On this page:
- Early career research award for marketing lecturer
- BNZ Chair in Business in Asia
- International business expert lectures in Wellington
- Writing about beauty industry wins top prize
- Who's to blame? The psychology behind consumer reactions to product crises
- Fonterra’s false alarm shows danger of ‘crying wolf’
- Rise of eSports potential goldmine for marketers
- Marketing team rise to national challenge
- Saving New Zealand’s brand after the Fonterra affair
- SMIB graduate's 'phubbing' campaign goes viral
- Public quick to apportion blame for Asiana plane crash
- Wellington has an identity crisis
- Awards for Student Excellence
- 2nd Place Victory for School of Business Honours class in Global Exercise
- Research into how a crisis erodes brand trust
- SMIB's Distinguished Lecture Series places complex workplace interactions in the spotlight
- 2012 PBRF Quality Evaluation
- Advertisers try discount cold turkey
- Best Paper award for Professor Fam
- SMIB student invited to prestigious Doctoral Consortium
- How children perceive value as they age and become consumers
10 December 2013
A Victoria Business School lecturer got a big surprise when his name was called out as a prize winner at a conference dinner last week.
Dr Yuri Seo from the School of Marketing and International Business received an Early Career Research Award, judged and sponsored by the European Management Journal, at the Australia New Zealand Marketing Academy Conference (ANZMAC).
This year the international conference was hosted by the University of Auckland, with more than 330 papers presented.
All eligible papers, by authors whose PhD was awarded in the last five years and who were first authors of the paper, were considered for the award, and Dr Seo’s paper 'Conceptualizing a Consumer Values Orientation for Multiculturalism', co-authored with senior lecturer Dr Hongzhi Gao, was one of the two selected.
Dr Seo says he hadn’t known the award was up for grabs but feels "very lucky" to be a recipient.
"It feels especially rewarding, because it has been exactly one year since I started working as a lecturer in Victoria, and because it was awarded at the University of Auckland, where I completed my PhD," he says.
The paper looks at consumers’ experiences of multiculturalism in their daily lives, such as eating Asian food in Wellington for lunch and then Italian for dinner.
"We seek an understanding of how consumers navigate through complex cultural meanings. For instance, does that kind of multicultural experience make them feel like they are crossing cultural boundaries and do they consider this part of New Zealand culture?"
The award has a value of AU$1500 and entitles the recipient to submit their paper to the European Management Journal for publication consideration.
28 November 2013
Asian business expert Professor Siah Hwee Ang has been appointed the inaugural holder of the BNZ Chair in Business in Asia.
The position, based at Victoria Business School, has been established to focus on how New Zealand businesses can succeed in the highly competitive Asian market.
Professor Ang will lead executive training, teaching, research and public outreach programmes aimed at helping to forge innovative and effective engagement with Asia by New Zealand businesses.
"Victoria University is the logical location for the Chair, as we will be able to leverage our existing strengths and links to Asia, and our location in the capital city, in close proximity to government agencies and embassies," says Professor Bob Buckle, Pro Vice-Chancellor and Dean of Victoria Business School.
"I am delighted we have been able to appoint someone of Professor Ang’s calibre to the position, and that this partnership between industry, government and academia will enable us to share distribute our research insights in a way that will benefit New Zealand businesses."
BNZ head of Asia business, Paul Gestro, says that an academic position focussed on Asia adds an important perspective to existing efforts to enable New Zealand businesses to succeed in the world’s most populous and fastest growing economic region.
"While Asia provides the largest growth opportunity for New Zealand businesses, that opportunity may not be realised as gaining access to the right information can be difficult.
"Access to knowledge on business protocols and market insights provided by the Chair in Business in Asia presents a solution to a significant hurdle preventing New Zealand businesses from optimising the opportunities in rapidly growing Asian markets," says Mr Gestro.
Most recently Professor Ang held the position of Professor of Strategy at the University of Auckland Business School. He previously taught at Cass Business School, City University, London and the National University of Singapore Business School, where he also completed his BBA (Honours) in Finance and PhD.
"Asia is a diverse market and so our knowledge is relatively dispersed," says Professor Ang.
"I am glad to be part of an effort to establish a more holistic understanding of the market and to enhance New Zealand business capabilities in Asia."
