's commitment to the cause is more significant than brand-cause fit in determining how consumers evaluate a brand.

This research provides insights into how social initiatives can enhance brand image and encourage helping intentions through effective communication traits. It can aid brands in building consumer trust, benefiting society and boosting finances. The study offers a framework for effective cause communication strategies, highlighting the importance of commitment to the cause over fitting with the brand's image to elicit desired responses.

This study is a novel attempt that uses the stereotype content model and costly signaling theory to explore how social initiatives influence a brand's warmth and competence and impact consumer behavior. It provides critical insights into the psychological mechanisms behind social initiatives' impact on consumer behavioral intentions.

This study aims to evaluate how the criteria of sustainability standards (SS) ensure the social dimension of corporate sustainability (CS) in rural entrepreneurships using the case of banana agribusinesses in Magdalena (Colombia).

The methodological design was quantitative, explanatory and cross-sectional, where a sample of banana producers from Magdalena (Colombia) was selected. A structural equation model (SEM) was developed to evaluate the hypotheses. The SEM goodness-of-fit and fit indices were all acceptable.

There is a strong and statistically significant correlation between SS criteria and the social dimension of CS. In particular, local development is the most influential factor in shaping CS in the context of banana agribusinesses in Magdalena, Colombia, operating as rural entrepreneurship. Meanwhile, working conditions and human rights show moderate effects, while labor rights do not have a perceptible impact.

Only the SS criteria that ensure the social dimension of CS in the banana agribusinesses of Magdalena (Colombia) were considered. It is important to note that other variables may be involved in ensuring CS. Future research to identify these possible variables is recommended.

This investigation explores an understudied issue within the CS sphere, explicitly focusing on rural entrepreneurship in developing countries, notably Colombia. The study scrutinizes the impact of SS on the social dimension of CS in rural environments, using banana cooperatives as a case study and highlighting the value of developing strategies to help improve the CS performance of this type of organization.

El objetivo de esta investigación es evaluar cómo los criterios de los Estándares de Sostenibilidad (SS) aseguran la dimensión social de la Sostenibilidad Corporativa (CS) en los emprendimientos rurales utilizando el caso de los agronegocios bananeros en Magdalena (Colombia).

El diseño metodológico fue cuantitativo, explicativo y transversal, donde se seleccionó una muestra de productores bananeros del Magdalena (Colombia). Se desarrolló un modelo de ecuaciones estructurales (SEM) para evaluar las hipótesis. Los índices de bondad de ajuste y ajuste del SEM fueron aceptables.

existe una correlación fuerte y estadísticamente significativa entre los criterios de SS y la dimensión social de la SC. En particular, el desarrollo local aparece como el factor más influyente en la conformación de la SC en el contexto de las agroempresas bananeras de Magdalena, Colombia, que operan como empresas rurales. Mientras tanto, las condiciones de trabajo y los derechos humanos muestran efectos moderados, mientras que los derechos laborales no parecen tener un impacto perceptible.

sólo se consideraron los criterios de SS que aseguran la dimensión social de la SC en los agronegocios bananeros de Magdalena (Colombia). Es importante señalar que otras variables pueden estar involucradas en el aseguramiento de la CS. Se recomiendan futuras investigaciones para identificar estas posibles variables.

Esta investigación explora un tema poco estudiado dentro de la esfera de la Sostenibilidad Corporativa (SC), centrándose explícitamente en el empresariado rural en los países en desarrollo, en particular Colombia. El estudio analiza el impacto de los Estándares de Sostenibilidad (SS) en la dimensión social de la SC en entornos rurales, utilizando las cooperativas bananeras como caso de estudio y resaltando el valor de desarrollar estrategias que ayuden a mejorar el desempeño en SC de este tipo de organizaciones.

O objetivo desta pesquisa é avaliar como os critérios dos Padrões de Sustentabilidade (SS) garantem a dimensão social da Sustentabilidade Corporativa (SC) em empreendimentos rurais usando o caso das agroindústrias de banana em Magdalena (Colômbia).

