Joint Marketing Research Articles

Networks of recyclable material waste-picker’s cooperatives: An alternative for the solid waste management in the city of Rio de Janeiro

The objective of this study is to discuss the role of networks formed of waste-picker cooperatives in ameliorating problems of final disposal of solid waste in the city of Rio de Janeiro, since the city’s main landfill will soon have to close because of exhausted capacity. However, it is estimated that in the city of Rio de Janeiro there are around five thousand waste-pickers working in poor conditions, with lack of physical infrastructure and training, but contributing significantly by diverting solid waste from landfills. According to the Sustainable Development Indicators (IBGE, 2010a,b) in Brazil, recycling rates hover between 45% and 55%. In the municipality of Rio de Janeiro, only 1% of the waste produced is collected selectively by the government (COMLURB, 2010), demonstrating that recycling is mainly performed by waste-pickers. Furthermore, since the recycling market is an oligopsony that requires economies of scale to negotiate directly with industries, the idea of working in networks of cooperatives meets the demands for joint marketing of recyclable materials. Thus, this work presents a method for creating and structuring a network of recycling cooperatives, with prior training for working in networks, so that the expected synergies and joint efforts can lead to concrete results. We intend to demonstrate that it is first essential to strengthen the waste-pickers’ cooperatives in terms of infrastructure, governance and training so that solid waste management can be environmentally, socially and economically sustainable in the city of Rio de Janeiro.

Investigating the interaction between organic and local foods in the Mediterranean: The Lebanese organic consumer’s perspective

Organic products often interact with local/traditional food; this relationship is particularly relevant for many Mediterranean countries and could play an important role in contrasting the conventionalisation of organic agriculture and differentiating organic products in an increasingly competitive global market. The goal of this study was to investigate the interaction between organic and local/traditional food in Lebanon from the perspective of an organic consumer. The attitude toward both their present interaction and possible developments were investigated. Interviews with 146 consumers were conducted at the farmers market and specialised shops in Beirut, where organic and local/traditional foods (baladi) are sold. The data collected from the questionnaires were analysed using descriptive and inferential statistical analysis (structural equation model, t-test and ANOVA). The results show that the integration of organic and baladi foods seemed to be accepted largely as a future perspective; recent food scandals made baladi foods less reliable, which has negatively affected the contemporary organic consumer’s attitude toward the relationship between baladi and organic products. The only statistically significant results emerged when this facet of consumer responses was analysed. Younger and wealthier organic food consumers, prone to integrate the more appealing gastronomic characteristics of local/traditional foods in their diet (foodies), seemed relatively more accepting of a joint marketing of organic and baladi foods. The farmers market seemed to play a central role in supporting a positive interaction between organic and baladi foods.

HASEMI, Takahiro, Postwar Japan's Wheat Policy and the Agricultural Joint Selling Association for Wheat and Barley "Was Another Way Possible?"

HASEMI, Takahiro, Postwar Japan's Wheat Policy and the Agricultural Joint Selling Association for Wheat and Barley "Was Another Way Possible?"

Commercial Space Tourism and Space Weather: An Update

Commercial Space Tourism and Space Weather: An Update

Export Marketing Arrangements in Four New Zealand Agriculture Industries: An Institutional Perspective

The article examines the effectiveness of export marketing arrangements in 4 of New Zealand's agricultural industries within an institutional perspective. The coordination tasks and economic return from the export were investigated in each industry. Safeguarding problems within a deregulated marketing arrangement might explain reluctance to engage in joint marketing efforts. The gain from setting up new arrangements that foster profitability must be perceived as larger than the setup costs and perceived future costs of mounting down existing arrangements. A framework for design of export marketing arrangements in agriculture industries is proposed. Suggestions for future research are outlined.

