bluuebunny/crossref_metadata_2025_split huggingface dataset:
Vodafone marketing communications
Authors: Kumar Namita N. 
Published: November 2014

Subject area
Integrated advertising, promotion and marketing communications.

Study level/applicability
The case has been developed for use in marketing communication as well as strategic brand management courses of MBA and/or PGDM programmes. It high/ights the fact that generating interest amongst customers is not the only task of marketing strategists but conversion of such interest into an effective purchase is what the marketing department should be looking for.

Case overview
The case takes the students through the journey of Vodafone's marketing communication since its introduction in the Indian market. It gives the reader a briefing as to how Vodafone has grown in the past few years - the changes in communication strategies involved to propagate the product; the integrated marketing communications that have he/ped Vodafone increase its customer base considerably. As mentioned by Marten Pieters, CEO of Vodafone Essar, India is an emerging market and it is necessary for Vodafone not on/y to increase its customer base but a/so to generate revenues. Therefore, his di/emma is how to bring about the perceptual connect with customers which induces them into product usage.

Expected learning outcomes
The area of integrated advertising, promotion and marketing communications is an integral part of marketing. It forms the foundation of creating effective marketing programmes that in turn helps develop positive product perception in the minds of the customers. It also helps the student understand the role of customizing the marketing communication according to the target audience and the importance of integrating advertising with not only the promotional activities but also other newer forms of marketing communications. The case has been structured to achieve the following learning objectives: the role of marketing communications in creating and building brand Vodafone; understanding the importance and key elements of Vodafone's Zoozoo ad campaign relating it to Vodafone's communication strategies; and the effect of marketing communication on the customers' perception about the brand.

Supplementary materials
Teaching notes are available. Please consult your librarian for access.
Ethical decision making in a critical development phase
Authors: Chen Hao , Zheng Xiaoming , Liu Lijuan 
Published: November 2014

Subject area
Ethical decision making, business ethics.

Study level/applicability
This case is applicable to MBA, EDP and EMBA courses.

Case overview
TOREAD, a professional provider of outdoor equipment in China, started in business by producing and selling tents. To meet market demand, TOREAD expanded its product line which ranges from outdoor durable tent products to “pan-outdoor” products including footwear and clothing. During the critical expansion phase, TOREAD was challenged by a quality problem in a batch of outsourced sandals that had been manufactured by a contracted supplier. By researching different options and going through an ethical decision making process, TOREAD made the choice of destroying all “problem sandals”. Since then, TOREAD has focused development on product quality improvement and product innovation to establish a sustainable brand image and generate social benefits. TOREAD's decision making in the critical development phase helped it to become the leader in the outdoor product industry in China.

Expected learning outcomes
This case may be used for courses such as business ethics and strategy. By learning this case, students can understand the process of making ethical decisions when facing moral dilemmas among corporate decision makers, employees and relevant interested parties, and learn how to make strategic decisions to balance company profit growth and social benefits in critical development phases.

Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Feixiang to FOTILE: growth of a family business
Authors: Liu Jianchang , Heler Kathryn Carlson 
Published: November 2014

Subject area
Strategy.

Study level/applicability
The case is suitable for upper level undergraduate business and MBA students.

Case overview
FOTILE, one of the fam ily businesses in Zhejiang, Ch ina, has now become the leading brand in the Ch ina kitchen appliance industry and has successfully entered into the global market. It has gone from a traditional family business in the 1980s to a modern enterprise because of the successful transformation from the first generation (Father: Lixiang Mao) to the second generation (Son: Zhongqun Mao) and the blending of a family business with the modern enterprise system. They both have strong beliefs that family businesses have their own advantages, but they have different ways and strategies of running the business. The case describes the process of how the father and his son worked together designing the strategies to successfully grow FOTILE.

Expected learning outcomes
The case is a vehicle for exploring strategies to operate a family business, to successfully develop a sustainability model, to manage a growing company through its entrepreneurial stage, and to merge western business culture with Chinese Confucian culture. It should help students to: explore strategies of managing/leading a family business and transferring successfully the business from one generation to the next; understand the importance of marketing, focusing on overall strategy and sustainability; know how to identify market opportunities, exhibit start-up intent, perform start-up planning, mission development, and feasibility analysis, and acquiring initial resources; and appreciate the close link between culture and strategy.

Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or e-mail support@emeraldinsight.com to request teaching notes.
A new business model to Chinese style agricultural industrialization
Authors: Wang Zheng , Lin Guiping 
Published: November 2014

Subject area
Start-ups in emerging markets, entrepreneurship, business models and strategy.

