Journal of Macromarketing current issue

In this Issue

Shultz, C. J. — Tue, 25 Aug 2009 04:09:39 PDT

Metric and Interpretive Explorations of Macromarketing

Shultz, C. J., Holbrook, M. B., Lehmann, D. R. — Tue, 25 Aug 2009 04:09:39 PDT

Putting Patients First: Social Marketing Strategies for Treating HIV in Developing Nations

Chance, Z., Deshpande, R. — Tue, 25 Aug 2009 04:09:39 PDT

It is more than mere coincidence that the highest rates of HIV occur in the world’s poorest countries. Of the over forty million people currently living with HIV, 95 percent are in the developing world. The first part of this article explores the economics of HIV and treatment from a social marketing perspective. The second part of the article uses three specific case histories of successful social marketing organizations in Africa, Asia, and South America to inductively generate a consumer (patient)-centric marketing model. The focal organizations are unique in that they all identify patient needs first, then work backwards to develop economically viable solutions. Their solutions are not without flaws, and the future of these programs remains uncertain, but the authors hope that illuminating specific cases within the consumer-centric marketing paradigm will shed light on ways in which other organizations may be able to serve the poor profitably.

Applying Catholic Social Teachings to Ethical Issues in Marketing

Klein, T. A., Laczniak, G. R. — Tue, 25 Aug 2009 04:09:39 PDT

This article updates earlier work by the authors and proposes the social teachings of the Roman Catholic Church to be an encompassing and coherent normative theory, a source of principles that address contemporary issues in marketing, especially when a manager faces ethically charged questions. The authors propose that this application of a tradition in moral theology offers a novel approach for helping resolve contemporary ethical problems in marketing. Their approach to this task pursues two paths. First, the main tenets of Catholic social teaching are presented, along with some discussion of sources. Then, some of the ethical issues associated with contemporary marketing are introduced. These two paths are joined together by connecting Catholic social teaching principles to these questions. Finally, they argue for the value of this approach outside the framework of any denominational or sectarian context.

Effects of International Trade and Economic Development on Quality of Life

Mullen, M. R., Doney, P. M., Ben Mrad, S., Ye Sheng, S. — Tue, 25 Aug 2009 04:09:39 PDT

The authors integrate theories from macromarketing, economics, and sociology to develop a conceptual model assessing the effects of international trade and economic development on physical quality of life (PQOL), individual freedom, and the environment (carbon dioxide [CO₂] emissions and environmental performance). The study introduces new measures of individual freedom and environmental performance to the macromarketing literature. Research hypotheses are tested on time-lagged data from 104 countries using structural equation modeling. Results suggest that international trade is associated with economic growth that enhances the well-being of people and their ‘‘visible’’ natural environment but with a deleterious impact on global warming through increased CO₂ emissions. Increases in PQOL and individual freedom are associated with lower CO₂ emissions and improved environmental performance. These findings have important implications for public policy makers, marketing academics, and practitioners.

The Institutional Foundations of Materialism in Western Societies: A Conceptualization and Empirical Test

Tue, 25 Aug 2009 04:09:39 PDT

Studies of materialism have increased in recent years, and most of these studies examine various aspects of materialism including its individual or social consequences. However, understanding, and possibly shaping, a society’s materialistic tendencies requires a more complete study of the relationship between a society’s institutional patterns and the acceptance of materialism by its members. Consequently, the current study examines five of the institutional antecedents of materialism to understand better how and why it develops as a mode of consumption within a society. More specifically, a model relating materialism and a set of institutionalized patterns of social behavior referred to as the dominant social paradigm was developed and tested in a study of seven industrial, market-based countries. The results suggest that the economic, technological, political, anthropocentric, and competition institutions making up the dominant social paradigm are all positively related to materialism. The implications of the relationship are then discussed.

Effectiveness of Corporate Well-Being Programs: A Meta-Analysis

Anand Keller, P., Lehmann, D. R., Milligan, K. J. — Tue, 25 Aug 2009 04:09:39 PDT

Health is a major component of well-being and quality of life (QOL) and an increasingly costly one. We examine the role of employers for promoting QOL. A meta-analysis examines the impact of fifty well-being programs, which address six health issues and use seven marketing approaches. The analysis indicates that well-being programs and marketing approaches significantly improve employee health and depend on company size and employee gender. Results, based on sixty studies, show there is significant opportunity to efficiently tailor corporate health programs.

Quaker Travels, Fellow Traveler?: Wroe Alderson's Visit to Russia during the Cold War

Tadajewski, M. — Tue, 25 Aug 2009 04:09:39 PDT

This article will add an important detail to our knowledge of Wroe Alderson’s life, namely his journey to Russia at the height of the cold war and the subsequent intelligence gathering efforts of the Federal Bureau of Investigation (FBI) following Alderson’s return from Russia in 1955. It does this by situating the text (AFSC 1956) that resulted from the journey in its historical context, connecting the trip to Russia with the Quaker value system that motivated the expedition. These values are, in turn, related to the files of the FBI via a brief review of the relevant volumes of FBI files that referred to the American Friends Service Committee (AFSC)—the group that Alderson traveled to Russia with. Using the Quaker publication coauthored by Alderson that details the journey to Russia, this article reconstructs the arguments found in that text. Finally, the author examines why Alderson attracted the attention of the FBI. His characteristic willingness to critique the assertions of a party of Soviet individuals with whom he met, as well as support for Alderson from an unknown Quaker associated with the FBI, would ensure that his credentials as an American patriot were never in danger.

Interpreting Macromarketing: The Construction of a Major Macromarketing Research Collection

Shapiro, S. J., Tadajewski, M., Shultz, C. J. — Tue, 25 Aug 2009 04:09:39 PDT

This commentary introduces a four-volume tome, Macromarketing, a major research collection for which the authors served as editors. Equity, poverty, and societal development were the primary foci. A lengthy vetting process resulted in eighty articles for inclusion. Among them are articles recently published in the Journal of Macromarketing; most of the articles however are drawn from economics, foreign policy, sociology, and the literature of other disciplines. This eclectic mix reveals other fields and leading scholars in them who share interests with macromarketers. The table of contents and organizational structure of the tome are presented in Table 1. Influential articles that ‘‘just missed the cut’’ for reasons explained in the commentary are included in Table 2.