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Tebessi, Sana; Ben Cheikh, Amal; Dali, Mariem
2024 Qualitative Market Research An International Journal
In line with the growing trend of companies focusing on achieving sustainable development goals (SDGs), this research paper aims to propose a classification of values of socially responsible companies aligned with the SDGs that these companies could fulfill.Design/methodology/approachThe authors’ carried out a qualitative semiotic analysis of four companies as part of the corporate environmental communication initiative to focus on the corporate values conveyed in the messages. Using thematic analysis, the authors’ identified the SDGs achieved by their actions. By coding the values and the SDGs, the authors’ performed a top-down hierarchical classification, linking the value system to the SDGs.FindingsThis research unveils various relationships between corporate communication values and the practical implementation of specific SDGs. This paper sheds light on the central role of utilitarian values in achieving SDGs 7, 8, 9, 10, 11 and 13 and highlights the importance of existential values in reaching SDGs 8, 9, 10, 12, 11 and 17. Conversely, no utilitarian values contribute to the realization of SDGs 7, 8, 11, 13 and 17, while no existential values enable the achievement of SDGs 7, 12, 13 and 17.Originality/valueThis research makes a valuable contribution to the achievement of the SDGs by adopting a streamlined approach that aligns with specific company values. The classification of values by SDG provides an in-depth understanding of commitments toward these goals and promotes more coherent integration into corporate culture and business practices. This approach ensures that sustainable progress is aligned with the values communicated in their long-term strategy, enabling businesses to effectively address crises.
Feri, Alessandro; Ind, Nicholas Jonathan; Tjandra, Nathalia Christiani
2024 Qualitative Market Research An International Journal
This study aims to investigate the role of marketing agencies in aligning brand purpose with the Sustainable Development Goals (SDGs) in the post-pandemic era. This study explores whether and how marketing agencies delineate and execute brand purpose in a way that supports sustainable consumption and marketing models.Design/methodology/approachData were gathered from semi-structured interviews with 35 senior managers at UK-based marketing agencies. The interviews were recorded, transcribed and analysed using NVivo software for inductive coding.FindingsThe study reveals that brand purpose in the post-pandemic era is increasingly aligned with the SDGs. Marketing agencies play a pivotal role in this alignment, as they not only help to delineate and execute the brand purpose but also do so in a way that amplifies perceived authenticity in the eyes of the brand stakeholders.Originality/valueThis research underscores the significance of marketing agencies in delineating and executing brand purpose that aligns with the SDGs. It enriches the literature by illustrating how agency expertise contributes to the evolution of brand purpose, guiding businesses towards responsible marketing practices and consumption patterns that support a sustainable future.
Kaur, Mandeep; Palazzo, Maria; Foroudi, Pantea
2024 Qualitative Market Research An International Journal
Circular supply chain management (CSCM) is considered a promising solution to attain sustainability in the current industrial system. Despite the exigency of this approach, its application in the food industry is a challenge because of the nature of the industry and CSCM being a novel approach. The purpose of this study is to develop an industry-based systematic analysis of CSCM by examining the challenges for its application, exploring the effects of recognised challenges on various food supply chain (FSC) stages and investigating the business processes as drivers.Design/methodology/approachStakeholder theory guided the need to consider stakeholders’ views in this research and key stakeholders directly from the food circular supply chain were identified and interviewed (n = 36) following qualitative methods.FindingsOverall, the study reveals that knowledge, perception towards environmental initiatives and economic viability are the major barriers to circular supply chain transition in the UK FSC.Originality/valueThis research provides a holistic perspective analysing the loopholes in different stages of the supply chain and investigating the way a particular circular supply chain stage is affected by recognised challenges through stakeholder theory, which will be a contribution to designing management-level strategies. Reconceptualising this practice would be beneficial in bringing three-tier (economic, environmental and social) benefits and will be supportive to engage stakeholders in the sustainability agenda.
