CSR in the USA: A Historic Perspective on the Interplay Between Ideological, Political, and Economic Forces
This chapter provides an understanding of the contemporary role of CSR in the USA. To this end, a... more This chapter provides an understanding of the contemporary role of CSR in the USA. To this end, an overview of the historic interplay between ideological, political, and economic forces related to the development of CSR is given, and the role of the four dominant ideologies, paternalism, trusteeship, new deal, and neoliberalism is discussed.
Due to the globalization of markets and businesses, an everincreasing number of marketers have to... more Due to the globalization of markets and businesses, an everincreasing number of marketers have to deal with ethical issues in cross-cultural settings. This article extends the macromarketing ethics literature by describing the need and search for normative ethics in global markets, reviewing conventional frameworks for ethical analysis and decision making in international settings, and introducing a communicative approach for purposes of framing ethical decisions without the assumption of core values as the ultimate reference point of ethical analysis. Using illustrative examples, potential implications and applications of the suggested communicative approach are provided by juxtaposing it to conventional frameworks.
Knowledge of Software Piracy as an Antecedent to Reducing Pirating Behavior
Journal of Computer Information Systems, 2009
We set out to answer the question: Can legislative and educational outreach programs reduce the l... more We set out to answer the question: Can legislative and educational outreach programs reduce the level of software piracy? Based on the Theory of Planned Behavior, we hypothesize that knowledge of software piracy promoted by these campaigns will lead to increased awareness of the legal consequences of engaging in software piracy and the likelihood of being punished. These two constructs, in turn, will impact on one's attitude towards software piracy, and hence, on the level of one's pirating behavior. We test the model using a sample of U.S. business students and find strong support for the model, with an understanding of the number of jobs lost due to software piracy being the dominant factor. This suggests that decision makers in the software industry need to refocus educational outreach programs from stressing the illegality of copyright infringement to emphasizing the social consequences of such behavior.
Direct-to-Consumer Genetic Testing and Its Marketing: Emergent Ethical and Public Policy Implications
Journal of Business Ethics, 2020
This paper provides a marketing ethics analysis that addresses the practice of selling genetic te... more This paper provides a marketing ethics analysis that addresses the practice of selling genetic tests (GT) directly to the consumer (DTC). It details the complexity of this emergent sector by articulating the panoply of evolving ethical/social questions raised by this development. It advances the conversation about DTC genetic testing by reviewing the business and healthcare literature concerning this topic and by laying out the inherent ethical complications for consumers, marketers, and regulators. It also points to several possible public and company policy adjustments. Because this area is relatively new and incredibly dynamic, its current discussion is necessarily an exercise in the “logic of discovery” rather than the “protocol of validation”. The paper serves as a primer for the types of GT being promoted. It also calls for a public discourse in the academic and general community to uncover and define the ethical guidelines and systemic adjustments necessary to create fairness in the various DTC transactions occurring between genetic test sellers and the buyers/clients of their services.
Informed by a search of the literature about the usage of genetic testing information (GTI) by in... more Informed by a search of the literature about the usage of genetic testing information (GTI) by insurance companies, this paper presents a practical ethical analysis of several distinct public policy options that might be used to govern or constrain GTI usage by insurance providers. As medical research advances and the extension to the Human Genome Project (2016, https://en.wikipedia.org/ wiki/Human_Genome_Project_-_Write) moves to its fullness over the next decade, such research efforts will allow the full synthesis of human DNA to be connected to predictive health dispositions. As testing costs fall, there will be ever more pressure for citizens to disclose GTI. Genetic testing information is integral to future medical care because it can be used to better assess individually tailored medical therapies as well as to allow a more informed risk analysis by the insurance industry, which in some countries such as the USA underwrites a majority of citizen medical expenses. As discussed in this examination, the revelation of people's uniquely personal GTI to insurers has enormous societal implications. The major contribution of the paper is to offer policy makers and concerned citizens a nuanced articulation of the basic options to regulate GTI, with a special consideration for ethical fairness and equity. As genetic-based medicine blossoms and pressures to reduce healthcare costs increase, there will be an ever greater impetus for countries to revisit their genetic testing policies. Organizations and policy makers striving to create GTI oversights perceived to be both ''fair and effective'' need to be aware of the ethical perspectives discussed in this paper.