Study level/applicability
The case is suitable for MBA and EMBA graduate and undergraduate students in strategic management, finance and the relevant areas.

Case overview
This case provides a real-life entrepreneurial situation in agricultural industry in China. The protagonist of the case is the founder and CEO of the start-up Harvest Agricultural Technology and Development Company Limited (Harvest). From his perspective, the case depicts the current business environment for private companies in China, and presents the opportunities and challenges a new start-up faces in this environment. Agricultural industry plays an important role in the Chinese economy. Especially because in China land is owned by the state or collective, agricultural industrialization has more significance and experiences greater difficulties. The company in the case explores the situation of integrating the different stakeholders of agricultural production and delivery given the current political and economic environment. The case describes the characteristics and quality that a typical Chinese entrepreneur has and questions why such factors matter so much in China. The case emphasizes the strategic planning process of Harvest and its unprecedented business model design. The case also touches upon the growth pattern of entrepreneurial companies in China. All the above issues deserve discussion and in-depth analysis.

Expected learning outcomes
After studying this case, students should be able to: describe the business environment in China and identify the stakeholders of the agricultural industry in China; describe the process and value chain of agriculture production and delivery by adopting management models if necessary; discuss the personality and quality of the founder and CEO and compare his characteristics with that of western entrepreneurs and analyse why these characteristics are helpful (or detrimental) to the start-up company; analyse the development of business model designs, and identify the merits, drawbacks and risks of each version of business model; analyse the competitive advantages of Harvest, and identify the key resources and capacities with management models if necessary; discuss different possibilities of Harvest's future with evidence and process analysis; discuss whether the business model and the development strategy of Harvest are applicable to other companies or industries; discuss how setting the goal of going public on the first day Harvest was founded will affect the development of the company; and compare the business models of Harvest with other companies serving as a platform in a different industry (i.e. Taobao marketplace).

Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
A multi-agency evaluation of the Leeds Dual Diagnosis care co-ordination protocol
Authors: Bell Richard 
Published: November 2014

Purpose
– The purpose of this paper is to demonstrate the learning from the multi-agency evaluation of the Leeds Dual Diagnosis Care co-ordination protocol undertaken by the Leeds Dual Diagnosis (DD) Project in 2013. The evaluation aimed to identify the prevalence of people with DD accessing network member services, and to identify the standard of care network members provided for people with DD in relation to the Leeds Care Co-ordination Protocol.

Design/methodology/approach
– The evaluation adopted a service evaluation methodology and included features of real world research. Two standardised self-completion questionnaires were administered using Survey Monkey™ software.

Findings
– The majority of service could provide prevalence data however the quality of data provided was significantly impacted by the limitations of client management systems. Completion of specific DD training beyond basic awareness was generally low and many participants were confused about the different levels of training available. Standards of care varied, a substantial amount of joint working was taking place via informal pathways which relied on established relationships and trust between practitioners and services. Jointing working was often informal when people were not under the Care Programme Approach.

Research limitations/implications
– Due of the methodological choices the evaluation cannot be considered impartial. The prevalence data gathered lacks robustness and does not reflect the number of people who meet clinical threshold for DD as valid screening tools were not used by all services. The standards of care identified only reflect practitioner's personal views and do not provide a definitive answer to the standard of care being delivered. The response rate in relation to standards of care was low with large amounts of missing data negatively impacting the external validity of data gathered.

Practical implications
– The completion of this evaluation demonstrates that it is extremely challenging to undertake a multi-agency evaluation with limited resources. It has highlighted key challenges and areas for future development locally in relation to DD. The themes explored are likely to be of interest to commissioners, service managers, DD consultant nurses and anyone involved in the strategic development of DD.

Originality/value
– The evaluation has generated information which is of practical significance to local commissioners and Leeds DD Network Members. The knowledge and learning from this evaluation has subsequently been used by the Leeds DD Strategy Group to inform the new action plan for the DD Project, the re-commissioning of substance misuse services and the new mental health framework being developed for Leeds.
Changes in Australian injecting drug users’ mental health problems and service uptake from 2006-2012
Authors: J.R. Stewart Benjamin , Sindicich Natasha , Turnbull Deborah , M. Andrews Jane , A. Mikocka-Walus Antonina 
Published: November 2014

Purpose
– The purpose of this paper is to assess changes in rates of mental health problems and service utilisation for Australian regular injecting drug users (IDUs) from 2006 to 2012.

