Impact of community masking on COVID-19: A cluster-randomized trial in Bangladesh

Persuading people to mask Even in places where it is obligatory, people tend to optimistically overstate their compliance for mask wearing. How then can we persuade more of the population at large to act for the greater good? Abaluck et al . undertook a large, cluster-randomized trial in Bangladesh involving hundreds of thousands of people (although mostly men) over a 2-month period. Colored masks of various construction were handed out free of charge, accompanied by a range of mask-wearing promotional activities inspired by marketing research. Using a grassroots network of volunteers to help conduct the study and gather data, the authors discovered that mask wearing averaged 13.3% in villages where no interventions took place but increased to 42.3% in villages where in-person interventions were introduced. Villages where in-person reinforcement of mask wearing occurred also showed a reduction in reporting COVID-like illness, particularly in high-risk individuals. —CA

Genetic nutrition programmes – disappointment or empowered health? Exploring consumer engagement to understand social health change

Purpose This research aims to gain insight into how consumers interact with a commercially available genetic nutrition programme, DNAfit, to explore health change via an intervention. Design/methodology/approach Focus groups were conducted between June and October 2019, pre-, during- and post-intervention, with a total sample of 14 younger (aged 25–44 years) and 14 mature (aged 45–65 years) cohorts from New Zealand. Qualitative thematic analysis was completed with the help of NVivo software. Findings Younger participants in this study engaged less overall with DNAfit, felt the service did not match their lifestyles and did not encourage their believability of genetic personalised nutrition (GPN). In contrast, mature participants had positive engagement with GPN, as their motivation to use the service fit with their motivation for longevity. Overall, social uptake in health changes based on GPN is likely to depend on life stage. Originality/value This paper adds to limited social marketing research, which seeks novel avenues to explore how consumers engage with GPN technologies to drive social change, assisting social marketers on how to more effectively deliver health programmes that allow consumer-driven interaction to build health capabilities.

Fixation classification: how to merge and select fixation candidates

Eye trackers are applied in many research fields (e.g., cognitive science, medicine, marketing research). To give meaning to the eye-tracking data, researchers have a broad choice of classification methods to extract various behaviors (e.g., saccade, blink, fixation) from the gaze signal. There is extensive literature about the different classification algorithms. Surprisingly, not much is known about the effect of fixation and saccade selection rules that are usually (implicitly) applied. We want to answer the following question: What is the impact of the selection-rule parameters (minimal saccade amplitude and minimal fixation duration) on the distribution of fixation durations? To answer this question, we used eye-tracking data with high and low quality and seven different classification algorithms. We conclude that selection rules play an important role in merging and selecting fixation candidates. For eye-tracking data with good-to-moderate precision (RMSD < 0.5∘), the classification algorithm of choice does not matter too much as long as it is sensitive enough and is followed by a rule that selects saccades with amplitudes larger than 1.0∘ and a rule that selects fixations with duration longer than 60 ms. Because of the importance of selection, researchers should always report whether they performed selection and the values of their parameters.

A Design Thinking Approach to Teaching Sustainability

Understanding sustainability requires a system-wide perspective to guide the interpretation of problems and conceptualization of solutions. A lake sustainability Trust provided an opportunity for students to gain this perspective by examining societal, commercial, and environmental policy perspectives associated with a local endangered lake and surrounding wetlands. This was an ideal project to bring sustainability issues to life for students but was too complex for a single class to attack. This article describes a multicourse initiative that sought to heighten students’ awareness of sustainability issues using a design thinking problem-solving approach. Interviews conducted revealed concerns that educators may have in considering similar projects. The authors respond to these perceived obstacles with recommendations and a discussion of mitigation strategies. In addition to the Trust gaining direction, the design and implementation of this cross-course experiential learning initiative allowed Marketing Research and Product Design students to develop an appreciation for macrolevel sustainability issues, and environmental policy students to appreciate the value of marketing research in the development of land use plans.

Heritage’s: MOOving Forward

The first Heritage’s Dairy Store opened in Westville New Jersey on October 10, 1957. The chain of convenient stores is known for their quality lunchmeats, fresh coffee, and their own brand of milk and ice cream. The company wholesales candy, tobacco, and groceries from its Heritage’s Wholesale Company, which supplies more than 75% of products sold in its 33+ locations. Additionally, Heritage’s now offers customizable food options throughout the day. As the business transitions to the next generation, the leadership has noticed changes within their markets, new trends within the industry, and several marketing related challenges. Following marketing research, Heritage’s found the majority of their consumers were over the age of 50. Research also showed many respondents under 25 were unaware of the company. Additionally, many within the 20–39 age bracket who had heard of the company still did not have a clear understanding of the product offerings or overall brand. Heritage’s is faced with maintaining their current consumer base while simultaneously attracting the younger demographic. Additionally, major changes in technology, store design, marketing, and branding would come at a significant cost. Lastly, the management of Heritage’s seeks to honor their company history while looking toward the future.

