Connect with us

Strategies

Do marketers matter for entrepreneurs?

Because small-scale businesses form the commercial backbone of most emerging markets, their performance and development are critically important. And marketers’ positive impact on the businesses highlights the need for the field’s increased presence in emerging markets.

Published

on

Photo by Dominika Roseclay from Pexels.com

Can marketers help improve the world? While this question may seem vast and unknowable, a new study proposes otherwise, stating that marketers can help entrepreneurs in emerging markets grow their businesses. And flourishing entrepreneurs in these markets can then improve lives, sustain livelihoods, enhance overall living standards, and strengthen societies.

Researchers from the University of Texas, University of Chicago, University of Notre Dame, and London School of Economics published a new paper in the Journal of Marketing that examined whether entrepreneurs in emerging markets can benefit from marketers’ help. The study, appearing in the Journal of Marketing, is titled “Do Marketers Matter for Entrepreneurs? Evidence from a Field Experiment in Uganda” and is authored by Stephen Anderson, Pradeep Chintagunta, Frank Germann, and Naufel Vilcassim.

Entrepreneurs are ubiquitous in emerging markets. In 2010, more than 31% of the adult population in Uganda, the setting for the study, was either starting a business or running a business less than four years old. However, many emerging market entrepreneurs struggle to make ends meet and their firms’ growth rates are low, stifling the positive impact they could have on society. The low growth rates seem to result from most businesses being undifferentiated and failing to attract customer interest.

Marketing helps firms differentiate by attempting to answer the question, “Why should the customer buy from the firm and not elsewhere?” Thus, the need to examine whether entrepreneurs in emerging markets can benefit from marketers’ help.

To test marketers’ effect on emerging market entrepreneurs, the researchers conducted a randomized controlled field experiment with 930 Ugandan businesses. The experiment allowed them to examine the impact of a business support intervention in which international professionals from varying functional backgrounds (e.g., marketing, consulting) volunteered time to help small-scale entrepreneurs. Results show volunteer marketers are effective at helping entrepreneurs grow sales, profits, assets, and employees. Specifically, compared to control firms, the entrepreneurs supported by volunteer marketers grew monthly sales by 51.7% on average, while their monthly profits improved by 35.8%, total assets increased by 31.0%, and paid employees rose by 23.8%. An analysis of interactions between volunteers and entrepreneurs indicates the marketers spent more time on product-related topics than other volunteers during the intervention.

Furthermore, analyses indicate the marketers helped the entrepreneurs focus on premium products to differentiate in the marketplace.

As Anderson explained, “Because small-scale businesses form the commercial backbone of most emerging markets, their performance and development are critically important. And marketers’ positive impact on the businesses highlights the need for the field’s increased presence in emerging markets. “

Chintagunta continued that “Given the positive and direct impact marketers can have on growth outcomes, we hope our study will motivate marketing practitioners to work with entrepreneurs and early-stage ventures in emerging markets.”

Governmental and non-governmental organizations actively serving emerging markets should also benefit from our findings when designing and implementing future business support services. Entrepreneurs should also take note of our findings and solicit marketers’ help. Finally, business schools could incorporate versions of this ‘remote coaching’ intervention into their emerging market programs with a focus on matching entrepreneurs with their marketing students. Multinationals can participate in future remote marketing coaching interventions like this, too.

“This endeavor, we believe, could be a win-win for the entrepreneurs and the multinationals: The entrepreneurs’ businesses would likely grow and the multinationals would likely have more satisfied employees, accrue corporate social responsibility-related benefits, and learn about opportunities (and threats) that exist in emerging markets” said Germann.

Strategies

‘Ugh, not that song!’ Background music impacts employees

When background music at a workplace is out of sync with what workers need to do their jobs, it can affect their energy, mood – and even performance.

Published

on

Have you ever gone to a store or a restaurant where the music was so annoying that you walked right out? Now imagine what it must be like for the employees.

In a study, researchers found that when background music at a workplace is out of sync with what workers need to do their jobs, it can affect their energy, mood – and even performance.

“Music that doesn’t fit what an employee needs to feel energized, manage emotions, and focus on task can have a real negative impact,” said Kathleen Keeler, co-lead author of the study and assistant professor of management and human resources at The Ohio State University’s Fisher College of Business. “We found that a music misfit can lead employees to feel more fatigued, have trouble focusing, and not really enjoy being at work. And that in turns prompts them to engage in behaviors that can harm the organization.”

The problem is worse for people who have difficulty screening out background noise from their environment, the study found.

It is an understudied issue, Keeler said.  About 13.5 million people work in occupations where background music is common. But the music is often chosen with only customers in mind.

“It is a mistake for managers to assume that music doesn’t affect employees,” Keeler said.

The study was published online in the Journal of Applied Psychology.

Study in focus

The researchers conducted two studies. One study involved 166 full-time workers who participated online. Before they began, participants rated how much they needed four features of music: volume, speed, complexity and emotional intensity. The participants then listened to one of two playlists while they conducted a creativity task.

One playlist was upbeat, happy pop music with moderate complexity. The other was slower, more somber music played at a lower volume.

After completing the task, participants rated how much the music they heard fit their needs for volume, speed, complexity and emotional intensity.

Results in focus

The findings showed participants experienced a negative impact if the characteristics of the playlist they listened to was out of sync with what they said they needed. Those who had a music misfit showed a decrease in pleasant feelings and emotions and also more cognitive depletion – a feeling of mental exhaustion, Keeler said.

The problem was particularly acute for people referred to as non-screeners. “Stimulus screening” is the ability to focus on one sensory input at a time. Non-screeners have difficulty doing that and – in this case – were unable to ignore the music in the background while they concentrated on their task.

