Marketing and public policy: Transformative research in developing markets

Developing markets are a challenge for researchers who study them and for governments, business leaders, and citizens who strive to improve the quality of life in them. The limitations of the dominant development paradigm coupled with the need to focus on consumers provide tremendous opportunities to engage in truly transformative research. Toward this outcome, several interactive forces must be understood and addressed during research design, management, and implementation. The purpose of this essay is to provide a synthesis-that is, a framework in the form of a conceptual model-with practical applications to transformative research in developing markets and, ultimately, with the broader objective to stimulate new conceptualizations, research, and best practices to transform consumer well-being. © 2012, American Marketing Association

Authenticity and Product Geography in the Making of the Agritourism Destination

Agritourism is emerging as a common solution to sustain agriculture-based communities bereft of economic viability. Drawing from the intersecting literature of product country-of-origin and destination branding, we use a case study to show how agritourism in Messinia, Greece, creates and houses a multitude of meanings suitable for tourism consumption. The study highlights the challenge for the destination to sustainably convey experiential authenticity and interpreting its role in a greater product geography to sustain that capability. The agritourism destination must develop consistency in addressing the multitude of meanings it embeds while simultaneously addressing its stakeholders' divergent needs

Corporate social responsibility: an empirical investigation of U.S. organizations

Organizations that believe they should give something back to the society have embraced the concept of corporate social responsibility (CSR). Although the theoretical underpinnings of CSR have been frequently debated, empirical studies often involve only limited aspects, implying that theory may not be congruent with actual practices and may impede understanding and further development of CSR. The authors investigate actual CSR practices related to five different stakeholder groups, develop an instrument to measure those CSR practices, and apply it to a survey of 401 U.S. organizations. Four different clusters of organizations emerge, depending on the CSR practice focus. The distinctive features of each cluster relate to organizational demographics, perceived influence of stakeholders, managers perceptions of the influence of CSR on performance, and organizational performance

Consumers Avoid Buying From Firms With Higher CEO-to-Worker Pay Ratios

We document a novel driver of consumer behavior: pay ratio disclosure. Swiss corporation performance data gathered during a legally mandated pay ratio referendum reveals that salient high pay ratios are associated with decreased firm sales (Pilot Study). An incentive-compatible field experiment shows that, when ratios are revealed, consumers avoid firms with high ratios relative to competitors (Study 1). Finally, the effect of high pay ratios also depends on consumers’ political ideology: Democrats and Independents show decreased purchase intentions for products sold by firms with high ratios, whereas Republicans are unaffected (Study 2)