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In this paper, we draw upon the emerging view of strategic cognition and issue salience and show that CSR giving has evolved into more than an altruistic response to being asked for support, to one which is embedded in the strategic frames of management and which supports organizational identity. The managerial action as a result of such strategic cognition suggests that modern organizations are seeking to develop CSR giving processes that provide them with a competitive advantage. We draw on the resource-based view of organizations and the VRIO framework to provide the theoretical foundations for our argument that CSR implementation in the form of corporate giving to charities can be developed as a dynamic capability. This can provide a competitive advantage by allowing organizations to manage key stakeholder relationships (external and internal) more effectively with benefits which could lead to increased organizational productivity and the ability to execute strategy more effectively. We interview CSR implementation managers from large organizations in Australia and find that the CSR giving process in many firms is evolving into a more sophisticated and strategically motivated process with expectations of a return. Central to this evolution is the appointment of a CSR implementation manager who acts as a boundary spanner between the organization and its key stakeholders. We posit that this corporate investment in their role and supporting structures can lead to the better management of stakeholders by organizations through the dynamic capability of the CSR giving process. We develop a table of best practise to help guide managers entering this sphere.

Purpose - In this article, message appeals along with the moderating effect of gender are examined on frequently used measures of ad effectiveness (i.e. ad likability, attitude to the issue, and behavioral intention) in the emerging domain of pro-environmental social advertising. The paper aims to discuss these issues. Design/methodology/approach - This study employed a between-subjects 2 (gender)x3 (message appeal) factorial design, administered through a commercial online consumer panel firm based in the USA, which included 444 respondents across three markets: Australia, the UK and the USA. Findings - Results show that of three frequently used message appeals (rational, negative emotional, and positive emotional), rational ad appeals are not as effective as emotional appeals. The study also shows that females respond more strongly to negative emotional appeals than males, while there is no significant difference in how males and females responded to positive emotional or rational ad appeals. In addition, the study demonstrates that the measure of ad likability, which is frequently used as a reliable copy-test measure in commercial marketing situations, is not a valid measure of ad effectiveness in the context of social advertising. Research limitations/implications - While the study included participants from three countries, Australia, the UK and the USA, the obvious limitation of the experimental design lies in the limited sample size. Further, while the ads' cognitive processing load was kept consistent across the three conditions, it may be possible that linguistic nuances across these markets might affect the ads' processing demands from one market to another. The consistency of the study's manipulation checks, however, might serve to offer support for the copy approach taken here. Originality/value - This study reinforces previous studies in both the commercial and social marketing fields that suggest practitioners should be cautious of placing too much emp

Aim: The concept of burnout has been examined in the literature for over 35 years, and has been historically associated with those professions that deal with particularly complex cases. Although dietitians have received less attention, they face similar pressures and must cope with an environment that may not support dietetics processes. The aim of the present study was to examine the burnout level among public hospital dietitians in New South Wales (NSW) and to determine the variables associated with burnout and to compare these findings to other studies among health-care professionals. Methods: The Maslach Burnout Inventory-Human Services Survey and a demographic questionnaire were distributed to hospital dietitians employed within the NSW public hospital system during a six-week period from April to May 2011. Results: The dietitians surveyed had low to moderate burnout levels, r = 0.201 (P = 0.003). The three domains of the burnout measure, emotional exhaustion, depersonalisation and personal accomplishment, were investigated separately. The level/grading of the dietitian was associated with higher levels of emotional exhaustion with r = 0.192 (P = 0.004). Depersonalisation was negatively associated with number of children, r = −0.147 (P = 0.02), and positively associated with the number of hours worked, r = 0.154 (P = 0.021). Personal achievement was positively associated with number of children, r = 0.304 (P = 0.006), and negatively associated with the hours of work, r = −0.198 (P = 0.021). Conclusions: The main findings were the following. The career stage, the size of the hospital and hours of work were the variables significantly associated with the levels of burnout experienced by NSW public hospital dietitians. It also appeared that those dietitians with children and who work part-time experienced far less emotional exhaustion and depersonalisation than their full-time counterparts and, interestingly, part-time workers had higher levels of personal accompl

This article conceptualizes a new area for social marketing practitioners by focusing on individual behavior change that might occur within organizations. Organization-Based Social Marketing (OBSM) draws from organization change theory and internal marketing theory, while maintaining social marketing’s focus on beneficial behavior modification. The article argues that as such, OBSM represents a viable approach for organizations seeking to address the increasing demand for change strategies that promote proenvironmental behavior among their employees

The rates of death and injury amongst young novice drivers remain disproportionately higher than for any other group of licensed drivers despite a range of measures such as the Graduated Licensing System (GLS) and mass media-based safety education campaigns. To date, there has been little research examining the role of a critical reference group - parents - in influencing novice driver learning and behaviour, with studies predominantly concentrating on the role of parental supervision and the effectiveness of the GLS. In this qualitative study, learner and novice drivers and their parents were recruited take part in a series of focus groups in order to gain insight into how parents teach their children to drive and the perceived experiences of both groups. Research findings suggest the negative behaviour parents modelled conflicted with the safe driving habits they attempted to teach. The research also found parents struggled with confidence, competence and communication while acting as driving instructors. These findings are discussed from both an upstream and downstream social marketing perspective. The development of downstream interventions that focus on parents' role in shaping young drivers' attitudes could positively influence novice driver safety.