The BNZ Chair in Business in Asia is funded, through the Victoria University Foundation, by principal sponsor the Bank of New Zealand, as well as the Ministry of Foreign Affairs and Trade, the Ministry of Business, Innovation and Employment, and New Zealand Trade and Enterprise.
14 November 2013
One of the world’s leading researchers in the field of international business, Professor Mike Kotabe, gave a public lecture at Victoria Business School as part of its distinguished lecture series, which features leading scholars in the fields of marketing and international business.
Professor Kotabe holds the Washburn Chair Professorship in International Business and Marketing at the Fox School of Business and Management at Temple University in the United States and is currently Editor of the Journal of International Management.
He has written over 100 scholarly publications and was elected a Fellow of the Academy of International Business for his significant contribution to international business research and education.
Professor Kotabe’s lecture discussed strategies emerging economies can use to build competitive advantage in the global market, how these strategies have played out over time and the lessons that have been learned.
Associate Professor Dan Laufer, from the School of Marketing and International Business, says the lecture was a unique opportunity for Victoria staff and students and Wellington business and marketing staff to hear from a world authority on doing business internationally.
"Professor Kotabe has lectured at business schools around the world, worked with leading global companies such as Nissan, Philips and Sony and been an adviser to top bodies such as the United Nations and the World Trade Organisation.
"I hope anyone serious about international business and marketing took the time to hear his insights."
A selection of slides from Professor Kotabe's presentation can be downloaded below.
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|Global Competition and Emerging Economies: The Growing Importance of Emerging-Market Firms in Global Value-Chains||530 KB|
15 October 2013
A third-year student from the School of Marketing and International Business has won the top prize from SenateSHJ for an essay she wrote on the Estée Lauder Companies' brand equity.
Caitlin Attenburrow‘s essay was commended for its insightful and detailed analysis by Neil Green, Chief Executive of the award-winning consultancy specialising in communications.
Caitlin won $500 and the opportunity to meet the Senate team in Wellington over a date scone to receive her prize.
"They got me to guess a multi-choice answer to the Dominion Post daily quiz, but thankfully my instinct to go with Tanzania was right!" she says.
Her essay was written as part of the Integrated Marketing Communications (MARK301) course assessment, and was one of four essays shortlisted by her lecturer and a senior tutor to enter the competition.
Caitlin chose to write about Estee Lauder Companies because of her interest in high end retail and in the persona of Estée Lauder.
"I was quite surprised to find out I‘d won because I wrote the essay in April just as a normal assignment for uni and then I just got an email out of the blue," says Caitlin.The SenateSHJ Prize is offered each year to students from four tertiary institutions that offer communications and reputation management courses: Victoria University, Massey University, Auckland University of Technology (AUT) and Unitec. Four finalists are selected as the best of their class in an assignment set by course lecturers, and each of these finalists wins $500.
14 October 2013
What psychological processes influence how consumers react to a crisis, including the assessment of blame? Dan Laufer, Associate Professor of Marketing, shared his research on this highly topical subject at Victoria Business School Research Talks ‘Ideas on Tap’ at The Thistle Inn on 25th September.
Access Radio interviewed Dan prior to his talk. Click here to listen to the full interview.
16 September 2013
Dr Hongzhi Gao, Senior Lecturer in Marketing at Victoria Business School and Senior Research Fellow of the New Zealand Contemporary China Research Centre, says the New Zealand government and business communities still have a big job ahead to ensure the official findings filter through to the global market.
"Negativity was so widely spread overseas that a proper public relations campaign needs to be planned and implemented in key dairy export markets, including China. If it is done well, the crisis may be turned into an opportunity for New Zealand’s brand," says Dr Gao.
Associate Professor Dr John Knight, Department of Marketing, University of Otago, says Fonterra is to be congratulated for carrying out a precautionary recall.
"However, Fonterra needs to ask itself, how did this fiasco evolve in the way it did? With the benefit of hindsight, what could have been done differently?
"If such an event occurs in future -- and obviously we hope it doesn’t -- Fonterra needs to avoid causing unnecessary hysteria by only releasing accurate and verifiable information.