O desenho metodológico foi quantitativo, explicativo e transversal, onde foi selecionada uma amostra de produtores de banana de Magdalena (Colômbia). Foi desenvolvido um modelo de equação estrutural (SEM) para avaliar as hipóteses. Os índices de adequação e de ajuste do SEM foram todos aceitáveis.

existe uma correlação forte e estatisticamente significativa entre os critérios de SS e a dimensão social da SC. Em particular, o desenvolvimento local aparece como o fator mais influente na formação da SC no contexto dos agronegócios da banana em Magdalena, Colômbia, que operam como empresas rurais. Entretanto, as condições de trabalho e os direitos humanos apresentam efeitos moderados, enquanto os direitos laborais não parecem ter um impacto percetível.

apenas foram considerados os critérios de SS que garantem a dimensão social da SC nas agroindústrias da banana de Magdalena (Colômbia). É importante notar que outras variáveis podem estar envolvidas na garantia da SC. Recomenda-se a realização de investigação futura para identificar estas possíveis variáveis.

Esta investigação explora uma questão pouco estudada no âmbito da Sustentabilidade Empresarial (SC), focando explicitamente o empreendedorismo rural nos países em desenvolvimento, nomeadamente na Colômbia. O estudo examina o impacto dos Padrões de Sustentabilidade (SS) na dimensão social da SC em ambientes rurais, utilizando cooperativas de banana como estudo de caso e destacando o valor do desenvolvimento de estratégias para ajudar a melhorar o desempenho da SC deste tipo de organização.

The promotion of autonomous vehicles introduces privacy and security risks, underscoring the pressing need for responsible innovation implementation. To more effectively address the societal risks posed by autonomous vehicles, considering collaborative engagement of key stakeholders is essential. This study aims to provide insights into the governance of potential privacy and security issues in the innovation of autonomous driving technology by analyzing the micro-level decision-making processes of various stakeholders.

For this study, the authors use a nuanced approach, integrating key stakeholder theory, perceived value theory and prospect theory. The study constructs a model based on evolutionary game for the privacy and security governance mechanism of autonomous vehicles, involving enterprises, governments and consumers.

The governance of privacy and security in autonomous driving technology is influenced by key stakeholders’ decision-making behaviors and pivotal factors such as perceived value factors. The study finds that the governmental is influenced to a lesser extent by the decisions of other stakeholders, and factors such as risk preference coefficient, which contribute to perceived value, have a more significant influence than appearance factors like participation costs.

This study lacks an investigation into the risk sensitivity of various stakeholders in different scenarios.

The study delineates the roles and behaviors of key stakeholders and contributes valuable insights toward addressing pertinent risk concerns within the governance of autonomous vehicles. Through the study, the practical application of Responsible Innovation theory has been enriched, addressing the shortcomings in the analysis of micro-level processes within the framework of evolutionary game.

This paper aims to find out if there is a relationship between access to climate change information and student activism.

Exploratory study focused on the survey of 400 [n = 400] students from 10 universities in Spain from April to May 2022. A questionnaire with 19 questions was divided into blocks of knowledge, awareness, and action and bivariate analysis with a margin of error of ±5% and a confidence level of 95%.

The greater the degree of information received, the greater the activism of university students, who tend to use digital media and social networks to get informed. However, they perceive that the university generates little information and a low number of activities related to climate change. Students demand that universities implement informal, formal, and service-learning environmental education strategies on sustainable consumption.

Given the results of previous studies showing the variable “type of degree” does not show differences at the beginning and end of studies, it has not been considered in this research. Nevertheless, it would be convenient to introduce it in future investigations to confirm if this may have an impact on informational habits.

This paper urges universities to act as sources of environmental education, given the relationship between the information received and the pro-environmental attitudes of students.

The universities are powerful social actors that can shape public and political discourses for eco-social transition.

This research adds the variable access to information in studies on pro-environmental attitudes. Furthermore, this research provides data about student perceptions of the university, government, industry, and NGO climate actions.

Purpose: This study aims to evaluate, explore, and characterise the perceptions of the Indian private sector employers on the 21st century 4Cs (critical thinking, communication, creativity, and collaboration) skills gap, which affects their productivity.

Need for Study: This research aims to shed light on the significant issue of the soft skills gap, precisely the 4Cs skills in India. Soft skills, including the 4Cs, are complex and crucial for organisations, and the shortage of these skills among the workforce is a growing concern. This research addresses enterprises’ challenges in bridging this gap by exploring different ways to utilise these skills.

Methodology: Fifty-six respondents were interviewed based on cluster sampling. An invitation was sent to 40 private sector organisations from five different industries. Only 15 organisations agreed to participate in the interview process.