Unggas Organik : Peternakan Ayam Masa Depan

In response to the failure of the Green Revolution which led to leveling off land productivity, damage the environment, and income of farmers who did not turn up, then introduction the sustainable agriculture development, namely how to manage farms to maintain long-term stability of ecology, biodiversity and improving local wisdom through integrated farming, biotechnology, holistic management, organic farming, animal husbandry based on the principles of animal welfare, food safety and other organics. The insistence of global issues concerning animal walfare, back to nature, low fat, low cholesterol, presence of residual effects, antibiotics, hormones and other additives in food, can direct our movement towards organic poultry, especially with the utilization of native chicken, because potential indigenous chicken and maintenance system is suitable for conversion into the provision of organic chicken production in accordance to environmental sustainability without using feed ingredients which are modified gene. Facing the era of organic poultry, local chicken can be relied upon by Indonesia in the future because it has many advantages; great potential and wide spread among the farmers, have the power of adaptation to local environments is high, tolerant of low quality feed, more tolerant to disease, however; productivity is still low, there is no adequate system poultry breeding. Through an integrated farming organic poultry feed ingredients in the environment can take advantage of farmers, non-conventional waste; earthworms, slugs, snails, waste oil, cattle (rumen contents), forestry, and other nutritious enough. Required number of strategies for the development of local and broiler chickens on a small scale as organic poultry in the future, namely; immediately apply Permentan No. 49/2006 regarding poultry breeding, empowerment of farmers will add value compared to traditional organic poultry, lack of regulation and control of organic poultry, there is need for an organic chicken farmer associations as container consultancy, mentoring, education, technological innovation, joint marketing, and protecting the interests of members , as well as empowerment and awareness by consumers willing to pay more to the advantage of organic chicken.

Journalism as Health Education: Media Coverage of a Nonbranded Pharma Web Site

As healthcare consumers increasingly use the Internet as a source for health information, direct-to-consumer (DTC) prescription drug advertising online merits additional attention. The purpose of this research was to investigate media coverage of the joint marketing program linking the movie Happy Feet and the nonbranded disease education Web site FluFacts-a resource from Tamiflu flu treatment manufacturer Roche Laboratories Inc. Twenty-nine articles (n = 29) were found covering the Happy Feet-FluFacts marketing campaign. A coding guide was developed to assess elements of the articles, including those common in the sample and information that ideally would be included in these articles. Two coders independently coded the articles, achieving intercoder agreement of κ = 0.98 before resolving disagreements to arrive at a final dataset. The majority of articles reported that Roche operated FluFacts (51.7%) and mentioned the product Tamiflu (58.6%). Almost half (48.3%) reported FluFacts was an educational resource; yet, no articles mentioned other antiviral medications or nonmedical options for preventing the flu. Almost a quarter of the articles (24.1%) provided a call to action-telling readers to visit FluFacts or providing a link for them to do so. Findings suggest that journalists' coverage of this novel campaign-likely one of the goals of the campaign-helped spread the message of the Happy Feet-FluFacts relationship, often omitting other useful health information. Additional research is needed to better understand online DTC campaigns and how consumers react to these campaigns and resulting media coverage and to inform the policymakers' decisions regarding DTC advertising online.

Redes de cooperação no varejo: um estudo teórico-empírico em centrais de negócios supermercadistas no estado de São Paulo

The new molds of competitiveness have suggested that the attentions should be focused on an efficient management of the supply chain in the supermarket departments, starting from the producer until the end user of the products, reducing the operational costs. It is known that the elimination of some intermediation stages into the distribution channels can represent to the small and medium retailers an important competitive advantage, with the elimination of the additional costs charged by the intermediaries. The objective of this study is to identify if the participation in cooperation networks provides to the small supermarkets access to buy directly from the industries, and also show what benefits are obtained in these negotiations. The bibliographic research was the base to define the methodology of this paper that was realized through an observational study realized with nineteen Supermarket Business Centers in the state of São Paulo. For data collection, it was prepared a questionnaire with specific questions. After the data collection and tab, it was used some quantitative techniques of data analysis through the SAS system. The study shows the migration of a quote of the purchase from the channel wholesaler to the industry, providing cost reductions and negotiations of joint marketing activities for the partners. Key words: cooperation networks, distribution channels, retail.