“The bad effects of music misfit are worse for those who are non-screeners,” Keeler said. “They have difficulty blocking out the music and so they feel less positive emotion and feel more depleted after listening to the music that was out of sync with what they needed.”

The second study was a real-world sample of 68 workers in health care offices, retail stores and dining halls where background music was a feature of their everyday work life. Participants completed three email surveys every day for three weeks about their musical needs, the music they heard, their moods, cognitive depletion and various actions at work.

The findings confirmed results of the first study and added another wrinkle: Music misfit had an impact on job performance.  Participants were more likely to act in ways that hurt the company – and less likely to do positive things – on days when they felt out of sync with the music they heard.

Music affects actions

Negative actions could include working more slowly, talking negatively about the workplace with other employees, and pilfering office supplies. Positive actions included helping a fellow worker on a project that was outside their direct responsibilities.

“It can affect the bottom line of companies if their employees are not being productive because they are being drained and distracted by the music they hear all day,” Keeler said. “Their performance suffers.”

The results suggest that employers need to take into consideration the musical wants and needs of their employees.

“Employers should try to strike a balance between making sure their music appeals to both customers and employees, because this is not a trivial matter,” Keeler said.  “If their employees aren’t happy, that is not going to be good for the business.”

Employers can also ensure there are places in the workplace where employees can escape the music during their breaks. In addition, they could invest in earbuds using smart technology that allows wearers to hear conversations from customers while screening out some background noises, including music.

And while this was not a focus of this study, the results also suggest that workers may be happier and more productive if they are allowed to listen to their own music when appropriate.

Let them listen to their music

“I know some managers are reluctant to allow employees to listen to their own music, but our research suggests that there are a lot of benefits, including productivity, engagement and well-being,” she said.

Harshad Puranik of the University of Illinois-Chicago was co-lead author.  Other co-authors were Yue Wang of the University of Illinois-Chicago, and Jingfeng Yin of The Hong Kong, Polytechnic University.

Continue Reading

Strategies

Crucial electrical safety advice for customers 

Before getting started on outdoor projects, it is important to be aware of the electrical safety hazards you may encounter.

Published

on

Spring is about to arrive, and the longer days will inspire business owners to get outdoor projects underway. But before getting started, it is important to be aware of the electrical safety hazards you may encounter.

“Starting on outdoor projects is a great way to welcome the warmer weather, but it’s crucial to be aware of potential electrical hazards at home,” said Tim Frankenberg, fire safety engineer for the St. Louis-based Ameren Corporation. “A little prevention goes a long way in keeping your family safe.”

The St. Louis-based Ameren Corporation recommended four electrical safety hazards to avoid this spring:

Electric equipment near water

Water and electricity don’t mix, so a great rule of thumb is to keep electric equipment at least 10 feet away from wet areas. You should also plug into ground fault circuit interrupters (GFCIs), which are designed to shut off the power as needed to prevent a shock. These are typically found in kitchens, bathrooms, garages and outdoors. It is highly encouraged that GFCIs are tested monthly. 

Underground utilities

You can disrupt utility service, including electric, natural gas and more, and even put your life in danger by failing to have underground utility lines clearly marked before digging. Plan the simple do-it-yourself projects that may seem small, including planting trees or installing a mailbox.

Overhead power lines

Stay clear of power lines and wires when trimming vegetation, raising ladders and performing outdoor home maintenance. Always assess your surroundings while trimming or working in your yard or simply call a certified professional to safely handle the work. Remain at least 10 feet away from any overhead power line near your home. 

Indoor electrical cords and electronics for outdoors

Before plugging into an exterior electrical socket, double-check that your cords, lights or fans are rated for outdoor use. Look for labels on packaging that clearly mark them as suitable for outdoor use. Also, avoid running cords through door or window openings where they can be damaged, and pair them with GFCIs instead. 

Continue Reading

Strategies

How your business can cut costs related to plumbing

Business owners should take proactive measures to identify and fix plumbing leaks heading into the warmer months.

Published

on

Business owners should take proactive measures to identify and fix plumbing leaks heading into the warmer months.

“Warmer temperatures are headed our way as spring begins to take hold,” Levi Torres of High 5 Plumbing, Heating, Cooling & Electric said. “Pretty soon, air conditioners will stay on a little longer and energy bills will begin to rise. One of the best ways to offset those costs is to check your plumbing for any leaks that could be increasing water usage.”

According to the EPA, people wastes nearly 10,000 gallons of water every year due to unknown leaks in the home, offices, et cetera. In addition, 10% of establishments waste 90 gallons or more per day.

To help your business cut costs related to plumbing, the experts at High 5 recommend the following tips to help recognize plumbing leaks:

  • Check the flapper in the toilet periodically to ensure it isn’t old or worn out. This can cause the toilet to silently leak thousands of gallons of water a year or cause it to flush on its own. Replacing the flapper can be an easy, cost-effective way to prevent toilet leaks.
  • Inspect the washers and gaskets on your faucets. Old washers can be a primary culprit for leaky faucets, causing a home to waste more than 3,000 gallons per year.
  • Check the showerhead for frequent dripping after usage. A showerhead that drips 10 times per minute can waste over 500 gallons per year. Simply tightening the connection or replacing the showerhead can be a cheap option to prevent leaks.

“While some simple leaks can be prevented by replacing small parts, it’s always important to call a licensed plumber if you suspect you have major leaks inside your home,” said Torres. “Leaks behind a wall or with a water heater can be much more complicated and need professional attention. If left untreated, they can cause thousands of dollars worth of damage. Never leave a leak left untreated.”

Continue Reading
Advertisement
Advertisement

Like us on Facebook

Trending