Matching Items (3)
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- All Subjects: Agriculture--Economic aspects.
- Creators: Richards, Timothy J.
- Creators: Lentz, Erin C.
Description
Private labels command a growing share of food retailers' shelf space. In this dissertation, I explain this phenomenon as resulting from "umbrella branding," or the ability of a single brand to reach across categories. Conceptually, I define umbrella branding as a behavioral attribute that describes a shopper's tendency to ascribe a performance bond to a brand, or to associate certain performance characteristics to a private label brand, across multiple categories. In the second chapter, I describe the performance bond theory in detail, and then test this theory using scanner data in the chapter that follows. Because secondary data has limitations for testing behavioral theories, however, I test the performance bond theory of umbrella branding using a laboratory experiment in the fourth chapter. In this chapter, I find that households tend to transfer their perception of private label performance across categories, or that a manifestation of umbrella branding behavior can indeed explain private labels' success. In the fifth chapter, I extend this theory to compare umbrella branding in international markets, and find that performance transference takes its roots in consumers' cultural backgrounds. Taken together, my results suggest that umbrella branding is an important behavioral mechanism, and one that can be further exploited by retailers across any consumer good category with strong credence attributes.
ContributorsTheron, Sophie (Author) / Richards, Timothy J. (Thesis advisor) / Grebitus, Carola (Committee member) / Hughner, Renee (Committee member) / Arizona State University (Publisher)
Created2014
Description
It is well understood that innovation drives productivity growth in agriculture. Innovation, however, is a process that involves activities distributed throughout the supply chain. In this dissertation I investigate three topics that are at the core of the distribution and diffusion of innovation: optimal licensing of university-based inventions, new variety adoption among farmers, and consumers’ choice of new products within a social network environment.
University researchers assume an important role in innovation, particularly as a result of the Bayh-Dole Act, which allowed universities to license inventions funded by federal research dollars, to private industry. Aligning the incentives to innovate at the university level with the incentives to adopt downstream, I show that non-exclusive licensing is preferred under both fixed fee and royalty licensing. Finding support for non-exclusive licensing is important as it provides evidence that the concept underlying the Bayh-Dole Act has economic merit, namely that the goals of university-based researchers are consistent with those of society, and taxpayers, in general.
After licensing, new products enter the diffusion process. Using a case study of small holders in Mozambique, I observe substantial geographic clustering of new-variety adoption decisions. Controlling for the other potential factors, I find that information diffusion through space is largely responsible for variation in adoption. As predicted by a social learning model, spatial effects are not based on geographic distance, but rather on neighbor-relationships that follow from information exchange. My findings are consistent with others who find information to be the primary barrier to adoption, and means that adoption can be accelerated by improving information exchange among farmers.
Ultimately, innovation is only useful when adopted by end consumers. Consumers’ choices of new products are determined by many factors such as personal preferences, the attributes of the products, and more importantly, peer recommendations. My experimental data shows that peers are indeed important, but “weak ties” or information from friends-of-friends is more important than close friends. Further, others regarded as experts in the subject matter exert the strongest influence on peer choices.
University researchers assume an important role in innovation, particularly as a result of the Bayh-Dole Act, which allowed universities to license inventions funded by federal research dollars, to private industry. Aligning the incentives to innovate at the university level with the incentives to adopt downstream, I show that non-exclusive licensing is preferred under both fixed fee and royalty licensing. Finding support for non-exclusive licensing is important as it provides evidence that the concept underlying the Bayh-Dole Act has economic merit, namely that the goals of university-based researchers are consistent with those of society, and taxpayers, in general.
After licensing, new products enter the diffusion process. Using a case study of small holders in Mozambique, I observe substantial geographic clustering of new-variety adoption decisions. Controlling for the other potential factors, I find that information diffusion through space is largely responsible for variation in adoption. As predicted by a social learning model, spatial effects are not based on geographic distance, but rather on neighbor-relationships that follow from information exchange. My findings are consistent with others who find information to be the primary barrier to adoption, and means that adoption can be accelerated by improving information exchange among farmers.
Ultimately, innovation is only useful when adopted by end consumers. Consumers’ choices of new products are determined by many factors such as personal preferences, the attributes of the products, and more importantly, peer recommendations. My experimental data shows that peers are indeed important, but “weak ties” or information from friends-of-friends is more important than close friends. Further, others regarded as experts in the subject matter exert the strongest influence on peer choices.