Gupta, Suraksha; Wei, Mingxue; Tzempelikos, Nektarios; Shin, Matthew Minsuk
2024 Qualitative Market Research An International Journal
The paper aims to explore gaps in women's empowerment in rural areas, specifically focusing on the alignment of skill development with job creation. The overarching goal is to understand how firms can contribute to achieving the 5th Sustainable Development Goal (SDG) related to women's empowerment through skill development and job creation programs.Design/methodology/approachThe paper reviews information available in various formats to analyse the existing landscape of women's empowerment, skill development and job creation in rural areas. It likely involves a literature review synthesising insights from diverse sources, including academic studies, government initiatives and reports from researchers working in the field. The methodology may also encompass an examination of success cases and challenges faced by government programs.FindingsGender disparities: Over 80% of the global impoverished population is in rural areas, with women constituting 70% of this demographic. Challenges in policy implementation: Despite women-centred policies, challenges persist in enabling rural women to recognise the potential of remunerative skills for improving their lives. Linking skills and decision-making: Scholarly work highlights the connection between remunerative skills and decision-making, emphasising the importance of financial independence for women's empowerment. Gap in job opportunities: Lack of industry and commercial setups in rural areas poses a significant challenge, hindering the recognition of the value that skill development can offer.Originality/valueThe paper reviews information available in various formats to analyse the existing landscape of women's empowerment, skill development and job creation in rural areas. It likely involves a literature review synthesising insights from diverse sources, including academic studies, government initiatives and reports from researchers working in the field. The methodology may also encompass an examination of success cases and challenges faced by government programs.
Chartrand, Marie-Eve; Bélisle, Deny; Patry-Beaudoin, Gabrielle; Cheikhrouhou, Soumaya
2024 Qualitative Market Research An International Journal
This paper aims to deepen the knowledge of consumer wellness by conceptualizing this construct in an everyday retail setting, specifically a health food store. With wellness seeking being a central theme in the positioning strategy of many food retail stores, this study aims to investigate the development of an everyday wellness pursuit in a retail setting, identify its underlying dimensions in a health food store setting and establish the key managerial drivers that nurture it in such context, from the consumer standpoint.Design/methodology/approachThe research design uses a qualitative approach. In-depth interviews with 20 customers of six multibranch health food retailers were carried out.FindingsThe findings show the holistic and multidimensional nature of wellness in an everyday consumption setting and highlight the development of physical, emotional, intellectual, social and spiritual consumer wellness in this context. They also bring to light how, in an everyday activity such as a health food retail store visit, retailers can co-create and nurture consumer wellness through their product assortment, store environment and employees’ orientation toward customer wellness.Originality/valueThe main contribution of this study lies in the conceptualization of the retail wellnesscape, defined as a retail space that consumers choose to visit in their daily lives that contribute to their holistic wellness journey. This paper emphasizes both the importance and the feasibility of cultivating consumer wellness on an everyday basis, for both consumers and retailers, while it has traditionally been associated with more occasional and out of the ordinary settings such as wellness tourism.
Zha, Dongmei; Foroudi, Pantea; Marvi, Reza
2024 Qualitative Market Research An International Journal
This paper aims to introduce the experience-dominant (Ex-D) logic model, which synthesizes the creation, perceptions and outcomes of Ex-D logic. It is designed to offer valuable insights for strategic managerial applications and future research directions.Design/methodology/approachEmploying a qualitative approach by using eight selected product launch events from reviewed 100 event videos and 55 in-depth interviews with industrial managers to develop an Ex-D logic model, and data were coded and analysed via NVivo.FindingsResults show that the firm’s Ex-D logic is operationalized as the mentalizing of the three types of customer needs (service competence, hedonic excitations and meaning making), the materializing of three types of customer experiences and customer journeys (service experience, hedonic experience and brand experience) and the moderating of three types of customer values (service values, hedonic values and brand values).Research limitations/implicationsThis study has implications for adding new insights into existing theory on dominant logic and customer experience management and also offers actionable recommendations for managerial applications.Originality/valueThis study sheds light on the importance of Ex-D logic from a strategic point of view and provides an organic view of the firm. It distinguishes firm perspective from customer perspective, firm experience from customer experience and firm journey from consumer journey.
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