"For instance, the mention of a 'dirty pipe' conjured up visions of unsanitary conditions and poor manufacturing standards -- visions which could do lasting damage to New Zealand’s reputation for having control standards as high as anywhere in the world."
Dr Knight suggests that at the first hint anything was wrong in March this year, an initial cautionary recall should have been carried out, notifying all channel members that products based on the contaminated whey ingredient were to be embargoed while further tests were conducted.
"There was no need to mention unproven fears concerning the nature of the organism, they could have just mentioned that there was suspected contamination by an organism that had the potential to cause illness. This should have been followed up by rapid, extensive testing to determine the exact nature of the contamination.
"Sounding a strident alarm based on wrong information -- essentially ‘crying wolf’ -- has the potential to weaken response to a genuine crisis some time in the future."
Dr Gao and Dr Knight have teamed up to study international crises, including the 2008 Chinese milk contamination crisis where Fonterra lost its investment of over 100 million dollars in a joint venture with Sanlu.
3 September 2013
Playing computer games competitively can gain players celebrity status and fortune, just like other professional sports, according to research by SMIB lecturer Dr Yuri Seo.
Dr Seo says computer gaming, or eSports, has developed its own culture and is on the rise worldwide.
Far from the traditional model of sitting at home alone playing computer games, gamers can now immerse themselves in the gaming world -- attending eSports events, watching eSports media on Internet TV or visiting Internet cafes to connect with other gamers.
To gain a competitive edge, says Dr Seo, gaming companies need to tap into this world, involving their consumers in creating experiences that will keep them hooked.
According to Dr Seo, US-based Blizzard Entertainment, a developer and publisher of entertainment software, is a standout example of succeeding with this approach.
The company’s annual revenue increased from $40 million in 1995 to $5 billion in 2012, and Dr Seo believes this can partly be attributed to Blizzard’s collaboration with the eSports governing bodies, broadcasting stations and consumer communities.
Blizzard also involves its end users from the beginning, employing star players to pre-test new games prior to their official release.
"It’s essential to engage with opinion leaders and understand the value consumers are getting out of the experience. If marketers look at their games purely as escapist activity they are missing the additional opportunities."
Dr Seo says that in New Zealand, although the eSports phenomenon appears to be in its infancy, many Internet cafes in Auckland have their own gaming teams and participate in tournaments.
Some New Zealanders have qualified for the World Cyber Games, an eSports tournament comparable to the Olympic Games for traditional sports. The tournament is held internationally each year, involving more than 50 countries and 13 different forms of eSports and attracting more than 9.5 million spectators worldwide.
Dr Seo says eSports has particularly taken off in South Korea, which has several dedicated television channels that broadcast computer-game events.
"Playing computer games is not just about leisure any more -- it’s a way to find friends, community, and maybe even a profession."
26 August 2013
The Marketing Association National Brand Challenge lived up to its name -- but in a good way -- say the four Marketing Honours students who represented Victoria at the recent event.
Matthew Barnes, Harry Calverley, Kane Landers and René Versteegh travelled to Auckland to put their marketing skills to the test, with Dr Michelle Renton and Dr Kate Daellenbach from the School of Marketing and International Business as advisers.
The students, who placed third out of seven New Zealand universities, say the inaugural competition was a "fantastic challenge", and one of the highlights of their time at the University.
Each team was given 10 days to analyse a business case study from by Frucor Beverages and prepare a branding pitch.
The Victoria team came up with a product idea to solve the issue presented in the case study, along with a supporting digital and social media strategy, which they pitched to a panel of industry professionals.
"Our product concept and strategy were well received and I feel our team presented strongly," says team member Matthew Barnes.
"Although our pitch wasn’t what the panel were after, we presented well and rigorously backed up our pitch idea, for which we received wide accolades.
"The experience of the Brand Challenge was amazing, with the opportunity to meet industry experts and connect with professionals and other students from all over New Zealand."
Kane Landers agrees: "Being able to present our ideas to industry professionals as well as some of the top marketing students from other universities has definitely been a highlight of my time at Vic. I would highly recommend this to students next year -- it is an outstanding experience."
