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Yanfeng Zhou, Patrick Poon and Chunling Yu
The purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely benefit‐oriented donors, altruistic donors and health salience donors…
Abstract
Purpose
The purpose of this paper is to demonstrate that there are three major blood donor segments in China, namely benefit‐oriented donors, altruistic donors and health salience donors, with the use of factor‐cluster segmentation approach. It also investigates the blood donation attitudes, group characteristics, and preference for information acquisition of the identified donor segments.
Design/methodology/approach
A factor‐cluster segmentation approach was used in this study. A questionnaire survey on Chinese respondents who had just completed a blood donation process was conducted in China and 7‐point Likert‐type questions were used to measure the respondents’ attitude toward blood donation, their motivation to donate blood, lifestyles, demographics and information acquisition. K‐means non‐hierarchical clustering method was used to segment groups of blood donors. ANOVAs were conducted to assess the differences regarding the blood donation factors across the cluster segments.
Findings
Results demonstrate that there are three blood donor segments as predicted. Benefit‐oriented donors are found to be the largest cluster (42.6 per cent), followed by altruistic donors (29.6 per cent) and health salience donors (27.8 per cent). The three clusters of donors show some extent of differences in attitudes toward blood donation, lifestyles and preference for information acquisition.
Social implications
Through a better understanding of the donor segments, a more effective marketing communication strategy can be formulated. This can promote more blood donation by the first‐time and repeat blood donors and may save many more lives in a society.
Originality/value
The major advertising appeal for blood donation is altruistic in nature, particularly in Western countries. However, in other emerging countries such as China, some other appeals may be even more effective. Benefit appeal or health fitness appeal may be a better option in marketing communication strategy.
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Abstract
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Tripti Ghosh Sharma, Vishesh Srajan Tyagi, Laksh Sharma and Rupayan Banerjee
Social enterprise, Social entrepreneurship.
Abstract
Subject area
Social enterprise, Social entrepreneurship.
Study level/applicability
PGDM, PGDM Executive.
Case overview
The case is about the evolution of a unique social organization, BloodConnect, over its journey of four years. Initiated by two Indian Institute of Technology (IIT) Delhi students in 2010, the organization went on to be recognized for making leeway into the hitherto underserved need of blood security in India. The case describes BloodConnect's evolution with respect to different dimensions of blood shortages and the organization's acquisition of knowledge over the years. BloodConnect acted as a facilitator to bring multiple stakeholders, including potential donor segments, beneficiaries, hospitals, government and NGOs, on the same platform to collectively identify solutions, thereby increasing the ownership of each segment toward an issue of importance to the society. While the organization started gaining visibility and was on its way to making its operation structured, it desired to move beyond the confines of Delhi-NCR to raise the movement to the national level, but it was faced with challenges peppered with lack of resources, lack of funds, absence of a permanent leadership and complex dynamics between the multiple stakeholders. Donor dependency for funds and amateur management were the other major impediments for its sustenance. The case brings forth the major challenges threatening the very existence of the organization as it grappled to identify solutions that could provide revenue sustainability without dampening its mission of creating social value. The case is of relevance to social enterprises in the context of a developing nation as most of the low and middle income countries face similar challenges pertaining to blood security. It also brings forth the issues of survival, scalability and the concept of social value measurement. In what are the myriad hurdles faced by start-ups, the traditional metrics might not be enough while measuring the impact created by a social enterprise.
Expected learning outcomes
To develop an insight into the unique challenges faced by start-up social ventures and options available to them for growth and subsequent consolidation. To enhance the understanding of interrelationship between mission focus, scale of operations, revenue sustainability and social impact. To introduce students to the concept of social value measurement. The students would be able to appreciate the uniqueness of the metrics specific to a social venture.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
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Josefa D. Martín-Santana, María Katiuska Cabrera-Suárez and María de la Cruz Déniz-Déniz
This study aims to evaluate whether cultural market orientation (MO) of blood transfusion centres and services (BTCS) results in behaviours aimed at offering a suitable…
Abstract
Purpose
This study aims to evaluate whether cultural market orientation (MO) of blood transfusion centres and services (BTCS) results in behaviours aimed at offering a suitable service-experience to blood donors and if the relationship between cultural and behavioural MO is partially mediated by BTCS staff members’ organisational identification (OI). Also, it analyses whether certain employee characteristics, particularly their status of medical or non-medical staff, may affect their perceptions about MO (cultural and behavioural), OI and the relationship between these variables.
