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Purpose – This study explores U.S. consumer attitudes toward organic foods in order to demonstrate that multiple and meaningful segments can be identified based on attitudes and beliefs rather than demographics and that a more targeted marketing strategy could likely create a better fit with consumer wants and needs.

Methodology – Q-methodology is employed, in part to demonstrate its usefulness for segmentation purposes.

Findings – Six meaningful segments of consumers are generated based on attitudes toward organic foods: Health Enthusiasts, Organic Idealists, Hoban's Hogwashers, Unengaged Shoppers, Bargain Shoppers, and Cynical/Distrustfuls. These groups vary in attitudes toward organic food, and despite conventional wisdom, exhibit a reasonable match between attitude and purchase behavior. Segments are also generated for viewpoints toward conventionally grown foods, revealing that consumers do not simply hold binary positions (pro-organic, anticonventional), but instead consider each food type on its respective merits. Positioning and media choice strategies are considered for each organic food segment.

Originality – This chapter distinguishes between different types of consumers of organic food by using Q-methodology, with the result being a rich, detailed description of the values and preferences of each group. With these descriptions, the organic food industry can better align its marketing efforts with the priorities of individual consumer groups, rather than their simplistic demographics as are commonly utilized. The chapter also offers a unique perspective on the attitude–behavior gap, revealing that when the attitude is understood in greater detail, the gap appears to disappear.

Mobile marketing, the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, platform, or technology, has made rapid strides in the past several years. Mobile marketing has entered its second phase or Mobile Marketing 2.0. The surpassing of desktop by mobile devices in digital media consumption, diffusion of wearable devices among customers, and an overall integration and interconnectedness of devices characterize this phase. Against this backdrop, we present a synthesis of the most recent literature in mobile marketing. We discuss three key advances in mobile marketing research relating to mobile targeting, personalization, and mobile-led cross-channel effects. We outline emerging industry trends in mobile marketing, including mobile app monetization, augmented reality, data and privacy, wearable devices, driverless vehicles, the Internet of Things, and artificial intelligence. Within each extant and emerging area, we delineate the future research opportunities in mobile marketing. Finally, we discuss the impact of mobile marketing on customer, firm, and societal outcomes.

In the age of “big data,” one of the most important capabilities that differentiates the winners from the losers in the intensely competitive grocery market is how successfully a firm can harness its vast amounts of shopper data to become more shopper-centric. Grocery retailers struggle with how to manage the tremendous amount of data available to them and best leverage their frequent shopper data to derive insights. These data also present an opportunity for academic research on decision-making and evaluation of strategic initiatives. This chapter discusses three case studies that illustrate the various capabilities of frequent shopper data in generating shopper insights. Specifically, using frequent shopper data for millions of shoppers, the three case studies demonstrate how frequent shopper data can be used as an important information asset for understanding differences and similarities among different shopper groups (Case Study 1), as a means to assess the effectiveness of store redesigns/environment changes (Case Study 2), and as a key tool for evaluating program success (Case Study 3). The chapter concludes with a discussion of how successful collaboration between practitioners and academics can be a boon to both business success and academic research.

This paper analyses the construction of value under the context of radical uncertainty (Keynes, 1936; Orléan, 1987) in the financialised real estate sector in France. It is based on a participant observation of valuation practices in an international real estate consulting firm and 26 in-depth interviews with professionals of the sector. We show that these practices rely on an institutional architecture that participates in the consolidation and legitimisation of the accumulation activity of asset managers and thus in the feeding of real estate bubbles in the hearts of large metropolises. Completing the conventionalist approach of value (Orléan, 2011) by focussing on the functioning of the organisations involved in the valuation process, I show that the determination of value is less the result of the emergence and autonomisation of a collective belief through market relationships than the product of power relationships between agents integrated in hierarchical professional organisations and in a specific legal framework.

Data from samples of managers from eight countries, Thailand, Nigeria, Philippines, Peru, Uruguay, Argentina, Spain, and the United States, are used to explore cross-national differences in how individuals make judgments about an individual's pay. A policy-capturing instrument is used to elicit judgments about the ways that variations in individual employee job performance, business unit performance, seniority, schooling, and need affect judgments about pay fairness. Significant between-country differences are found in the sensitivities of pay fairness judgments. However, these differences are not well explained by differences in individualism/collectivism reflected either by a priori categorizations of national culture or direct measures of horizontal/vertical collectivism. Implications for the explanation of cross-national differences are explored.

The main goal of this research is to describe the talent management process via social networking sites (SNS) in emerging economies of India and Mexico.

The chapter uses a conceptual approach to detail the subject matter and adopts two theoretical frameworks to enhance understanding of the topic.

India and Mexico have welcomed various forms of SNS as strategic organizational tools for talent management. In India, Orkut is adopted to attract technical employees, Facebook is used to source overseas applicants, and Linkedin is sourced for management professionals. In Mexico, Facebook, Twitter, and YouTube predominantly provide applicants for young talent, while LinkedIn provides applicants for upper-level talent. This research also identifies the role of national cultures and data privacy laws in both these countries.

This research is a conceptual paper and any future research will benefit from having either empirical or qualitative research to substantiate the results.

Practitioners might also benefit from this chapter as it distinguishes how different cultures use SNS for recruitment practices. Some cultures prefer to use SNS predominantly for its social aspect while others favor its practicality value. Global managers may be interested to identify where social networks are easily accepted for work-related practices.

There seems to be a paucity of research on SNS in emerging economies. This chapter provides pioneer work in two emerging economies by identifying relevant statistics, developing a model, and listing current SNS. Thus this research helps fill the gap in the extant cross-cultural literature on SNS.