Mahogany and Kadam Planting Farmers in South Kalimantan: The Link Between Silvicultural Activity and Stand Quality

This paper examines the relationship between farmers’ socio-economic characteristics, silvicultural activity and the quality of their mahogany and kadam plantation stands in two independent case study villages in South Kalimantan Province, Indonesia. Data on farmers’ socio-economic characteristics and silvicultural practices were collected and analysed by village using descriptive statistics, Mann–Whitney tests and Spearman correlations. Mahogany planters with larger areas planted carried out more silvicultural practices. Kadam planters who had joined the farmer’s group earliest, had favourable or highly favourable attitudes towards tree planting, and whose households included more members gaining income were more active in silvicultural management. Approximately half of the studied mahogany and kadam plantations were of high quality. Most of the farmers conducted the recommended silvicultural practices, but just conducting them did not of itself cause the variation in the quality of stands. Pruning timing and recovery time after pruning, however, had an effect on the volume of potentially merchantable wood on medium quality mahogany sites. Further research is required on timing, frequency and methods used for the silviculture in order to improve the quality of stands. The policy implications drawn from this research include that farmers need to be provided with: (a) incentives to plant species with identified markets with reasonable price; (b) motivated extension officers; (c) improved access to production inputs; and (d) structures and mechanisms to assist them to organize and to develop activities, such as joint marketing.

Concordia pro visu: initiative, purpose and developments

Abstract Purpose To present the idea behind the Concordia collaboration, a joint portal for European education in ophthalmology, for those who want to promote European ophthalmology. Methods Personal remembrances. Results The field of European ophthalmology has been characterised by proliferation of new societies and congresses ever since its birth, perhaps more than that of is counterparts over the world. In an effort of strengthening Europe as a center for education and research in ophthalmology, the idea was born to bring together major societies that cover all ophthalmologial subspecialties and the whole of Europe, especially in the field of education, so as to increase collaboration and to avoid duplicating efforts and wasting resources. To avoid creating yet another society, a virtual portal, Concordia pro visu, was designed as a common entry site into European education in ophthalmology. This page now replaces the previous home pages of European Board of Ophthalmology (EBO), European Society of Ophthalmology (SOE) and European University Professors in Ophthalmology (EUPO), the Concordia partners, and is closely linked with the EVER home page, its scientific partner. From the virtual portal, the Concordia collaboration has expanded to joint symposia and joint marketing and publicity of European ophthalmology in international and national congresses. The idea behind Concordia ‐ working together for the benefit of vision ‐ has proved viable indeed. Conclusion Collaboration and convergence are necessary to paragon European ophthalmology in face of natural divergence induced e.g. by increasing subspecialisation.

A Study on Operation Activation Plan for Agri-food Joint Marketing of Mountains Area

A Study on Operation Activation Plan for Agri-food Joint Marketing of Mountains Area

Airline alliances

PurposeThe purpose of this paper is to present global airline alliances from a complementary and original angle to the existing works: “specific social networks”. “Social” as it is an inter‐organisational network through business relations between airline companies and “specific” as these are formal relations of contractual types (joint marketing, code sharing agreements, etc.).Design/methodology/approachIt is an empirical study, about cooperation agreements between global regular airlines, over a time period of six years from Airline Business Review database. The graph theory is used to measure social network and graphics representation for illustrations.FindingsThe results show that there is a real process of social embeddedness correlated to the airline alliances members' experiences. Their structuring as networks varies in time following a life cycle and their specific morphologies affect their performance.Practical implicationsThe paper proposes numerous measures to approach the structure of airline alliances and graphics representations to illustrate networks.Originality/valueThe paper draws a synthesis from the morphology and morphogenesis of airline alliances, proposing thereby some of their structural properties which have an impact on their competitiveness.