Design/methodology/approach
An online survey was conducted with senior management staff and chiefs of Spanish BTCS, as well as blood collection staff – physicians, nurses and promoters – (147 participants).
Findings
Spanish BTCS has a strong belief in the importance of donors as key stakeholders in the donation system, although cultural MO does not turn into behaviours with the same strength. The results also show that there is a direct effect between cultural and behavioural MO, as well as a mediator effect of OI in this relationship.
Research limitations/implications
This study demonstrates that OI is a relevant internal marketing construct with a high potential explanatory power of customer orientation.
Practical implications
This study offers a validated tool to assess and monitor BTCS’ donor orientation and recommends that BTCS’ design effective marketing intelligence systems.
Social implications
This research contributes to social welfare by helping to explain how the organisational culture of BTCS and their employees’ perceptions and behaviours might help to enhance donor orientation, which would guarantee continual blood collection. This might be useful in the context of negative evolution of blood donation levels in many countries.
Originality/value
This research puts the focus on the role of the BTCS’s employees to understand the process by which a donor orientation culture would translate into market-oriented behaviours aimed to reach blood donor satisfaction, to guarantee a constant, growing blood donor pool. In this translation process, the organisational climate seems to play a fundamental role through one of its main variables, i.e. organisational identification.
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Pramon Viwattanakulvanid and Aye Chan Oo
Blood donation knowledge of healthy young students is crucial to donate blood voluntarily and regularly in long-term. This study aimed to determine the influencing factors on the…
Abstract
Purpose
Blood donation knowledge of healthy young students is crucial to donate blood voluntarily and regularly in long-term. This study aimed to determine the influencing factors on the blood donation knowledge, to identify gaps of blood donation knowledge and reasons for not donating blood among university and college students in Yangon, Myanmar.
Design/methodology/approach
Cross-section survey (May 2019) was conducted in students of Yangon Technological University (YTU) and National Management Degree College (NMDC) with the use of quota and convenience sampling method. The questionnaires covered sociodemographic characteristics, blood donation knowledge and reasons for not donating blood.
Findings
Total 320 students (129 males and 191 females) with age of 18 to 23 years old participated. Previous blood donation had statistically significant influence on blood donation knowledge scores (ß = 0.396, p < 0.001). Gaps of knowledge between nondonors and blood donors were recorded, especially in universal recipient blood groups, Rh blood groups, blood donation interval, eligibility criteria, transfusion-transmitted infections (TTIs), amount of blood removed in donation, benefits of blood donations and misbelief of infections from blood donation. Top three reasons for not donating blood among nondonors were (1) no opportunity, (2) fear to donate and (3) still underage to donate.
Originality/value
Blood donations programs should extend awareness-raising programs in academic society and population at large. Raising awareness should focus on the knowledge gaps such as donor eligibility, interval of blood donations, TTIs and benefits of donating blood to recipients.
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Hadiya Faheem and Sanjib Dutta
LifeBank is primarily focused on tackling the challenge of maternal mortality in Nigeria and other African countries by providing women access to blood, thereby tackling the…
Abstract
Social implications
LifeBank is primarily focused on tackling the challenge of maternal mortality in Nigeria and other African countries by providing women access to blood, thereby tackling the challenge of gender inequality. The company employed both men and women at its workplace providing equal opportunities for men and women.
Learning outcomes
Discuss how women entrepreneurs are solving social problems in developing countries using technology and innovation.
Analyze the challenges faced by women entrepreneurs in getting the right human capital, raising funds and managing growth for their social business.