Journal of Current Issues & Research in Advertising, 2016
Online behavioral targeting (OBT), which allows advertisers to deliver relevant messages to consu... more Online behavioral targeting (OBT), which allows advertisers to deliver relevant messages to consumers by basing those messages on an analysis of consumers' online behavior, has become a widespread, mainstream marketing practice. While this new targeting technique comes with distinct advantages for advertisers and consumers alike, it also raises privacy concerns and exposes marketers to a myriad of potential legal pitfalls. Still, the legal risks of OBT arising from private law have not been adequately discussed in the mainstream marketing literature. The purpose of this article is to expand upon this gap in the literature. Specifically, this article attempts to (1) to provide an overview of the state of the art of OBT, (2) to explain the relevant current and evolving laws and regulations with a particular emphasis on private law, (3) analyze the significance of these private laws for marketers, and finally (4) discuss some recommendations for online advertisers. Evolving telecommunication technology and new opportunities for advertisers Dramatic advances in communication technology over the last decade have ushered in new opportunities for advertisers. With the decline of print media and network television, the rules of the game of advertising are changing. As more and more consumers turn daily to modern telecommunication technology, advertisers are following. While traditional advertising revenues in the United States were shrinking, online advertising revenues increased by 15 percent to upward of $40 billion in 2013 (eMarketer 2013; Magna Global Advertising Forecasts 2013). With a growth rate of more than 140 percent, mobile advertising achieved revenues in the United States of $3 billion in the first half of 2013. The significant growth rate of mobile advertising reflects the profound shift in how consumers are viewing media as they access their mobile devices wherever they go (IAB 2013). Nike's spending on TV and print advertising in the United States serves as a fitting example. It has dropped by 40 percent in just the last three years, even as its total marketing budget has steadily climbed to more than $2.4 billion (Cendrowski 2012). The new media allow companies to connect with customers through a customized two-way communication-or in the words of Mark Parker, the CEO of Nike: "Connecting used to be 'Here's some product and here's some advertising. We hope you like it. ' Connecting today is a dialogue" (Cendrowski 2012, 2). The new media possess superior characteristics over the old. New media not only enable advertisers to communicate directly with their customers on a one-on-one basis, but also allow for the collection of almost unlimited amounts of personal, individualized data. Every online move a consumer makes, any search, any browsing, and any purchase can potentially be tracked down and analyzed by marketers.
Online Advertising and Marketing: Personal Jurisdiction and Its Potential Implications
Journal of Current Issues & Research in Advertising, 2012
ABSTRACT Modern telecommunication technology ushered in an era of unprecedented growth of innovat... more ABSTRACT Modern telecommunication technology ushered in an era of unprecedented growth of innovative advertising vehicles with increasingly global reach. The online advertising industry grew more than 10-fold in the last decade. However, due to their virtually unlimited reach, online advertising and marketing are vulnerable to lawsuits with parties based in other states or countries. This article presents a discussion and interpretation of the latest legal developments of the law of personal jurisdiction and its impact on online advertisers, as well as some recommendations that might help advertisers to assess and mitigate their risk of being sued in another jurisdiction.
