Search results

The purpose of this paper is to offers the authors’ perspective on a problem rarely considered by those making strategic decisions: conflicting laws at different levels of jurisdiction, specifically those related to stigmatized products.

The authors use as examples of product categories from marijuana to single-use plastic bags, describing the conflicting laws that add to costs for marketers and consumers.

The authors find that conflicting laws add to the uncertainty, legal expenses, and therefore, the cost of marketing a stigmatized product, whether stigmatized because of its impact on the environment, on health or on moral grounds.

The examples are not exhaustive, but their implications are significant: that as state legislatures are preempting local bans, Congress may preempt state laws.

This paper adds one more complexity to decision-making in the area of products to offer and/or merger/acquisition decisions that may bring company products that face conflicting laws.

How can organizations use strategic frames to develop support for illegal and stigmatized markets? Drawing on interviews, direct observation, and the analysis of 2,497 press releases, I show how pro-cannabis activists used distinct framing strategies at different stages of institutional development to negotiate the moral boundaries surrounding medical cannabis, diluting the market’s stigma in the process. Social movement organizations first established a moral (and legal) foothold for the market by framing cannabis as a palliative for the dying, respecting moral boundaries blocking widespread exchange. As market institutions emerged, activists extended this frame to include less serious conditions, making these boundaries permeable.

The purpose of this paper is to examine the way the message source and presence of positive social cues influence the evaluations (attitude toward the corporate social responsibility (CSR) message and company, and word-of-mouth intention to support the campaign) of the decreased use CSR messages on Facebook.

In the context of Facebook, this study adopted 2 (message source: a CSR message in a sponsored ad format vs a CSR message posted by another Facebook user) × 2 (social cue: highly salient, positive social cues vs no social cues) factorial experimental design.

The main effects of message source types and presence of positive social cues on decreased usage CSR campaigns proved to be effective in generating better consumer responses to the company and campaign.

The findings are expected to advance the CSR literature by offering a detailed understanding of CSR campaigns that discourage consumption of the company’s own product to support a social cause. It is suggested to test the effects with other CSR examples to increase the ability to generalize the results further.

The results suggest campaign strategies on social media for public relations practitioners and corporate managers who work for companies conducting social responsibility campaigns that discourage consumption of their own products.

This study contributes to the CSR literature by examining the concept of CSR campaigns that advocate decreased usage, which has received scant scholarly attention to date.

The purpose of this study is to provide insight into customers’ psychological processes and behavioral responses after merger and acquisition (M&A) of an artisanal brand.

Study 1 adopts a qualitative approach to understand how craft-beer customers perceive M&A decisions. In Study 2, a two-conditioned (M&A types: local and local company M&A vs local and national company M&A) between-subjects design experiment was executed.

The findings of this study show M&A’s of artisanal brands cause identity stigmatization, resulting in customers’ identity dissonance and coping strategies. Which coping strategies a customer uses depends on their brand identity, product-category identity and M&A partner types.

This was an exploratory study that serves as a starting point for future research. Future research could investigate the model proposed in this study by testing the effects of potential moderators and mediators.

The findings of the study enable companies to better anticipate post-M&A customer behavior, thereby enabling them to enhance their brand positioning when a competitor is acquired by a large company.

The popularity of locally produced and craft hospitality products has attracted the attention of large companies that acquire artisanal brands. There is a paucity of research investigating post- M&A customer reactions of locally owned artisanal companies by large companies.

The learning outcomes of this study are as follows:▪ to explain the marketing of products that fall under “stigmatised” products;▪ to develop a multi-segmentation strategy and identify variables used in segmentation;▪ to identify the target segments;▪ to draw a value proposition canvas;▪ to construct positioning statements; and▪ to decide the product portfolio based on segmentation, targeting and positioning (STP).

This case considers the dilemma faced by Deep Bajaj, CEO of Sirona Hygiene Pvt. Ltd., a company in the female menstrual and intimate hygiene products space, in May 2021. During an investor meeting, an investor questions Sirona’s focus on menstrual cups (MCs) and advises Deep to expand instead the sanitary pads category. While the company has been growing at more than 100% year-on-year and has also been profitable for the last three years, the case considers how Deep can better participate in the bull run in the Indian menstrual hygiene market. Should he discard menstrual cups from Sirona’s product portfolio and concentrate on sanitary pads – India’s most highly accepted menstrual hygiene product? Alternatively, should he discard sanitary pads from his product portfolio and focus on MCs – his flagship product? Or, could he tap the large and growing menstrual hygiene market to “have his cup and pad too”?

This case is suitable for a class of 90 min in an undergraduate course or an extended session of two 90-min classes in a graduate MBA course. It can be studied as part of the STP module in a Marketing Management course. It may also be used in a strategic management course within a graduate MBA program to provide an understanding of the value proposition canvas as part of the module on business model canvas.

Teaching notes are available for educators only.

CSS 8: Marketing.

The purpose of this paper is to explore the use of blockchain technology in contested markets. The authors specifically consider the development and utilization of this accounting system as a device that might democratize contested markets for vulnerable populations, supporting contested entrepreneurs while “cooling” the moral contestation to the market.

This study analyzes the relationship between vulnerable populations and contested market activities, the inclusive development and potential trust created by a blockchain accounting information system and how this interaction potentially creates support for economic and social systems.

This paper demonstrates that, in an era of decreased trust especially as it relates to a digital, globalized marketplace, blockchain has the potential to create democracies of access, trust and agency. This system overcomes many of the deficiencies associated with transparency and accountability and connects market participants with society, strengthening its potential to bridge two opposing vulnerable population viewpoints necessary for possible contested market development.