Case overview/synopsis
The case discusses how social entrepreneur Temie Giwa-Tubosun (Temie) founded LifeBank, a medical distribution company, to provide access to blood, medical oxygen and vaccines to hospitals in Nigeria. The company used technology to provide information to health providers about which blood bank stored the blood type they needed and delivered it quickly and safely to help save lives.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 3: Entrepreneurship.
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Blood banking involves the collection of blood from donors and the storage of that blood until it is required for transfusion. It is usual to distinguish, in a blood banking…
Abstract
Blood banking involves the collection of blood from donors and the storage of that blood until it is required for transfusion. It is usual to distinguish, in a blood banking system, between central blood banks whose functions are primarily those of collection and distribution, and hospital blood banks which perform the process of cross‐matching. In order to ensure that the donor's blood will be compatible with that of the recipient, blood is cross‐matched by mixing a sample of the recipient's blood with a sample of stored blood of the same group and subjecting the mixture to certain tests.
Abstract
Purpose
The purpose of this paper is to link subjective data obtained from a questionnaire survey with blood donation behavioral data, constructs a conceptual model of the factors that influence repeated blood donation behavior, and explores the mechanisms and degrees of influence of the value and cost elements of blood donors on repeated blood donation behavior.
Design/methodology/approach
First, this study constructs a conceptual model of the factors that affect repeated blood donation based on delivered value theory. Second, this paper is driven by subjective data obtained from a questionnaire and big data on blood donation behavior; the use of multisource data can help us understand repeated blood donation behavior from a broader perspective. Through data association and systematic research, it is possible to accurately explore the mechanisms through which various factors affect repeated blood donation behavior.
Findings
The results show that among the value elements, personnel value (PV), image value and blood donation value affect blood donation behavior in decreasing order. The change in PV per unit directly caused a 0.471-unit change in satisfaction, which indirectly caused a 0.098-unit change in donation behavior. Among the cost elements of blood donors, only the impact of time cost (TC) on repeated blood donation behavior was significant, and a change of one unit in TC caused a change in repeated blood donation behavior of −0.035 units. In addition, this paper groups subjects according to gender, education and age and explores the differences in the value and cost factors of different groups. Finally, based on the research results, the authors propose corresponding policy recommendations.
Originality/value
First, the authors expand the application field of the delivered value theory, and provide a new perspective for studying repeated blood donation. Second, through questionnaire data and blood donation behavior data, the authors comprehensively explore the factors that influence repeated blood donation behavior.
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Abstract
Purpose
Although blood banks have recently started to recruit blood donors through social media platforms, including WeChat, to increase recruitment effectiveness, few researchers have studied their effects on blood donation behavior. The aim of this study is to examine the influence of using official WeChat accounts on repeat blood donation behavior.
Design/methodology/approach
This paper used the backstage operation data of official WeChat accounts and blood supply chain management system data from the blood bank for the study to analyze the changes in repeat blood donation behavior. First, to analyze the changes in the average frequency of blood donation per year, average volume of single blood donation and blood eligible rate of repeat blood donors before and after following the official WeChat accounts by difference-in-differences model combined with propensity score matching (PSM-DID). Second, we examined the impact of official WeChat accounts on the proportion of repeat blood donors through survival analysis.
Findings
The results show that following WeChat accounts increases the average frequency of blood donation and blood eligible rate of repeat blood donors by 14.36% and 1.19%, respectively, and have no significant effect on the average volume of single blood donation. Further, WeChat accounts have a more significant impact on the average frequency of blood donations per year for workers, farmers, medical staff and groups with education levels of junior high school. In addition, official WeChat accounts can effectively increase the proportion of repeat donors.
Originality/value
The results provide a quantitative basis for the influence of official WeChat accounts on repeat blood donation behaviors. On the one hand, it is of great significance to guide the publicity and recruitment of unpaid blood banks. On the other hand, it provides an evidence for the promotion of official WeChat accounts.
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