The School plans to send another team next year, and more details will be announced in Marketing classes next year. The event was sponsored by the Marketing Association, Frucor, Genesis Energy, IAG, Farmers Trading Company and the ANZ Bank.
15 August 2013
Not only is the current Fonterra infant formula contamination scare a crisis for Fonterra, it is a global crisis for New Zealand’s brand, writes Dr Hongzhi Gao in this following op-ed piece.
China has suspended almost all New Zealand milk powder imports, Sri Lanka has followed suit and other countries are considering doing the same. Russia has taken one step further and banned all New Zealand milk product imports.
No need to say more about the serious nature of the current crisis and what it means for the country's exports. While investigations are underway, consumers are asking for answers -- and it’s important for Fonterra to deliver these in a way that minimises public panic and hysteria.
We have seen in the past how easily a small negative incident can end up being a global crisis. For instance, in 1999 Coca Cola’s forced recall of many millions of cans and bottles following a health scare in Belgium and other countries in Europe is now thought to be a case of mass hysteria. We can only hope that this will prove to be the case for Fonterra as well.
Given that the nature of the current contamination and its scale is still unfolding, it’s important at this early stage that Fonterra focuses on reassuring parents, who are naturally worried about the safety of their children.
An unfortunate side-effect of this scare is that consumers are now wary of Fonterra’s other products, which are supposedly safe. Furthermore, overseas consumers may apply 'guilt by association' to other New Zealand-origin dairy products and brands with no direct supply relationships with Fonterra -- even going so far as to stop buying other products from New Zealand and deciding not to travel here.
A research team comprising myself, Associate Professor John Knight from Otago University and Professor Hongxia Zhang from Peking University in China conducted research on the 2008 Chinese milk contamination crisis, which also involved Fonterra, and found evidence of the ‘guilt by association’ effect as the result of consumer heuristic judgments.
With such high uncertainty, emotional responses of consumers are to be expected and there is little anyone can do to control it. Our research on the 2008 crisis has led us to provide some insights into what is needed to weather this kind of storm.
It is clear that providing reassurance needs to be the number one priority. Important information needs to be provided to the New Zealand Ministry of Foreign Affairs and Trade as leverage for negotiating with counterparts in Russia, Sri Lanka and China to lift the ban on New Zealand milk products.
Fonterra’s customers need clear information about which of the products they supply are contaminated and which are not, so they know where they stand. It is also important that Fonterra works closely with the Ministry of Primary Industries to investigate the potential risks of any other contamination in the sourcing and manufacturing process, and regain their full confidence.
Once this process is completed, Fonterra and the Ministry of Primary Industries need to shout it, together, from the rooftops.
Consumer’s emotional responses are strongly linked to the perceived severity of the issue. If Fonterra has engaged independent food safety specialists and agencies to investigate, and they find that the potential severity of the contamination is low, this should be made public immediately to reduce frustration and panic.
Fonterra has certainly taken a hit on its credibility and reputation in the current crisis. This is an opportunity for other New Zealand dairy companies to speak out about their excellent safety standards, to offset the negative effect on the whole dairy industry of New Zealand.
By sending out some positive messages to the public and the market, it would indicate to consumers that this crisis is an isolated event.
In China, some self-organised social media groups have been defending the reputation of foreign infant formula brands despite the scare, and have praised the actions of Fonterra and Nutricia for self-disclosing the contamination of the whey protein (by Fonterra) and making voluntary public recalls of their products to protect consumers. More action needs to be taken in New Zealand to encourage this kind of response.
While only time will tell whether Fonterra and the dairy industry of New Zealand adopt the crisis response strategies mentioned above, the current crisis is certainly a lesson that the New Zealand business community should learn as a whole.
It also offers researchers in marketing and crisis management an opportunity to find new insights into crisis management in today’s largely integrated, yet still disconnected, supply chain which undoubtedly threatens any global and export-oriented business.
Dr Hongzhi Gao is Senior Lecturer of International Business at Victoria Business School at Victoria University, and Senior Research Fellow at the New Zealand Contemporary China Research Centre.
7 August 2013
A SMIB graduate’s campaign against bad mobile phone etiquette, developed during an internship with an advertising agency, has gone global.