Social networks and marketing cooperation in entrepreneurial clusters: An international comparative study

This research examines factors that influence the development of marketing cooperation among cluster-based firms in different regions in the world. Theorists have consistently demonstrated the role and importance of economic externalities, such as knowledge spillovers, within industrial clusters. Less research attention has been paid to the investigation of marketing-based externalities, though it has been suggested that these may also accrue from geographical agglomeration. The study focus is on the development of joint marketing activities between firms operating in a single industry sector, located in close proximity. The results suggest that social networking is important in facilitating inter-firm cooperation in marketing activities. The study also explores whether the levels of inter-firm cooperation differs between countries with distinctly different levels of social collectivism. Interestingly, this study finds few significant differences in marketing cooperation among cluster-based firms from Scotland and Chile.

Redes Horizontais de Cooperação Contribuindo para o Processo de Inovação em Micro e Pequenas Empresas Brasileiras

With the increasing competitiveness and the expansion of new technologies in the current scenario, especially the microelectronic-based, businesses tend to exchange more information and organize themselves in networks. Among these business networks, cooperative horizontal networks in micro and small businesses are outstanding. Considering the increasing importance of this issue during the last decades, the main objective of this paper is discussing the innovation in interorganizational horizontal networks. A theoretical-conceptual bibliographic review was first developed for such purpose, as an exploratory research. From such initial research, a framework was proposed containing the fundamental elements and the innovation process dimensions in cooperative networks, i. e., innovation ideas, people, context, transactions (relationships), new technological opportunities, innovation actions and results. After the literature review, a qualitative research instrument was developed and applied to a multiple study case, also with an exploratory approach. The main results obtained from this field research on the investigated networks show that the main innovation is the exchange of information among the agents, where ideas emerge and experience exchange is verified. The main innovations generated by the researched networks are new purchase systems, and joint marketing, because of cost reduction, and a larger bargain power as to the suppliers

Conflict-coordination learning in marketing channel relationships: The distributor view

Although a fairly large body of literature exists on channel conflict management, little research has been done from an interorganizational conflict-learning perspective. This study explores how channel members can use conflict-coordination learning (CCL), as a conflict resolution mechanism, which leads to improved capabilities, which in turn can enhance co-created value in marketing channel relationships from a distributor point of view. Drawing on both a resource-based view of the firm, an absorptive capacity perspective, and an interorganizational learning approach, we propose that conflict values (positive conflict attitudes and avoidance of conflict behaviors) can be viewed as firm resources that directly influence CCL, which in turn can enhance co-created value (joint marketing strategy quality and joint profit performance). To explore these issues, we developed and tested our hypotheses with data from 101 distributors within the food industry in Taiwan. As predicted, we find that positive conflict attitudes are positively related to CCL, and that avoidance of conflict behaviors is negatively related to CCL. Furthermore, the results indicate that joint marketing strategy quality mediates the relationship between CCL and joint profit performance. Specifically, under high positive conflict attitudes, CCL strongly appears related to joint marketing strategy quality.

Effect of Supply Reliability in a Retail Setting with Joint Marketing and Inventory Decisions

This paper studies the impact of supply reliability on a retail firm's performance under joint marketing and inventory decisions. The firm sells a product in a single selling season and can exert marketing effort to influence consumer demand. We develop a modeling framework to quantify the value of improving supply reliability and investigate how this value depends on different model parameters. Our results provide useful insights into how firms should make investment decisions on adopting new technologies to improve supply reliability. First, we establish a necessary and sufficient condition under which the maximum unit cost a firm is willing to pay to improve supply reliability increases in product price. We further show that this condition would hold in most practical situations. Thus, with some caveats, our result supports the intuition that a firm is willing to pay more to improve supply reliability for products with a higher price. Next, we show that for two products with the same price, a firm is willing to pay more to improve supply reliability for the product with a higher product cost. This implies that it is not necessarily true that emerging technologies for improving supply reliability should be first adopted for products with the highest unit contribution margin. Finally, we show that a product with a lower marketing cost function always benefits more from improved supply reliability than a product with a higher marketing cost function. This finding suggests that the priority of adopting new technologies should be given to situations where the firm can effectively induce greater demand through promotional effort.