Design/methodology/approach
– Data were taken from Illicit Drug Reporting System national surveys with 914 regular IDUs in 2006 and 883 in 2012. Changes in rates of self-reported mental health problems and service use were assessed.

Findings
– Rates of self-reported mental health problems increased from 38.3 per cent in 2006 to 43.7 per cent in 2012 – mainly due to increases in anxiety rates. Conversely, there was a decrease in mental health service use from 70.2 to 58.4 per cent by 2012. However, there was a proportional increase in the use of psychologists. These trends remained after controlling for socio-demographic and medical differences between the 2006/2012 samples. K10 scores for 2012 participants validated the use of the self-report measures.

Practical implications
– Reductions in stigma, improvements in mental health literacy, and modest increases in anxiety may explain increases in self-report of mental health problems. Stagnant service utilisation rates in an expanding population willing to self-report may explain decreasing service use. The introduction of key mental health reforms also may have contributed, particularly with the increase in psychologist access. This paper highlights the need for improved population monitoring of mental health in disadvantaged groups such as IDUs.

Originality/value
– This paper is the first to assess changes in mental health outcomes over time in Australian IDUs. This examination covered a critical era in the mental health landscape, with significant increases in public awareness campaigns and major mental health reforms.
The diffusion of new products in Latin America: a new comparative approach
Authors: Fenech Javier Palacios 
Published: November 2014

Purpose
The purpose of this study is to examine the diffusion pattern of new products in Latin America, and to compare the results of principal component analysis with other descriptive approaches.

Design/methodology/approach
The author studies the introduction of eight new products in nine Latin American countries, analysing their diffusion rate, market potential, adoption and take-off. He performs a principal component analysis and presents a biplot. The results obtained are compared using the Mantel test.

Findings
The results indicate that the approaches used are complementary. The biplot describes 92 per cent of the explained variance. Except for a few cases, in general, the diffusion pattern in Latin America is mainly determined by cross-country wealth differences.

Research limitations/implications
This study only analyses durable goods, and does not include any Central American country.

Practical implications
This study helps companies to predict which will be the characteristics of the diffusion pattern of other new products and to forecast their future sales.

Social implications
This study helps public actors to decide how to segment the Latin American market when implementing policies that encourage the diffusion of new products.

Originality/value
This research extends our current knowledge on the diffusion of innovations in emerging and less developed countries. This is the first study to compare the characteristics of innovation diffusion patterns in Latin America.
Marketing innovations in the agribusiness sector
Authors: Geldes Cristian , Felzensztein Christian 
Published: November 2014

Purpose
The purpose of this article is to analyse the characteristics and determinants of marketing innovation in companies, using the agribusiness sector as a case study due its economic and social importance in Latin America.

Design/methodology/approach
Data refer to the VI Innovation Survey undertaken in Chile (2010), based on the OECD guidelines. The authors compare the determinants of innovation in marketing, first among the agribusiness sector and other sectors of the economy, and then comparing their determinants using logistic regressions on other types of innovations in the agribusiness sector.

Findings
There are differences in the determinants of marketing innovation between agribusiness and other economic sectors. Also, there are differences in relation to the organisational, process and product innovations in the agribusiness sector.

Research limitations/implications
The results imply the need for further study of marketing innovation and its relationship to other innovations considering different economic sectors and territories.

Practical implications
Business strategies and public programs that promote innovation should consider the differences between types of innovations.

Originality/value
This paper highlights and differentiates the marketing innovation with respect to other types of innovations—a topic not widely developed, especially in the agribusiness sector and in emerging countries.
Why hedge currency exposure with foreign currency debt?
Authors: Vivel‐Búa Milagros , Otero‐González Luis , Fernández‐López Sara , Durán‐Santomil Pablo 
Published: November 2014

Purpose
Using hedging theories, we analyse the variables that determine the decision to hedge with foreign currency debt.

Design/methodology/approach
Using a sample of 100 Spanish companies with a significant social and economic role in Latin American during 2004‐2007, we estimated probit models for panel data.

Findings
Our results showed that the main determinants are scale economies and the use of derivatives. On the one hand, we found that this hedging is positively related to tax loss carry‐forwards and long‐term economic sectors, and on the other, that it is related negatively to information asymmetries and growth opportunities. Results were mixed for foreign currency exposure.