Alex Haigh, 23, has grabbed headlines as far as Britain, Shanghai and Austria after launching a social marketing campaign in Melbourne called 'Stop Phubbing' -- which stands for 'phone snubbing' -- and describes "the act of snubbing someone in a social setting by looking at your phone instead of paying attention".
The concept was cooked up with some university mates, and Alex convinced the McCann advertising agency to help him develop campaign material "against digitally derived rudeness".
The Stop Phubbing website calls for victims to shame offenders by uploading photos onto to social media sites, write them letters, lay out anti-phubbing place cards at weddings and, for truly troublesome smartphone addicts, stage interventions.
Posters have been created for use in cafes, bars and restaurants, with slogans including "respect the food, the music and the company you are in’’, and "leave your phone in your pocket and have a chat in the real world’’.
Alex was also interviewed about his "campaign to stop people looking away from face-to-face conversations to check their phones" on National Radio's Morning Report.
10 July 2013
The public won’t wait for an investigation into the Asiana Airlines crash at San Francisco's international airport before attributing blame, says Associate Professor in Marketing Dr Dan Laufer.
Dr Laufer, who lectures at the School of Marketing and International Business (SMIB), has conducted extensive research into product harm crises and says it's inevitable that consumers will draw conclusions regarding Asiana and Boeing, the manufacturers of the aircraft involved in the weekend crash.
"Whatever they decide will have an impact on whether passengers choose to fly with Asiana in the future and whether airlines choose to continue purchasing Boeing airplanes."
He says the public applies its own personal biases to decide who is at fault during a crisis, as "unfortunately for companies, consumers are not jurors who are instructed to only consider the facts."
Through his research, Dr Laufer has developed a framework for understanding how the public attributes blame during a crisis, as laying blame helps reduce feelings of uncertainty around an issue.
The level of blame depends on a variety of factors, including previous familiarity with the brand, beliefs surrounding the country of origin and whether the company has previously been involved in similar crises.
"In the case of Asiana Airlines, Boeing has the upper hand, as they are a better-known brand. When companies understand that they are at risk of being blamed, they need to be prepared to respond quickly in order to protect their brand," he says.
Click here to view the full articles in today's New Zealand Herald.
In collaboration with the Institute of Directors (IoD), Dr Laufer is running a workshop this week on effective crisis management to help IoD members plan for and respond to an unexpected emergency or crisis that threatens their organisation.
Other presenters are former Chief of Police, Howard Broad and former Director, Corporate Services for Telecom New Zealand, Tina Symmans.
Dr Laufer will discuss recent product harm crises that companies have faced both overseas and in New Zealand, including horsemeat found in packaged food, a hacker attack on a major telecommunications company and traces of glass found in cereal.
3 July 2013
Victoria University school of marketing and international business senior lecturer Dr Jayne Krisjanous says that although the brand 'Absolutely Positively Wellington' has been good, it has faded out over time.
"Yes, Wellington has an identity crisis. If you want a brand to mean something and have relevance to a target audience, you've just got to keep it visible. It's lost its meaning, so it's not appropriate to try to rehash it."
New York City's "I love NY" tagline is an example of a marketing campaign that has stood the test of time, she says.
"It's just as relevant today because people actually believe it's true, they really believe in it."
Wellington's universities, film industry and entrepreneurial spirit were excellent by global standards, and could be targeted in future marketing efforts.
"It actually needs a lot of work on its identity, and how it can market itself. We think the mood in Wellington is kind of gloomy at the moment, there's obviously a problem, but we don't think resuscitating an old brand is the answer.
"We can be as good as anyone else on the world stage, anything is possible in a community like this."
1 July 2013
The School honoured outstanding students for their sustained engagement, enthusiasm, dedication and ability at its annual student excellence awards ceremony on Friday, 10 May. The awards were attended by 103 students their families, friends and staff.
After an introduction by MC Dr Kate Daellenbach, the evening began with a warm welcome from the Head of School, Professor Kim Fam who presented awards and certificates in recognition of achievement.
Students were encouraged further in their quest for excellence with a motivating talk by 3-times award winner and former honours student Adam Hunt.
The school is honoured to receive sponsorship from business partners, the Marketing Association, and publishers, Pearson, who donated generous and well appreciated gifts to prize winners.