ContributorsFang, Di (Author) / Richards, Timothy J. (Thesis advisor) / Bolton, Ruth N (Committee member) / Grebitus, Carola (Committee member) / Manfredo, Mark (Committee member) / Arizona State University (Publisher)
Created2015
Description
ABSTRACT
Intermediating between farmers and development projects, farmers’ organizations (FOs) have the potential to improve rural market access and promote equitable growth by reducing transaction costs, strengthening producer bargaining power, and enabling collective action. Capacity building of FOs is a cornerstone of rural development policies and programs, such as the United Nations World Food Programme’s Purchase for Progress (P4P) project, which partnered with 830 FOs representing 1.7 million farmers from 2008 through 2014.
Despite significant donor investment, a unifying framework defining the concept and measurement of capacity building has eluded development practitioners. The core challenge originates from the paradigm shift away from top-down development toward participatory capacity building. Motivated by the practical difficulties encountered in ceding control to beneficiaries to enable their empowerment and self-determination, this study seeks to clarify conceptualizations of FO capacity and FO capacity building, to refine monitoring and evaluation of capacity building initiatives, and to develop and validate indicators and indices of organizational maturity and capacity.
Drawing on a critical review of the capacity building literature, this study develops an integrated, multi-level, capacity building framework and elaborates different levels of FO participation at each stage of the capacity building process. Through this lens, the research analyzes 11 organizational capacity assessment (OCA) tools and methodologies, and constructs 33 indicators of functional organizational capital to address OCA content gaps in conflict resolution, member participation, adaptive capacity, and the drivers of organizational change and collective action. The research further proposes methodological changes for increasing member participation in OCA to reduce reporting bias, to build knowledge and planning capacities, and to engender empowerment.
The indicators developed are tested on primary data gathered from P4P (treatment) and non-P4P (control) FOs in Ghana and Malawi. Results show that P4P has positively impacted the organizational capacity of participating groups, although there are regional differences. The statistical analysis validates most of the indicators and indices developed from this study’s participatory capacity building framework. Overall, this research contributes to the understanding of what FO capacity building means and how to measure it.
Intermediating between farmers and development projects, farmers’ organizations (FOs) have the potential to improve rural market access and promote equitable growth by reducing transaction costs, strengthening producer bargaining power, and enabling collective action. Capacity building of FOs is a cornerstone of rural development policies and programs, such as the United Nations World Food Programme’s Purchase for Progress (P4P) project, which partnered with 830 FOs representing 1.7 million farmers from 2008 through 2014.
Despite significant donor investment, a unifying framework defining the concept and measurement of capacity building has eluded development practitioners. The core challenge originates from the paradigm shift away from top-down development toward participatory capacity building. Motivated by the practical difficulties encountered in ceding control to beneficiaries to enable their empowerment and self-determination, this study seeks to clarify conceptualizations of FO capacity and FO capacity building, to refine monitoring and evaluation of capacity building initiatives, and to develop and validate indicators and indices of organizational maturity and capacity.
Drawing on a critical review of the capacity building literature, this study develops an integrated, multi-level, capacity building framework and elaborates different levels of FO participation at each stage of the capacity building process. Through this lens, the research analyzes 11 organizational capacity assessment (OCA) tools and methodologies, and constructs 33 indicators of functional organizational capital to address OCA content gaps in conflict resolution, member participation, adaptive capacity, and the drivers of organizational change and collective action. The research further proposes methodological changes for increasing member participation in OCA to reduce reporting bias, to build knowledge and planning capacities, and to engender empowerment.
The indicators developed are tested on primary data gathered from P4P (treatment) and non-P4P (control) FOs in Ghana and Malawi. Results show that P4P has positively impacted the organizational capacity of participating groups, although there are regional differences. The statistical analysis validates most of the indicators and indices developed from this study’s participatory capacity building framework. Overall, this research contributes to the understanding of what FO capacity building means and how to measure it.
ContributorsAmani, Sharon Mei (Author) / Aggarwal, Rimjhim M. (Thesis advisor) / Polidoro, Beth A. (Committee member) / Lentz, Erin C. (Committee member) / Arizona State University (Publisher)
Created2016