Research limitations/implications
The limitations of this paper are associated to the availability of information from annual reports and the SABI database, especially the variables in relation to operational hedging. Therefore, as a future line of research, we propose gathering of data on these internal hedging practices in order to obtain more accurate evidence about its use in companies and their relationship with financial hedging.

Originality/value
This paper makes three major contributions to the existing literature. First, it contributes by illustrating currency hedging practices used by Spanish firms – which are important in Latin markets – to manage exchange rate exposure in. Second, we used more variables for the empirical analyses to contrast the hedging theories than previous studies had. Finally, we used a data panel because it allows the control of unobservable heterogeneity and endogeneity problems. Previous studies only used cross‐section estimations.
Editorial
Authors: Ogliastri Enrique 
Published: November 2014

Abstract
This issue includes five contributions from six countries; four of these are revised versions of the best works presented at the Business Association of Latin American Studies Congress (BALAS), in 2012. The first article is a study of the effectiveness of price promotion strategies in retail chains across Chile; a topic of growing importance in Latin America. The second is a study of the literature on the accounting treatment of the decision to buy or lease with option to buy, which is a topic that reflects international changes in accounting practices that will take place as from 2013. The third contribution is a case study of the strategy of Miss Venezuela, an organisation of the Cisneros group that has become an icon of overwhelming success in international beauty contests. The fourth article narrates the difficulties faced by a Brazilian restaurant chain in their internationalisation process through the master franchises concept. The last contribution is the Britt case study, telling the story of a Costa Rican company founded by an innovating North American businessman. The article recounts the company's interesting process of development in international business and the complex strategic decisions it faced when it came to the subsequent steps to be taken in international markets. Although all the articles are in English, Academia is multilingual. As from 2013, all its articles will be available in their original language as well as in English.

Resumen
Este número incluye cinco contribuciones originadas en seis países, cuatro de las cuales son versiones revisadas de los mejores trabajos presentados en el congreso de la Business Association of Latin American Studies (Balas) de 2012. La primera contribución es un estudio sobre la efectividad de las estrategias de promoción de precios en cadenas detallistas en Chile, un tema de creciente importancia en América Latina. La segunda es un estudio de la literatura sobre el tratamiento contable de la decisión de comprar o de realizar un arrendamiento con opción de compra (lease), tema que refleja el cambio internacional en las prácticas contables que ocurrirá a partir de 2013. La tercera contribución es el caso de la estrategia de Miss Venezuela, la organización del grupo Cisneros que se ha constituido en un icono en Venezuela por su éxito avasallador en concursos internacionales de belleza. El cuarto es un caso que narra las vicisitudes de una cadena brasileña de restaurantes con la internacionalización mediante el concepto de máster de marca. La última contribución es el caso Grupo Britt N.V., empresa fundada por un empresario estadounidense en Curazao y Costa Rica, que ha tenido un interesante desarrollo de negocios internacionales y se enfrenta a decisiones estratégicas complejas sobre sus siguientes pasos en los mercados mundiales. Aunque todos los trabajos están en inglés, Academia es multilenguaje. A partir de 2013 todos los artículos de la revista están disponibles en inglés, además de su idioma original.
Organic products in Brazil: from an ideological orientation to a market choice
Authors: Dalcin Dionéia , R. Leal de Souza A^ngela , B. de Freitas João , D. Padula Ântonio , Dewes Homero 
Published: November 2014

Purpose
– The purpose of this paper is to analyse the evolution of the production and commercialisation of organic products in Brazil since 1980.

Design/methodology/approach
– The literature review in this study assesses scientific papers, studies conducted by Brazilian and international institutions, and trade news related to the evolution of the production and commercialisation of organic products. The analysis is based on theories of consumer behaviour and competitive strategies.

Findings
– The results provide evidence that the organic food market in Brazil was initially based on social ideology and a movement that was opposed to conventional farming; however, since 1980, the supply and demand patterns have changed. The commercialisation of organic products since the turn of the decade has expanded beyond ideological motivation and into the Brazilian agribusiness sector. The main reasons for this expansion are changes in preferences by the Brazilian consumer, a substantial number of whom have become more concerned with the nutritional value and quality of the food they eat. This study also demonstrates that in Brazil, as well as in other countries, organic products have become a market trend.

Research limitations/implications
– The limited research material concerning the ideological aspects of production and trading of organic products is a factor to be considered with respect to this study.

Originality/value
– The presentation of comparative elements for two phases of organic agricultural development in Brazil, especially by the establishment of comparative elements, provide value and originality to this study.