Many then stayed on to enjoy the hospitality of the school and to complete an evening that, as Prof. Fam described, was “…very much about the students…As I’ve said before, the students here who are being acknowledged, are students who hold amazing potential. Truly, you deserve these awards… I am so very proud of all of you”.
6 June 2013
Fifteen postgraduate students from Victoria Business School are celebrating their outstanding performance in a global exercise.
The students were rated second out of 51 universities across 27 countries for their 'quality and input of effort' in X-culture, an international training programme which requires participants to develop a business proposal for an international company.
Each student was placed in a global team and given six weeks to complete their business proposal across multiple time zones and cyberspace.
Course coordinator Dr Cheryl Rivers says students gained a lot from first-hand experience working with people from other cultures.
"It‘s one thing for me to tell them that culture influences behaviours and expectations -- it's a quantum leap for them to figure out why someone is doing something they don‘t understand or agree with and then change their own behaviour to influence them."
The students were evaluated on their effort and contribution by their teammates, and on the quality of the final report by all the instructors who had students in that team.
Dr Rivers is especially proud that the top three performing students in the class, Lauren Campbell, Annie De‘Ath and Rob Humphrys, come from three different disciplines in the faculty: Tourism, Human Resource Management and International Business.
"Figuring out how to work effectively with people from different cultures is essential for all our graduates, regardless of their discipline."
This is the first year Victoria University students have participated in the project, and Dr Rivers is keen to sign up again next year.
"It was so successful, I'm thinking it might become a regular feature of the course."
The exercise was part of IBUS404 Cross-cultural Management, which is offered by the School of Marketing and International Business.
21 May 2013
The Chinese milk contamination crisis of 2008 provided invaluable insight into how such events can damage consumer trust in brands, says Senior Lecturer Dr Hongzhi Gao.
"This food poisoning crisis provided a real-life context for understanding how consumers react to a betrayal of their trust in brands," says Dr Gao.
"Faced with the 2008 situation, it's natural that fearful and bewildered customers would express outrage and attribute blame."
He says it was also a useful example of how one brand can be made to take the lion's share of the blame. The scandal, which centred around 700 tonnes of infant formula contaminated by the industrial chemical melamine, involved Chinese company Sanlu which, at the time, was part-owned by New Zealand dairy giant Fonterra.
Two months after the crisis began, Dr Gao and colleagues at the University of Otago and Sydney’s Macquarie University partnered with Peking University in Beijing to ask 2156 Chinese locals in nine metropolitan centres to evaluate the crisis and rate their trust and blame towards a range of dairy brands, including foreign-owned, joint venture and local brands.
"We were particularly interested in what information about a brand could impact on consumers' trust and which factors could strengthen or weaken that trust."
Dr Gao says the results show Sanlu became the scapegoat for an industry-wide crisis.
"While the reputations of other companies were dented, they weren’t as badly affected as Sanlu, which became the 'face' of the scandal. Our research provided a great insight into how a food safety scandal can spill over and negatively affect attitudes and beliefs about the whole supply chain and about competing brands."
Another key finding was that a shared brand identity and investment or management links between a locally made brand and a foreign imported brand expose the foreign brand to guilt-by-association effects.
"Firms operating in foreign markets must evaluate potential risks to their brand equity due to consumers’ associations with local counterparts. They should jealously protect their brands by avoiding association with ‘risky’ local counterparts."
Dr Gao and his colleagues have now turned their attention to the impact of the crisis on non-contaminated brands and are hoping to determine "how this mistrust spilled over by association".
17 April 2013
Would you behave more ethically in the workplace if your boss was watching you closely?
It’s one of the questions being posed by Professor Nick Lee, Professor of Marketing and Organisational Research at the UK’s Aston Business School and SMIB's inaugural speaker in their 2013 Distinguished Lecture Series. The Distinguished Lecture Series invites editors from the leading international journals in Marketing to share their cutting edge research with Victoria Business School staff, students, and alumni, as well as the local business community. Professor Lee is an alumnus of the Victoria Business School's Honours Programme in Marketing and is currently editor-in-chief of the prestigious European Journal of Marketing.
