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Article
Publication date: 12 March 2018

Seongwon Park

This paper raises a question of how to assess the effectiveness of foresight activity. Among the various assessments of foresight activity, the author explores how to develop and…

Abstract

Purpose

This paper raises a question of how to assess the effectiveness of foresight activity. Among the various assessments of foresight activity, the author explores how to develop and assess an individual’s abilities in relation to foresight activity. More specifically, the author suggests a possible metric for assessing how foresight activity can help individuals cultivate self-efficacy toward postulated futures. This paper aims to propose that researchers and practitioners working in foresight can leverage the concept of self-efficacy toward futures to develop a method of evaluating foresight activities on an individual level.

Design/methodology/approach

To assess the concept of self-efficacy toward futures, this research identifies the factors that could create a possible metric of self-efficacy with respect to various futures on an individual level. For this study, citizens living in Korea participated in a futures studies program, where the author measured and analyzed to what extent participatory foresight activities could help these individuals perceive their own self-efficacy toward futures. The changes in the participants’ attitudes were measured by conducting the survey before and after the program.

Findings

Based on the literature review and a survey, the author crafted a potential self-efficacy in relation to a scale of futures, which consists of four subscales: an ability to shape new meanings, an ability to challenge the status quo, an ability to make a decision and put it into action and an ability to learn something new by cooperating with others. These abilities are believed to be relevant elements to prepare for, adapt to and evolve with social changes. This paper also uses the possible metric to assess the effectiveness of foresight activity in Korea and argues that foresight activity helps Korean individuals perceive self-efficacy toward postulated futures.

Originality/value

Researchers attempted to answer the question of what foresight activities are generally useful to laypersons. The author proposes that perceiving self-efficacy toward futures is one of the efficacies that foresight pursues. The author endeavors to create a metric to assess the effectiveness of foresight attempts to identify which capabilities can be developed through participation in foresight activities.

Details

foresight, vol. 20 no. 1
Type: Research Article
ISSN: 1463-6689

Keywords

Article
Publication date: 13 October 2022

Seongwon Choi and Thomas Powers

The purpose of this paper is to highlight the core tenets of social marketing communications in managing acute infectious disease outbreaks based on a historical review of two…

Abstract

Purpose

The purpose of this paper is to highlight the core tenets of social marketing communications in managing acute infectious disease outbreaks based on a historical review of two major pandemics in South Korea.

Design/methodology/approach

Two researchers reviewed newspapers, journal papers, archived documents and other historical materials to examine social marketing communications used in both Spanish flu and COVID-19 pandemics by South Koreans.

Findings

Despite two events being a century apart and the social context of two eras being starkly different, behavioral recommendations for both pandemics were nearly identical. Two major lessons arose from the review. First, a full disclosure of the pandemic-related information is important. Second, proper management of conflicting information is highly desired as an integral part of pandemic social marketing communication campaigns.

Originality/value

Understanding the importance of social marketing in raising public awareness, this paper provides a historical comparison between the 1918–1919 Spanish flu and COVID-19, focusing on the social communications used during these two pandemics. The paper contributes to the health marketing literature as well as to practice by drawing implications relevant to social marketing communication used in disease pandemics.

Details

Journal of Social Marketing, vol. 13 no. 1
Type: Research Article
ISSN: 2042-6763

Keywords

Article
Publication date: 2 April 2020

Thomas L. Powers, Karen Norman Kennedy and Seongwon Choi

This paper aims to contribute industrial marketing literature by examining the relationship between market orientation and performance based on multiple perspectives and measures…

Abstract

Purpose

This paper aims to contribute industrial marketing literature by examining the relationship between market orientation and performance based on multiple perspectives and measures. Although the relationship between market orientation and firm performance has been examined in prior research a gap in the literature exists, as this relationship has not been examined from separate perspectives of managers, salespersons and customers. In addition to this gap in the literature, a further gap exists as these multiple assessments of market orientation have not been examined relative to both subjective and objectives measures of industrial firm performance.

Design/methodology/approach

The research is based on data obtained from 111 sales branches of a Fortune 500 industrial supplier.

Findings

The results indicate that managers, salespersons and customers all indicate a positive relationship between market orientation and perceived performance. Market orientation and actual branch performance were not related when assessed by any of the three respondent groups. Only salespersons were able to significantly relate perceived firm performance to actual performance.

Research limitations/implications

These findings add a new dimensions to the existing stream of literature on the industrial marketing orientation and performance relationship.

Originality/value

These findings add new dimensions to the existing stream of literature on the industrial marketing orientation and performance relationship.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 11
Type: Research Article
ISSN: 0885-8624

Keywords

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