Findings: A total of seven were generated from the data, which included: (1) explicit and timely feedback; (2) compassion and understanding; (3) motivation deficiency; (4) lack of collaboration synergies; (5) lack of practical knowledge; (6) interpersonal skills; and (7) creating team culture.

Implication: Given the prevalent skills gap, it is challenging for Indian industries and organisations to remain competitive in the global market. Investing in the education system, providing students with the necessary academic and vocational skills, and equipping them with soft skills, such as the 21st century 4Cs skills is essential to address this issue. Investment is necessary to prepare the workforce to meet the demands of emerging businesses and technologies, ensuring that industries and organisations remain competitive.

The managerial questions of this paper are as follows, and the authors are trying to solve them: How revenue sharing contract (CSR) degree and government subsidy affect the agri-food quality? What kind of model (WPC, revenue-sharing contract [RSC] and cooperative) would be more effective in motivating manufacturers and retailer to increase effort and improve agri-food quality? What kind of model (WPC, RSC and cooperative) would make manufacturer and retailer better off?

Considering the jointing quality effort and contract decision in green agri-food supply chain, this paper proposes six models that consider CSR of manufacturer and retailer, and then the obtained optimal solutions are compared and analyzed. At the same time, the impact of government subsidies is analyzed, and corresponding conclusions are drawn.

The results show that, first of all, whether the increasing CSR of the manufacturer or the retailer can motivate both parties to improve the agri-food quality effort investment. Second, the WPC and RSC contract may play different role in different cases. Finally, under the model with government subsidies, regarding positive influence of government subsidies on efforts of manufacturer and retailer, quality and profits of members is investigated. Based on these conclusions, this study puts forward the following policy suggestions. Firstly, governments should formulate reasonable subsidy policies to support manufacturer and retailer to improve the agri-food quality, thereby promoting green industries' development. Secondly, manufacturer and retailer should actively improve CSR and strengthen the effort of agri-food so as to advance quality. Finally, manufacturer and retailer can choose cooperative model or WPC contract.

In this paper, one manufacturer and one retailer are considered. Since the agri-food supply chain structure in reality is more complicated, the future research direction can consider the supply chain structure with one manufacturer and multiple retailers. In addition, this paper only considers the subsidy, and future research can classify the subsidy into different types.

The study makes two substantive contributions to the body of knowledge in the field of sustainable operations:(1) incorporating quality-based demand function in supply chain and dynamic process of agri-food quality; (2) exploring the impact of CSR awareness of members and subsidy of government on agri-food quality, and comparing the influence in different models.

Given resource constraints such as time and staffing, hotels cannot respond to all negative online reviews (NORs). Therefore, this study investigates (1) what types of NORs hotels should prioritize responding; and (2) what response strategies are more effective in handling different types of NORs to minimize the negative ramifications.

Four experiments in the context of hospitability were used to test the hypotheses.

Our findings show that NORs with implicit conclusions (e.g. “I do not believe that is a good choice, you know what I mean.”) are more dissuasive than NORs with explicit ones (e.g. “Do not buy it.”) because the former NORs are perceived as more objective than the latter NORs. More importantly, our results show that firms do not need to respond to explicit NORs. When responding to implicit NORs, firms should prioritize those related to service failures caused by external (e.g. weather, technological misfunction) rather than internal (e.g. poor management, employee skills) factors.

Our studies focus on the language styles of Chinese NORs, and future research should investigate how language styles influence dissuasion in other languages.

Our results show that NORs with implicit conclusions negatively impact consumer attitude and thus hurt performance more significantly than those with explicit conclusions. Therefore, firms should allocate limited staffing and resources to NORs with implicit conclusions. When responding to implicit NORs, firms should select NORs that can be attributed to external factors.

Our findings shed light on the importance of the language styles of NORs and provide marketers with insights into how to handle NORs. Our results reveal that consumers perceive higher objectivity of NORs when these reviews are implicit than when they are explicit. Furthermore, this study contributes to the online review literature by suggesting that firms should tailor their response strategies for NORs based on the reviewers’ language styles.

This study aims to explore the use of a double diamond design method to engage the industry in a sector-wide response to the issues of food waste as constructed by consumers. This particular design method is achieved by an exploration of a collective intelligence-participatory design (CIPD) project to engage industry participants in understanding and responding to consumers’ perceptions of the role of packaging in reducing food waste.