Focusing on the environment where we spend most of our waking hours—the workplace—Professor Lee’s research looks at the social psychology of work and how actions which may seem like the ‘right’ thing to do can actually lead to unintended negative effects.
“We observed sales teams in the UK and Europe, and particularly the nature of the sales function as a link between the firm and its customers, to see how staff behaved when they felt they were closely supervised, for example if the manager spent lots of time with them observing sales calls. In such circumstances, employees tended to behave better,” says Professor Lee.
However, throw a conflict into the mix—ie. responsibility for the company versus responsibility to the customer—and the results skewed towards the unethical.
“When closely monitored employees were conflicted between making money for the company and providing good customer service, they tended to behave unethically, putting their organisation’s needs ahead of the customer.”
Uncovering such counter-intuitive outcomes requires an approach that goes beyond the notion of “common sense—of what we think should or shouldn’t work in the workplace,” says Professor Lee.
“Different drivers of behaviour require different managerial remedies. For example, our research found that a more caring manager resulted in higher job satisfaction from employees, whereas a more aggressive manager produced lower commitment from employees and greater emotional strain. But at the same time, we found employees actually valued a certain amount of aggression from their managers, because it helped clarify the appropriate standards of behaviour and role responsibilities.”
Click here to view Professor Lee's lecture on 15 April 2013.
12 April 2013
In the 2012 PBRF Quality Evaluation, Victoria University of Wellington has been ranked first for research quality. The School of Marketing and International Business has moved up four places and is now ranked 2nd equal in the Marketing and Tourism subject area. Head of School, Professor Kim Fam, congratulates all the marketing and international business team members for their effort and dedication to research to achieve such a pleasing result.
20 March 2013
Industry experts say brands are trying to wean themselves off discounting but it is a long, hard task, and
Professor Kim Fam from the School of Marketing and International Business says New Zealand retailers in particular discounted too heavily over the global financial crisis.
While this improved cashflow, there is now no quick fix to damage done over several years, Professor Fam says.
"Companies need to invest in making sure their brand message is consistent.
"And then over years people will see the difference between a good brand and a bad brand."
The problem is especially seen in the grocery sector, where Nielsen research indicates buyers are increasingly choosing whatever is on special. In a typical shopper's basket, 58% of items chosen will be goods that are on promotion.
DDB managing director Justin Mowday says that weaning brands away from discounting is the biggest challenge facing advertisers this year.
"Any client knows it can sell product when it is discounted. It’s not particularly hard.
"What is hard is creating engagement with consumers, which is two way, evolving and means the customer prefers your brand when its not on special."
Barnes Catmur & Friends managing partner Paul Catmur says brands are locked in a cycle of discounts that is difficult to break.
"Brands were too reliant on discounts before the global financial crisis; it just gathered more brands to join the fray."
Mr Catmur says the discounting has meant margins are being degraded in the race for the bottom.
"Successful brands have their margins cut, lesser brands go bust and the cycle starts again."
Professor Fam also believes the success of imports coming directly from Asia mean the importance of brands is fading.
"A watch from a good brand like Rolex will still tell the same time as a lousy brand watch. As technology has improved you can still buy items of a cheap nature but a high quality."
Source: National Business Revue
20 March 2013
Professor Kim Fam has picked up a Best Paper Award at the 5th International Borneo Business Conference, which had a theme of 'Business and Economic Sustainability in Asia'.
The co-authored paper, entitled "Chinese Generation Xers' Attitude toward Advertising: Evidence from Hong Kong and Shanghai Consumers", examined whether the ranking for ad likeability and dislikeability attributes are the same across Hong Kong and Shanghai.
The findings indicate that Generation Xers from these two cities believed advertising is entertaining and yet devious. The consistency could be attributed to the same social values shared by the Generation X cohort in metropolitan China.
Consumers from both cities disliked old-fashioned, repetitive, boring or annoying commercials, understandable given that both HK and Shanghai are very well developed and their citizens are rich, educated and sophisticated.
This study offered insights into beliefs about advertising, ad likeability and dislikeability, showing that culture, and to a lesser extent environment, are dominant forces in media consumption and consumer behavior among Generation Xers in both Hong Kong and Shanghai.