Legal and Ethical Challenges of Online Behavioral Targeting in Advertising
Journal of Current Issues & Research in Advertising, 2014
ABSTRACT Online behavioral targeting (OBT), the tracking of a consumer's online activitie... more ABSTRACT Online behavioral targeting (OBT), the tracking of a consumer's online activities in order to develop a behavioral profile of the consumer, is a rapidly growing technique that enables advertisers to deliver relevant messages. While OBT provides many advantages to shoppers and advertisers alike, the practice has the technological potential to violate consumers’ privacy rights to a dangerous and unprecedented degree. Still, OBT is poorly understood by most consumers, is often nontransparent and deceptive, and in many cases does not even provide a reasonable chance to opt out. Due to OBT's relative newness, few laws, regulations, and policies, as well as in-depth ethical analyses of the practice, exist. Actions by the Federal Trade Commission (FTC), however, provide a notable exception. In a series of reports, in particular since 2009, the agency has engaged in dialogs with various stakeholders about OBT and the dangers it poses to consumers. Its efforts have also included legal enforcement activities. Within the context of these developments our article presents the evolution of the broader legal environment, including an ethical analysis of the FTC's efforts. Our objective is to shed light on the issue from a normative perspective and to assist online advertisers as well as regulators searching for guidelines and policies on how to use OBT in a responsible manner.
Wenn zwei oder mehr Personen oder Personengruppen unterschiedliche Ziele verfolgen, die gleiche a... more Wenn zwei oder mehr Personen oder Personengruppen unterschiedliche Ziele verfolgen, die gleiche aber knappe Ressource anstreben, oder unterschiedliche Wert-, Norm- und Glaubensvorstellungen haben, dann kann die Beziehung zwischen diesen Personen inkompatibel und inkonsistent und in Folge zum Konflikt werden. „A conflict exists whenever incompatible activities occur.“1 Konflikte von Managern und Mitarbeitern innerhalb eines Unternehmens wie auch Konflikte des Unternehmens mit Stakeholdern auserhalb des Unternehmens sind haufig als Bestandteil, Folge oder sogar als Ursache von Unternehmenskrisen im allgemeinen und Ad-hoc-Krisen im speziellen zu beobachten. Konfliktmanagement kann daher potenziell einen Beitrag zur Uberwindung von Unternehmenskrisen leisten.
Internal Marketing, Nurse Loyalty and Relationship Marketing
Health Marketing Quarterly, 2004
Nurse loyalty and retention are critical issues facing the healthcare industry. A lack of continu... more Nurse loyalty and retention are critical issues facing the healthcare industry. A lack of continuity in the nursing staff compromises the quality of the care, results in significant costs, and leads to patient concerns about the viability of the healthcare facility. Conversely, a motivated and committed nursing staff creates a solid foundation for implementing initiatives for the improvement of healthcare quality. This article employs the "Relationship Marketing Paradigm" as a framework to understand and enhance nurse loyalty through internal marketing efforts. The results indicate that financial, social and structural bonds have significant, albeit different, impacts on nurse loyalty. Managerial implications and future research directions are discussed.
Journal of Current Issues & Research in Advertising, 2012
ABSTRACT Modern telecommunication technology ushered in an era of unprecedented growth of innovat... more ABSTRACT Modern telecommunication technology ushered in an era of unprecedented growth of innovative advertising vehicles with increasingly global reach. The online advertising industry grew more than 10-fold in the last decade. However, due to their virtually unlimited reach, online advertising and marketing are vulnerable to lawsuits with parties based in other states or countries. This article presents a discussion and interpretation of the latest legal developments of the law of personal jurisdiction and its impact on online advertisers, as well as some recommendations that might help advertisers to assess and mitigate their risk of being sued in another jurisdiction.
Male Breadwinner Ideology and the Inclination to Establish Market Relationships: Model Development Using Data from Germany and a Mixed-Methods Research Strategy
Journal of Macromarketing
A pattern found in many marketing systems, ‘‘male breadwinning,’’ is contingent upon overlapping ... more A pattern found in many marketing systems, ‘‘male breadwinning,’’ is contingent upon overlapping and shared ideologies, which influence the economic organization and thus the type and number of relationships in those systems. Implementing a mixed-methods research methodology, this article continues and extends previous work in macromarketing on the interplay of markets, ideology, socio-economic organization, and family. A qualitative study illuminated the main ideologies behind male breadwinning and a model was developed to advance the theoretical analysis of the phenomenon of male breadwinning. An experiment in the form of a vignette study was subsequently designed and administered. The qualitative study and the vignette study both show ideologies interact in the way individuals make sense of them or allow them to influence their decisions. The results have implications for the way families and markets are organized, such as the supply of labor of men and women and the offerings of...