Using the UK Design Council’s double diamond design method as a guiding conceptual principle, the project recruited industry participants from medium to large food businesses across various food categories. Two scoping workshops with industry were held prior to the initiation of a 12-stage project (n = 57), and then two industry workshops were held (n = 4 and 14). Eighty participants completed an online qualitative survey, and 23 industry participants took part in a Think Tank Sprint Series. The Think Tanks used participatory design approaches to understand barriers and opportunities for change within food industry sub-sectors and test the feasibility and acceptability of package designs to reduce consumer waste.

For CIPD to work for complex problems involving industry, it is vital that stakeholders across macro- and micro-subsystems are involved and that adequate time is allowed to address that complexity. Using both the right tools for engagement and the involvement of the right mix of representatives across various sectors of industry is critical to reducing blame shift. The process of divergence and convergence allowed clear insight into the long-term multi-pronged approach needed for the complex problem.

Participatory design has been useful within various behaviour change settings. This paper has demonstrated the application of the double diamond model in a social marketing setting, adding value to an industry-wide project that included government, peak bodies, manufacturing and production and retailers.

The case study offers interesting learning possibilities and offers the following learning opportunities to the learner. assess and conduct a macro- and micro-environmental analysis, comprehend the nature of the competitive landscape and how it changes when one looks at a digital-only versus an omnichannel marketplace, examine the product mix and policy of the firm and evaluate how it delivers customer value and analyse the pros and cons of growth strategies available to a firm and arrive at a viable and actionable future business and product strategy.

The short case study presents the story of a young start-up called Country Delight. The firm began operations in 2011 and was the brainchild of Chakradhar Gade and Nitin Kaushal. The direct-to-consumer firm addressed urban consumers’ non-articulated, latent need to get “fresh and uncontaminated” milk to their doorstep. Country Delight delivered farmer-to-consumer fresh cow and buffalo milk and milk products based on a well-designed and efficient value chain where the supply chain was either wholly owned or quality monitored by the firm. The firm began operations in India’s National Capital Region and was spread across 15 metro cities. Slowly, over the years, Gade and Kaushal added more product categories.Country Delight had a subscriber base of around 500,000, and the ambitious duo wanted to double their subscriber base and reach one million subscribers by financial year 2025. The firm was looking at various paths to achieve this number. Should Country Delight expand into new geographies? Or look at adding to the existing product portfolio? Diversification into agritourism, like the Pune-based vineyard – Sula, also looked attractive to build consumer engagement. Would taking the consumer to the farmers from whom they sourced the milk and vegetables contribute additional revenue to Country Delight and their farmer-suppliers? As the firm got ready to raise another round of funding, it needed a well-articulated growth strategy that was exciting and profitable for all stakeholders.

This case study presents the dilemma entrepreneurs face as they look at the next phase of growth. Thus, this case study serves as a learning opportunity for a graduate-level course in management and as a sounding board for those who aspire to enter the start-up space. Though this case study has the potential to illustrate basic concepts such as value chain and macro- and micro-environment analysis, the protagonist’s dilemma and the problem statement make it apt for integrated discussions that are critical in advanced electives in marketing management.

Teaching notes are available for educators only.

CSS 8: Marketing.

The consumers want to purchase the target products in the right place, whereas the manufacturers want to allocate their possible products to optimal distribution channels. The manufacturer must know how to handle itself in this business. The study aims to examine the B2B channel decision-making with different product qualities in a non-cooperative supply chain.

The authors develop a B2B Manufacturer-Stackelberg game as an analytical framework, combining asymmetric preference of purchase channels choice by the consumers, a continuous quality setting of the manufacturer and differential channel structure to study the manufacturer’s product strategy and channel optimisation. By horizontal comparisons across four channel structures, product variety can be classified into the differential quality-level zone through exogenous quality intervention, and the preference of manufacturers in each quality-level zone within the structures can be ranked.

Theoretically and practically, the hybrid-channel structure should be completely neglected when the direct channel dominates the retail channel. In contrast, dual-channel structures dominate single channels irrespective of the channel power, and channel preferences between high-quality and low-quality zones are stable, whereas the preference in medium-quality zone is unstable. In addition, the supply chain system cannot achieve global Pareto improvement without any additional coordination mechanism between the manufacturer and the retailer.

The extended results by numerical examples suggest that the bigger the area of the medium-quality zone, the more significant the product variety of the manufacturer.