Governance structure choice in strategic alliances

PurposeStrategic alliances have a variety of governance structures that can be broadly classified as joint ventures, minority equity alliances, and contractual alliances. This paper seeks to empirically examine the roles of four key determinants of governance structure choice, namely, joint R&D and joint marketing objectives, alliance management experience, and international partners.Design/methodology/approachSeveral hypotheses are developed regarding governance structure choice and are tested with data from 765 alliances. A multinomial logistic regression (logit) model is used for statistical analysis, with five control variables.FindingsAll hypotheses are supported, so that the roles of alliance objectives, alliance management experience, and international partners are demonstrated as being significant as determinants of governance structure choice in alliances.Research limitations/implicationsLimitations stem from the data being from a single source, one that also relies on press announcements that may be biased toward larger alliances.Practical implicationsBriefly, alliance managers should find it useful to assess the relative presence of the four determinants of structural choice studied in this investigation in order to make an informed selection of the appropriate governance structure.Originality/valueThe study contributes to the knowledge of the key determinants of governance structure choice in strategic alliances by examining empirically, with a large sample of alliances from various industries, the significant roles of four factors, namely, joint R&D and joint marketing objectives, alliance management experience, and international partners.

The Effect of Supply Reliability in a Retail Setting with Joint Marketing and Inventory Decisions

This paper studies the impact of supply reliability on a retail firm's performance under joint marketing and inventory decisions. The firm sells a product in a single selling season and can exert marketing effort to influence consumer demand. We develop a modeling framework to quantify the value of improving supply reliability and investigate how this value depends on different model parameters. The results in this paper provide useful insights into how firms should make investment decisions on new technologies to improve supply reliability. First, we establish a necessary and sufficient condition under which the maximum unit cost a firm is willing to pay to improve supply reliability increases in product price. It has been found that this condition would hold in most practical situations. Thus, with some caveats, our result supports the intuition that a firm is willing to pay more to improve supply reliability for products with a higher price. Next we show that with the same product price, a firm is willing to pay more to improve supply reliability for products with a higher product cost. This implies that it is not necessarily true that emerging technologies for improving supply reliability should be first adopted for products with the highest unit contribution margin. Finally, we show that a product with a lower marketing cost function always benefits more than a product with a higher marketing cost function. This finding suggests that the priority of adopting new technologies should be given to situations where the firm can effectively induce greater demand through promotional effort.

Clusters, social networks and marketing collaboration in small firms: exploratory evidence from Chile and Scotland

This research studies the factors that influence the development of marketing externalities among cluster based small firms. Theorists have consistently demonstrated the role and importance of economic externalities. Less research attention has been paid to the investigation of marketing-based externalities, though it has been suggested that these may also accrue from geographical agglomeration. This study explores the development of joint marketing activities and alliances between small firms operating in the salmon farming industry in Chile and Scotland. The results suggest that social networking has a greater influence than geographic proximity in facilitating interfirm cooperation in marketing activities. The study also found that few differences could be attributed to a prevailing national culture; however, specific regional economies within countries may have specific characteristics that affect cooperative behaviour and which may differ from those found within the country's general context.

Making GMES better known: Challenges and opportunities

Abstract Europe's ambitious GMES programme is not sufficiently known among the public and also requires constant promotion to end-users if it is to be assured the requisite long-term funding. While many national publicity efforts (workshops, print and audiovisual material, awards, exhibitions) have been conducted, there is a need for concerted joint marketing and efficient communication of GMES vis-a-vis both the public and decision makers in the numerous policy areas that will benefit from its services. In particular, its security aspects need greater emphasis. Examples of the type of communication efforts required are given.