What has macromarketing to say about the way a society (a macromarketing system) organizes the di... more What has macromarketing to say about the way a society (a macromarketing system) organizes the division and re-integration of labor and other resources, the access to resources and the way it grants liberty on the one hand, and protects those who are less able to realize their interests, on the other? 2 How can the division of labor and integration of resources be organized within a marketing system so that it contributes not only to the achievement of individual ends but also to the common good? Shall a society (government) try to take action on the initiation and steering of particular markets or on the condition under which particular agents can make offers to these markets such as the labor market or the market for healthrelated services? To which individuals or groups is agency granted at all? Marketing systems are by definition "embedded in a social matrix:" Layton (2009, 354) characterized marketing systems by ideas as well as products, services, and experiences. The social and institutional order influences the production possibilities of marketing systems, their structure and function, and the development of technology and innovation. Our study is interested in the interplay of economic organization and formal and informal institutions on the one hand, and the ideas and ideologies underlying institutions on the other.
The Relevance of Male Breadwinner Ideology for the Analysis and Design of Marketing Systems
This paper continues and extends available work in macromarketing on the male breadwinner ideolog... more This paper continues and extends available work in macromarketing on the male breadwinner ideology (Nill and Shultz 2010). “Male breadwinning” designates the effects of shared and overlapping ideologies and thus also patterns of marketing systems. Like institutions, ideologies are both restrictions and enabler for market processes. Ideologies influence the economic organization and thus type and number of relationships in marketing systems. Our paper wants to contribute to the development of measures which can inform the private as well as public decision-‐making units about the ideologies available in actual as well as potential marketing systems and the influence they might have on the demand for particular offerings. Based on a qualitative pre-‐study, the paper develops a Male Breadwinning Model and conducts a vignette analysis in Southern Germany. First results of the vignette study are included.
CSR in the USA: A Historic Perspective on the Interplay Between Ideological, Political, and Economic Forces
This chapter provides an understanding of the contemporary role of CSR in the USA. To this end, a... more This chapter provides an understanding of the contemporary role of CSR in the USA. To this end, an overview of the historic interplay between ideological, political, and economic forces related to the development of CSR is given, and the role of the four dominant ideologies, paternalism, trusteeship, new deal, and neoliberalism is discussed.
Due to the globalization of markets and businesses, an everincreasing number of marketers have to... more Due to the globalization of markets and businesses, an everincreasing number of marketers have to deal with ethical issues in cross-cultural settings. This article extends the macromarketing ethics literature by describing the need and search for normative ethics in global markets, reviewing conventional frameworks for ethical analysis and decision making in international settings, and introducing a communicative approach for purposes of framing ethical decisions without the assumption of core values as the ultimate reference point of ethical analysis. Using illustrative examples, potential implications and applications of the suggested communicative approach are provided by juxtaposing it to conventional frameworks.
Knowledge of Software Piracy as an Antecedent to Reducing Pirating Behavior
Journal of Computer Information Systems, 2009
We set out to answer the question: Can legislative and educational outreach programs reduce the l... more We set out to answer the question: Can legislative and educational outreach programs reduce the level of software piracy? Based on the Theory of Planned Behavior, we hypothesize that knowledge of software piracy promoted by these campaigns will lead to increased awareness of the legal consequences of engaging in software piracy and the likelihood of being punished. These two constructs, in turn, will impact on one's attitude towards software piracy, and hence, on the level of one's pirating behavior. We test the model using a sample of U.S. business students and find strong support for the model, with an understanding of the number of jobs lost due to software piracy being the dominant factor. This suggests that decision makers in the software industry need to refocus educational outreach programs from stressing the illegality of copyright infringement to emphasizing the social consequences of such behavior.
