This paper focuses on the long-term monitoring and evaluation of a management development programme. Specifically concerned with the evaluation of the case study as a learning method, the paper discusses the problems involved in the long-term evaluation of outcomes and briefly outlines the preceding two stages. The authors devise an innovative approach to outcomes evaluation based on the Critical Incident and Life History methods, and discuss their research results. Finally, the authors consider the benefits of the approach and its future use in long-term evaluation.
Culture is an important factor that influences how marketing interacts with food choice. This study aims at exploring the effect of consumers’ Country of Origin (COO) on wine representations and perception using Chenin blanc as a model. The first objective was to evaluate the role of origin in the construction of the representation. We used the theoretical framework of social representation to compare South African (SA) and French consumers’ representations via a word association task. The results indicated that SA representations are dominated by consumers’ experience of the wine (sensory and emotional dimensions), whereas French representations are dominated by the wine itself, in particular its origin and mode of consumption. The second objective was to evaluate the effect of origin on wine categorization in two conditions: with and without information concerning the two geographical origins of the samples. Results showed that providing information on the origin of the wines affected French participants more than SA participants. In both conditions, the groups of wines formed in the sorting tasks by SA participants were based on sensory descriptors and appeared not to be impacted by the information on origin. In contrast, providing information on the origin of the wines to French participants led to an increased use of the words “Loire”, “South Africa” and “familiar” suggesting a different sorting strategy more deliberately based on the origin of the wines. Our findings have important implications for the marketing and export activities within the wine industry.
Most studies of market development have concentrated on the private sector. This paper, in contrast, focuses on the not-for-profit sector by analysing market development in the British public library sector. This paper firstly presents a summary of the nature and extent of marketing develop ment in the library services sector. The paper continues by addressing the issue of why some local authorities under take a high level of marketing activity, while others do very little. A wide range of potential influences on the degree of marketing activity, both at the macro and micro level, was empirically analysed. This study concludes that the level of marketing activity is highly influenced by both the range of services offered by the local authority and the presence of a marketing function within a specific organisation.
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