15 March 2013
The School of Marketing and International Business has secured a special invitation for one of our PhD students to attend the prestigious American Marketing Association-Sheth Foundation Doctoral Consortium in Michigan from June 6-9.
The Consortium brings together up-and-coming marketing doctoral students with the world's most distinguished marketing faculty, offering presentations, workshops and networking events that encourage interaction and dialogue between renowned faculty and Consortium Fellows.
The SMIB research committee selected Lachlan McLaren, whose research title is 'Consumer processing of online advertisements', to attend the consortium.
"It was a very difficult decision, given the high quality of PhD students in our programme," says Associate Professor Dan Laufer, Chair of the SMIB Research Committee.
"However, Lachie was chosen by the research committee because of the importance of his research topic, as well as his ability to represent the school at this high profile event where the most prolific scholars in the field interact with top PhD students from leading marketing programmes."
Lachlan commenced his postgraduate studies at the School in 2008, and has also been involved with tutoring and the distance study, along with a position supporting academic staff using technology in their teaching at the Centre for Academic Development.
"I’m grateful for the continued support I have received from SMIB during my studies, which has given me the opportunity to experience many aspects of working at the university," he says.
Lachlan’s PhD research focuses on the attention people pay to interactive advertisements on the internet and the thoughts they have about them.
"I questioned if people even noticed the difference, if they chose to interact with them and if they thought differently about interactive ads.
"This directed my reading towards information processing theories in Marketing, as well as exploring theories related to interactivity and attention allocation."
Lachlan says the final results of his research will help better understand how consumers process online advertisements and indicate to advertisers when it is most appropriate to use interactive online advertisements.
The 2013 AMA-Sheth Foundation Doctoral Consortium will be held June 6-9 at the Stephen M. Ross School of Business, University of Michigan, on their Ann Arbor campus.
14 February 2013
When comedy duo Flight of the Conchords interviewed school kids as part of composing a fundraising song for Cure Kids NZ in 2012, they asked: how much is a lot of money? A million and a hundred, ten and twenty-one dollars was one answer, a whole house full of money was another.
But how do children form opinions around money and value? And what role can parents play in influencing their children‘s development in this area?
Researcher Janine Williams, who graduated from Victoria Business School in December with a Doctorate in Marketing, has authored a ground-breaking study which sheds light on how children perceive value as they age and become consumers.
To discover what influences children's decisions when buying products, Janine carried out in-depth interviews and analysed the purchasing diaries‘ of a group of 8-14 year olds. Until this study, little research had been conducted on value from a child‘s perspective.
Her results show that children as young as eight were canny in their purchasing, but what influenced their decisions changed remarkably as they got older.
"My research found that there were six dimensions to why kids decided to buy something ranging from its functional value -- what attributes did the product have, and how would it perform -- to its emotional value. For example, they talked about how they felt about the product and how happy it would make them feel."
"A purchasing decision was also influenced by social value of a product; for example, whether their peers also owned the product, and of course price -- could I afford it?"
Janine found that younger children tended to consider if they had enough money to buy the product, but not trade the benefits against the costs. They considered whether they had used a product before, and what it would do for them (for example, if would taste good, or be fun to play with).
Older children deliberated between the costs and benefits of buying something; they considered how long a product might last for and how much money needed to be spent on it to pay for it when it could be used to buy two cheaper products instead.
Younger children bought mostly toys and food, and the majority of these research participants sought the opinion of their parents before spending their pocket money. Janine says as children grew older, the social value of a purchase became more important.
"Research participants were concerned about fitting in with their friends and considered what others might think about them if they bought one product over another."
The study showed that, at any age, children‘s purchasing decisions were influenced by their emotions and by their previous experience of a product. Across all of the age groups studied, children also spoke of sometimes being dissatisfied or regretting a purchase.
Janine says her research has implications for policymakers considering the appropriate marketing of products and services to children, and to those involved in consumer education, including parents.
"As a parent I‘ve become more aware of gaps in my children‘s understanding. I think it‘s particularly important for younger children, who don‘t have the same concept of quality or understanding of price when they decide they want to buy something."
"Their measure of price is just about whether they can afford the product -- they don‘t consider whether something is expensive or cheap for what it is, or whether they‘ll enjoy that product for long enough to make its cost worthwhile."