Direct-to-Consumer Genetic Testing and Its Marketing: Emergent Ethical and Public Policy Implications
Journal of Business Ethics, 2020
This paper provides a marketing ethics analysis that addresses the practice of selling genetic te... more This paper provides a marketing ethics analysis that addresses the practice of selling genetic tests (GT) directly to the consumer (DTC). It details the complexity of this emergent sector by articulating the panoply of evolving ethical/social questions raised by this development. It advances the conversation about DTC genetic testing by reviewing the business and healthcare literature concerning this topic and by laying out the inherent ethical complications for consumers, marketers, and regulators. It also points to several possible public and company policy adjustments. Because this area is relatively new and incredibly dynamic, its current discussion is necessarily an exercise in the “logic of discovery” rather than the “protocol of validation”. The paper serves as a primer for the types of GT being promoted. It also calls for a public discourse in the academic and general community to uncover and define the ethical guidelines and systemic adjustments necessary to create fairness in the various DTC transactions occurring between genetic test sellers and the buyers/clients of their services.
Informed by a search of the literature about the usage of genetic testing information (GTI) by in... more Informed by a search of the literature about the usage of genetic testing information (GTI) by insurance companies, this paper presents a practical ethical analysis of several distinct public policy options that might be used to govern or constrain GTI usage by insurance providers. As medical research advances and the extension to the Human Genome Project (2016, https://en.wikipedia.org/ wiki/Human_Genome_Project_-_Write) moves to its fullness over the next decade, such research efforts will allow the full synthesis of human DNA to be connected to predictive health dispositions. As testing costs fall, there will be ever more pressure for citizens to disclose GTI. Genetic testing information is integral to future medical care because it can be used to better assess individually tailored medical therapies as well as to allow a more informed risk analysis by the insurance industry, which in some countries such as the USA underwrites a majority of citizen medical expenses. As discussed in this examination, the revelation of people's uniquely personal GTI to insurers has enormous societal implications. The major contribution of the paper is to offer policy makers and concerned citizens a nuanced articulation of the basic options to regulate GTI, with a special consideration for ethical fairness and equity. As genetic-based medicine blossoms and pressures to reduce healthcare costs increase, there will be an ever greater impetus for countries to revisit their genetic testing policies. Organizations and policy makers striving to create GTI oversights perceived to be both ''fair and effective'' need to be aware of the ethical perspectives discussed in this paper.
Journal of Current Issues & Research in Advertising, 2016
Online behavioral targeting (OBT), which allows advertisers to deliver relevant messages to consu... more Online behavioral targeting (OBT), which allows advertisers to deliver relevant messages to consumers by basing those messages on an analysis of consumers' online behavior, has become a widespread, mainstream marketing practice. While this new targeting technique comes with distinct advantages for advertisers and consumers alike, it also raises privacy concerns and exposes marketers to a myriad of potential legal pitfalls. Still, the legal risks of OBT arising from private law have not been adequately discussed in the mainstream marketing literature. The purpose of this article is to expand upon this gap in the literature. Specifically, this article attempts to (1) to provide an overview of the state of the art of OBT, (2) to explain the relevant current and evolving laws and regulations with a particular emphasis on private law, (3) analyze the significance of these private laws for marketers, and finally (4) discuss some recommendations for online advertisers. Evolving telecommunication technology and new opportunities for advertisers Dramatic advances in communication technology over the last decade have ushered in new opportunities for advertisers. With the decline of print media and network television, the rules of the game of advertising are changing. As more and more consumers turn daily to modern telecommunication technology, advertisers are following. While traditional advertising revenues in the United States were shrinking, online advertising revenues increased by 15 percent to upward of $40 billion in 2013 (eMarketer 2013; Magna Global Advertising Forecasts 2013). With a growth rate of more than 140 percent, mobile advertising achieved revenues in the United States of $3 billion in the first half of 2013. The significant growth rate of mobile advertising reflects the profound shift in how consumers are viewing media as they access their mobile devices wherever they go (IAB 2013). Nike's spending on TV and print advertising in the United States serves as a fitting example. It has dropped by 40 percent in just the last three years, even as its total marketing budget has steadily climbed to more than $2.4 billion (Cendrowski 2012). The new media allow companies to connect with customers through a customized two-way communication-or in the words of Mark Parker, the CEO of Nike: "Connecting used to be 'Here's some product and here's some advertising. We hope you like it. ' Connecting today is a dialogue" (Cendrowski 2012, 2). The new media possess superior characteristics over the old. New media not only enable advertisers to communicate directly with their customers on a one-on-one basis, but also allow for the collection of almost unlimited amounts of personal, individualized data. Every online move a consumer makes, any search, any browsing, and any purchase can potentially be tracked down and analyzed by marketers.