The authors contribute to a deeper understanding of the role of emerging technologies in the interconnectedness between vulnerable populations in a contested market. Recognizing that blockchain is an imperfect version of its ideal intention, the authors also discuss the limitations of the system with respect to corruption, collusion and potential issues of adoption, and how this reduces the influence of blockchain as a “cooling” device within contested markets.

The authors provide an illustrative example whereby an entire industry might be persuaded from avoidance to promotion of new traceability devices and supported in the development of an accessible market.

Global government's economic support for social systems continues to experience significant declines. With ever-degrading healthcare, infrastructure, public education, childcare, etc., new sources of economic influx are often desired. One potential source of additional funds is from the tax revenues derived from contested market transactions, those stigmatized industries often operating illegally. With substantial public distrust, blockchain potentially provides such industries with democratization and the trust necessary to transition the industry into a legal environment, with tax revenues benefiting various social systems.

This study goes beyond the preliminary discussions of the benefits and consequences of blockchain. Instead, the authors focus on the use of blockchain within contested markets and its ability to influence vulnerable populations. The authors also consider the use of blockchain-based accounting information systems to provide a holistic and more democratic platform from a regulatory, market participant and societal standpoint.

Although restauranteurs hope to incorporate offal or variety meat, in the menu as an attempt to reduce food waste, adopting these ingredients is still challenging due to customer rejections. This study aims to propose potential persuasive sales strategies based on customers’ different information sources to increase organ meat-based menu sales for restaurateurs.

In this research, a qualitative study was conducted to identify critical factors that show persuasive effects from external, interpersonal and experiential information sources. A total of 20 in-depth expert interviews with professional chefs and restauranteurs were conducted and key persuasive service tactics were analyzed.

From their experience of persuading customers to try unusual foods, insights about how to alleviate unfamiliar food aversion were obtained. The findings of this study showed that different persuasive sales tactics can be implemented to decrease customers’ aversion to offal and offcuts on menus.

The context of offal is meaningful theoretically because it sheds light on the literature gaps related to persuasive sales strategies for food products with a negative social stigma. Practically, the findings of this study explicitly address that offal usage in restaurants can not only encourage the culinary uniqueness of a restaurant but also contribute to the reduction of food waste by foodservice operations.

This research answers the calls for more research on sustainable food sources in hospitality literature by proposing offal as a potential alternative protein source. The findings of this study can further be used to improve customer acceptance of other sustainable but unfamiliar food items.

It has been suggested that the medical profession contributes to the stigmatisation of those who experience mental health problems, through ‘iatrogenic’ stigma. This study explores how pharmaceutical companies and their advertising agencies think psychiatrists view people who suffer from mental health problems, as expressed through the design and content of advertisements for neuroleptic medication intended for the psychiatric profession. All pharmaceutical company advertisements appearing in the British Journal of Psychiatry in 1999 were analysed: quantitatively as to drug type, advertisement format and demographic characteristics of subjects portrayed in advertisements, and qualitatively as to content, accompanying text and the theme of the advertisement. Although adverts for neuroleptic drugs constitute a minority of all adverts appearing in the journal in 1999, they are larger than antidepressant adverts, use more pages, and are more likely to portray people suffering from schizophrenia as inactive, socially isolated, and leading empty, meaningless lives. Some of the images resonate with the popular mythology of schizophrenia as ‘other’ and ‘split personality’. From this we conclude that pharmaceutical company advertisements for neuroleptic drugs do indeed present stigmatising images of people suffering from schizophrenia. Editors of medical journals should scrutinise advertisements for potentially stigmatising content. It is time for a debate about the position of glossy advertisements in the pages of medical journals.Declaration of interest: Philip Thomas is co‐chair of the Critical Psychiatry Network and has written extensive critiques of the biomedical model.

The post-Cold War period allowed the U.S. nuclear legacy of ecocide to be declassified and made public. The policy of nuclear secrecy, evident in Russia (see Mironova et al., this volume), was not merely an eastern practice. Western nuclear releases were kept equally under wraps. In England, for example, the Windscale disaster was not fully disclosed until 1987.¹ Likewise, releases from the Hanford Nuclear Reservation, in Washington State, and other U.S. nuclear sites were kept undercover until the same period. The irony was that Americans learned of many of the nuclear skeletons in their closet around the time that Russians learned of theirs (see Mironova et al., this volume). It would appear that glasnost was contagious.

This study aims to analyze and assess 21 years of media coverage (2000–2020) of Flix, a small industrial village located in an rural area on north-eastern Spain, which has endured in these years a severe environmental and industrial crisis, with a strong potential for stigmatization of the place.

The research is conceptualized under the Social Amplification of Risk Framework, a theoretical/conceptual approach aimed at accounting for the huge gaps that often arise between public perception of technological or environmental risks of some technologies, products and places and the expert estimations of these risks. The authors studied the coverage on Flix by a local, a regional and a national newspaper through a content analysis where the corpus (1,524 news pieces) was coded for several variables, including tone, genre and thematic area.

The studied coverage was in general overwhelmingly negative and strongly focused on “bad news” relating to pollution and deindustrialization, although this was much less the case in the local newspaper than in the regional and, in particular, the national newspaper. Thus, a territorially escalated pattern clearly emerges from our research concerning the stigmatization potential of news media coverage for the specific case under scrutiny.

To the authors’ knowledge, this is the first time such a longitudinal study of media coverage and its potential for place stigmatization is performed with this specific territorial perspective.