This paper outlines how marketing, though traditionally considered an enemy of sustainability, can play a role in implementing sustainable tourism. It notes the redefinition in 2007 by the American Marketing Association of marketing's aims to consider wider societal issues beyond those of clients and customers. It illustrates how the recognition of the importance of sustainable tourism at all scales of tourism activity provides marketing with an opportunity to pursue sustainability outcomes. We review the strategic tourism marketing planning process and conceptually develop a sustainability tourism marketing model that embeds sustainability considerations at each stage of the planning process. Our proposed model contributes to sustainable tourism theory development and offers a conceptual tool for managing a tourism organisation's ecological and societal footprint on the supply side and a critical opportunity for transforming consumer decision-making on the demand side, irrespective of tourism scale. A 30-cell matrix is proposed that cross-references a strong set of 10 marketing elements (product, price, promotion, place, participants, process, physical evidence, partnership, packaging and programming) against the questions posed by the triple bottom line of economic factors, the environmental and sociocultural concern, creating a check list of indicators for management purposes.

The city of Wollongong's brand image strategy, 'Wollongong City of Innovation' was implemented in 1999 and is still in use in 2010. The objective of this chapter is firstly to show how the leaders in the city of Wollongong came to realize that the image of their city had become a barrier to the city's improvement and growth. Secondly, supported by an analysis of recent interviews with some involved in the brand strategy, an explanation is provided of the process which was undertaken to gain support for, and implement, what was to become known as the city image campaign. Advice has also been obtained from some stakeholders as to what could have been done better and what more could have been done. Finally, some concluding comments are provided.

This study compares Chinese students studying in Australia and Australian domestic students on awareness and interpretation of, and attitude and behavioural intention towards the concept of corporate social responsibility (CSR), and the influence on both of studying within an environment termed "socially innovative commerce". While previous research has found that age, gender, and study major of students may influence perceptions of CSR, this rsearch found these variables are not as significant as cultural background. These findings are presented and discussed along with future research directions.

The purpose of this paper is to develop a conceptual model that can be used to describe theeffect of team-based collaborative authoring technologies on assessment strategies usedwithin subjects and curricula delivered in a transnational mode. Transnational programs andtheir related delivery and assessment practices represent a significant area of interest forhigher education providers worldwide. Transnational programs provide a major stream ofincome at a time when government investment in the sector can be inadequate and uncertain.While international education represents a major area of growth for higher educationproviders, the delivery of these programs at offshore locations can be problematic. Ourunderstanding of subject and curricula delivery offshore comes from our experience asproviders of these educational services and is set against the background of a literature reviewin this domain.The approach developed here employs communication and coordination theory as well assystems thinking applied to teaching and learning activities in general. This paper describessome communication flows and bottlenecks that occur between geographically distributedteaching staff and both culturally homogenous and heterogeneous student cohorts. This is apreliminary step in the theorisation and exploration of the effect of using collaborativewriting technologies within transnational assessment practices. This paper demonstrates that,by adopting appropriate models of social processes, new socially innovative ways to conducteducation practices can be leveraged from the application of new technical innovations (suchas wikis to facilitate collaborative authoring in assessment).

Marketers look to the concept of the marketing mix to help them create and present product offerings to target markets. Various conceptualisations of the marketing mix can be found in extant literature, from the traditional Four Ps, to seven Ps for the marketing of services, and broader frameworks for tourism marketing. In this paper we make two contributions to tourism marketing: (1) we synthesise three extant marketing mix frameworks to propose an optimal mix for tourism marketing managers, consisting of ten controllable elements; and (2) we further develop this marketing mix by cross-referencing each of its ten elements with the three elements of the triple bottom line reporting concept, People, Planet, and Profit to assist tourism marketing managers deal with critical challenges surrounding sustainability. The result, we argue, provides tourism marketers with an effective marketing mix for sustainable tourism marketing. The marketing mix is not just one functional aspect of the tourism organisation, but captures and reflects all the organisation’s values and decisions concerning sustainability, and signals these to key stakeholders. It is therefore a critical gauge of a tourism organisation’s sustainability stance, vital for differentiating tourism brands on a key performance attribute.

A pilot study of services for children with disabilities conducted in the Illawarra (Noble et al.2005) identified a basic lack of awareness on the part of parents and carers about available services. In particular, there was a lack of awareness of the availability of different support services, application processes to acquire assistance, information about specific disabilities,and the location of various support services. The study indicated that there was no centralsource of information for parents and carers of children with a disability in the Illawarra. Instead, parents and carers had to learn about these issues by `word of mouth', raising issues of information accuracy and timeliness. The study identified a real and pressing need for thecreation of a user-friendly `one-stop shop' for all disability information needs and recommended that a comprehensive online resource be created. Along with information, anonline resource would provide the tools to assist in the planning and management of the child's disability over time.The purpose of this paper is to describe a prototype portal supporting a virtual community that might serve as a one-stop shop for parents and carers of children with disabilities. The potential organisation and utility of this type of virtual community will be described byreferring to a model which was developed from the virtual community literature and theneeds identified in Noble et al. 2005. The limitations of portal technology to support a virtual community of parents and carers of children with disabilities will also be discussed.

From the initial diagnosis parents of children with a disability need timely and accurate information to effectively manage their child’s condition. Focussing on the findings of a collaborative research project examining the needs of parents of children with a disability (0- 12 years) the study identifies several information related factors adding to parental stress levels. These include a lack of awareness of support services, application processes, and disability specific information. To overcome the limitations of existing information delivery approaches we propose creating a wiki-based virtual community to serve as a user friendly “one-stop shop” for carers . Such a community would give them greater access to the lived experience and empathy of other parents who have successfully managed their childs condition.