Online Advertising and Marketing: Personal Jurisdiction and Its Potential Implications
Journal of Current Issues & Research in Advertising, 2012
ABSTRACT Modern telecommunication technology ushered in an era of unprecedented growth of innovat... more ABSTRACT Modern telecommunication technology ushered in an era of unprecedented growth of innovative advertising vehicles with increasingly global reach. The online advertising industry grew more than 10-fold in the last decade. However, due to their virtually unlimited reach, online advertising and marketing are vulnerable to lawsuits with parties based in other states or countries. This article presents a discussion and interpretation of the latest legal developments of the law of personal jurisdiction and its impact on online advertisers, as well as some recommendations that might help advertisers to assess and mitigate their risk of being sued in another jurisdiction.
Legal and Ethical Challenges of Online Behavioral Targeting in Advertising
Journal of Current Issues & Research in Advertising, 2014
ABSTRACT Online behavioral targeting (OBT), the tracking of a consumer's online activitie... more ABSTRACT Online behavioral targeting (OBT), the tracking of a consumer's online activities in order to develop a behavioral profile of the consumer, is a rapidly growing technique that enables advertisers to deliver relevant messages. While OBT provides many advantages to shoppers and advertisers alike, the practice has the technological potential to violate consumers’ privacy rights to a dangerous and unprecedented degree. Still, OBT is poorly understood by most consumers, is often nontransparent and deceptive, and in many cases does not even provide a reasonable chance to opt out. Due to OBT's relative newness, few laws, regulations, and policies, as well as in-depth ethical analyses of the practice, exist. Actions by the Federal Trade Commission (FTC), however, provide a notable exception. In a series of reports, in particular since 2009, the agency has engaged in dialogs with various stakeholders about OBT and the dangers it poses to consumers. Its efforts have also included legal enforcement activities. Within the context of these developments our article presents the evolution of the broader legal environment, including an ethical analysis of the FTC's efforts. Our objective is to shed light on the issue from a normative perspective and to assist online advertisers as well as regulators searching for guidelines and policies on how to use OBT in a responsible manner.
Wenn zwei oder mehr Personen oder Personengruppen unterschiedliche Ziele verfolgen, die gleiche a... more Wenn zwei oder mehr Personen oder Personengruppen unterschiedliche Ziele verfolgen, die gleiche aber knappe Ressource anstreben, oder unterschiedliche Wert-, Norm- und Glaubensvorstellungen haben, dann kann die Beziehung zwischen diesen Personen inkompatibel und inkonsistent und in Folge zum Konflikt werden. „A conflict exists whenever incompatible activities occur.“1 Konflikte von Managern und Mitarbeitern innerhalb eines Unternehmens wie auch Konflikte des Unternehmens mit Stakeholdern auserhalb des Unternehmens sind haufig als Bestandteil, Folge oder sogar als Ursache von Unternehmenskrisen im allgemeinen und Ad-hoc-Krisen im speziellen zu beobachten. Konfliktmanagement kann daher potenziell einen Beitrag zur Uberwindung von Unternehmenskrisen leisten.