ДІДЖИТАЛІЗАЦІЯ ПІДПРИЄМНИЦТВА НА ТРАНСПОРТІ В УМОВАХ ПАНДЕМІЇ COVID-19

The article seeks to explore opportunities for further entrepreneurship development and its intensification in a pandemic setting, in the transport sector in particular, which is associated with the constant search for and implementation of new ideas, technologies, goods, services, manufacturing methods, etc. to retain a business. An emphasis is put that in modern realia as never before, the effective functioning of any company demands for continuous improvement, renewal, reorganization, finding new pathways to manage and run a successful business. It is noted that this approach is based on the latest concept that assumes significant changes in entrepreneurship in the transport industry and will foster further business development. In addition, the study reveals that the application of digital platforms is viewed as the newest tool that has the potential to boost the transport industry growth. However, despite objective reasons, there is still a lack of proper justification for the need to use digital technologies in transport. It is noted that the Industry Development Strategy 4.0 designed by the Ukrainian Association of Industrialists and Entrepreneurs interprets digital transformation as social or technological changes associated with the penetration of digital technology into all areas of human interactions. The essence of these transformations is to find new approaches and management concepts to resolve classic business challenges. The purpose of this article is to verify the feasibility of transport entrepreneurship based on digital platforms. The study provides insights into the benefits and specifics of digitalization in the context of Covid restrictions adjusted the needs of business acceleration. To attain the research objectives, the tools of information and marketing communications were used as well as the outcomes of marketing research to summarize information on the development of courier delivery and taxi services in Ukraine. Based on the analysis of entrepreneurship in the transport industry, the essential characteristics of digital platforms for taxi service have been discussed. It is argued that a customer focus makes the basis of any successful digital strategy. However, according to the study findings, transport companies need a single comprehensive perception of their customers to develop cooperation and offer a personalized approach to them. The summary concludes that digitalization is aimed at retaining the contact between the consumer and the producer to balance twofold interests: on the one hand, to the producer it will result in profit growth, and on the other – the consumer will be able to get the enhanced service quality, thus managing a close relationship between these two market actors, even in the quarantine realia.

The product life cycle revisited: an integrative review and research agenda

Purpose This paper aims to respond to calls in academia for an update of the product lifecycle (PLC). Through a systematic literature review, the authors provide an updated agenda, which aims to advance the PLC concept in research, teaching and practice. Design/methodology/approach The authors started by surveying 101 marketing academics globally to ascertain whether a PLC update was viewed necessary and beneficial in the marketing community and thereafter conducted citation analysis of marketing research papers and textbooks to ascertain PLC usage. The subsequent literature review methodology was split into two sections. First, 97 empirical articles were reviewed based on an evaluative framework. Second, research pertaining to the PLC determinants were assessed and discussed. Findings From the results of this review and primary data from marketing academics, the authors find that the method of predicting the PLC based on past sales has been largely unsuccessful and perceived as somewhat outdated. However, a new stream of PLC literature is emerging, which takes a consumer-centric perspective to the PLC and has seen more success at modeling lifecycles in various industries. Research limitations/implications First, the study outlines the most contemporary and successful methodological approaches to modeling the PLC. Namely, the use of artificial intelligence, big data, demand modeling and consumer psychological mechanisms. Second, it provides several future research avenues using modern market trends such as sustainability, globalization, digitization and Covid-19 to push the PLC into the 21st century. Originality/value The PLC has shown to be resolutely popular in management application and education. However, without a continued effort in academic PLC research to update the knowledge around the concept, its use as a productive management tool will likely become outdated. This study provides a necessary and comprehensive literature update resulting in actionable future research and teaching agendas intended to advance the PLC concept into the modern market context.

Holistic Approach to R&D Products’ Evaluation for Commercialization under Open Innovations

A holistic approach to R&D products’ evaluation for commercialization under open innovations is developed. The approach is tested on the example of the device of the interferometric determination of the refractive index of crystalline materials in the optical range. The proposed approach will allow setting a price that will satisfy all the parties of a transfer agreement with a higher level of accuracy and will meet market requirements. Unlike popular methods of evaluating the R&D product, a holistic approach will, on the one hand, be based on the actual costs and the break-even level of a R&D product and, on the other hand, will determine how much the consumer is receptive to a R&D product, and, then again, will show how the added value of the product will develop under the influence of market effects. It is noted that the application of a holistic approach to R&D products’ evaluation for commercialization should be supplemented by assessing the willingness of potential customers to purchase this R&D product at a specific price. It is proved that the proposed holistic approach to R&D products’ evaluation for commercialization is multifunctional. The approach can be applied to different types of economic activity, R&D products, and types of markets. The obtained prices based on the application of a holistic approach to R&D products’ evaluation for commercialization and the results of marketing research of the interferometry market testified to potential prospects of the commercialization of a R&D product of the interferometric determination of the refractive index of crystalline materials in the optical range and its long-term competitiveness. Based on the results, the key provisions of the concept of providing competitive benefits for the period of implementation of the analyzed R&D product are identified. Taking into account fundamental elements of the open innovation paradigm underpins the authors’ holistic approach.

Leading Trends in Innovative Development – Identification using Marketing Research

Access to information has become extremely easy these days. Hence the common belief that we have established an information society in which knowledge is treated as the greatest wealth and which at the same time constitutes the basis for innovative development of enterprises, countries, regions. The paper presents identification of the leading areas of innovative technological development using marketing research. This allows the main objective to be fulfilled, which is to help choose the directions of research. . The source of data was the international exhibition of inventions held annually in Geneva, treated here as a case study. The research covered exhibitions held in 2017 and 2019, for which over 500 presented new solutions were classified each time. The results were confronted with a national event gathering inventors – the Polish National Student-Inventor Competition. Every year, approximately 100 solutions are submitted to the competition and then evaluated.