Internal Marketing, Nurse Loyalty and Relationship Marketing
Health Marketing Quarterly, 2004
Nurse loyalty and retention are critical issues facing the healthcare industry. A lack of continu... more Nurse loyalty and retention are critical issues facing the healthcare industry. A lack of continuity in the nursing staff compromises the quality of the care, results in significant costs, and leads to patient concerns about the viability of the healthcare facility. Conversely, a motivated and committed nursing staff creates a solid foundation for implementing initiatives for the improvement of healthcare quality. This article employs the "Relationship Marketing Paradigm" as a framework to understand and enhance nurse loyalty through internal marketing efforts. The results indicate that financial, social and structural bonds have significant, albeit different, impacts on nurse loyalty. Managerial implications and future research directions are discussed.
Journal of Current Issues & Research in Advertising, 2012
ABSTRACT Modern telecommunication technology ushered in an era of unprecedented growth of innovat... more ABSTRACT Modern telecommunication technology ushered in an era of unprecedented growth of innovative advertising vehicles with increasingly global reach. The online advertising industry grew more than 10-fold in the last decade. However, due to their virtually unlimited reach, online advertising and marketing are vulnerable to lawsuits with parties based in other states or countries. This article presents a discussion and interpretation of the latest legal developments of the law of personal jurisdiction and its impact on online advertisers, as well as some recommendations that might help advertisers to assess and mitigate their risk of being sued in another jurisdiction.
Male Breadwinner Ideology and the Inclination to Establish Market Relationships: Model Development Using Data from Germany and a Mixed-Methods Research Strategy
Journal of Macromarketing
A pattern found in many marketing systems, ‘‘male breadwinning,’’ is contingent upon overlapping ... more A pattern found in many marketing systems, ‘‘male breadwinning,’’ is contingent upon overlapping and shared ideologies, which influence the economic organization and thus the type and number of relationships in those systems. Implementing a mixed-methods research methodology, this article continues and extends previous work in macromarketing on the interplay of markets, ideology, socio-economic organization, and family. A qualitative study illuminated the main ideologies behind male breadwinning and a model was developed to advance the theoretical analysis of the phenomenon of male breadwinning. An experiment in the form of a vignette study was subsequently designed and administered. The qualitative study and the vignette study both show ideologies interact in the way individuals make sense of them or allow them to influence their decisions. The results have implications for the way families and markets are organized, such as the supply of labor of men and women and the offerings of...
What has macromarketing to say about the way a society (a macromarketing system) organizes the di... more What has macromarketing to say about the way a society (a macromarketing system) organizes the division and re-integration of labor and other resources, the access to resources and the way it grants liberty on the one hand, and protects those who are less able to realize their interests, on the other? 2 How can the division of labor and integration of resources be organized within a marketing system so that it contributes not only to the achievement of individual ends but also to the common good? Shall a society (government) try to take action on the initiation and steering of particular markets or on the condition under which particular agents can make offers to these markets such as the labor market or the market for healthrelated services? To which individuals or groups is agency granted at all? Marketing systems are by definition "embedded in a social matrix:" Layton (2009, 354) characterized marketing systems by ideas as well as products, services, and experiences. The social and institutional order influences the production possibilities of marketing systems, their structure and function, and the development of technology and innovation. Our study is interested in the interplay of economic organization and formal and informal institutions on the one hand, and the ideas and ideologies underlying institutions on the other.
The Relevance of Male Breadwinner Ideology for the Analysis and Design of Marketing Systems
This paper continues and extends available work in macromarketing on the male breadwinner ideolog... more This paper continues and extends available work in macromarketing on the male breadwinner ideology (Nill and Shultz 2010). “Male breadwinning” designates the effects of shared and overlapping ideologies and thus also patterns of marketing systems. Like institutions, ideologies are both restrictions and enabler for market processes. Ideologies influence the economic organization and thus type and number of relationships in marketing systems. Our paper wants to contribute to the development of measures which can inform the private as well as public decision-‐making units about the ideologies available in actual as well as potential marketing systems and the influence they might have on the demand for particular offerings. Based on a qualitative pre-‐study, the paper develops a Male Breadwinning Model and conducts a vignette analysis in Southern Germany. First results of the vignette study are included.
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Papers by Alexander Nill