Het platform voor open en praktijkgericht onderzoek

product

Positioning Strategies for Animal-Friendly Products: A Social Dilemma Approach

Many consumers express concerns about the welfare of animals in agriculture, but often refrain from purchasing animal‐friendly alternatives that address their concerns. To support consumers in making choices in line with their values and attitudes, this study approaches consumer animal‐friendly product choice as a dilemma between maximising the buyer’s self‐interest and maximising societal interest. To address this social dilemma, we developed and tested positioning strategies that reinforce the animal welfare label with complementary consumption values (functional, emotional, social and epistemic). The results from a choice experiment with Dutch chicken meat shoppers showed that two strategies ‐ emotional and epistemic ‐ effectively increase consumer value perceptions. These insights imply that animal‐friendly products positioned to invoke emotion or curiosity drive consumers towards animal‐friendly product choices, and that these strategies are most effective for consumers who base their choice solely on maximising either self‐interest or societal interest

PDF

product

Brand positioning

This book contains a framework for setting up a brand positioning.

LINK

product

Addressing the social dilemma in animal-friendly product choice with positioning strategies

Presented at 7th International Conference on the Assessment of Animal Welfare at farm group level

PDF

product

Brand Positioning

Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning and strategy.Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises.This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company’s brand.Erik Kostelijk is Associate Professor of Marketing at the Amsterdam School of International Business of the Amsterdam University of Applied Sciences, the Netherlands. He has teaching, research and professional experience in China, USA, Lithuania, France, Spain and Italy. He is the designer and author of the Value Compass, a method to assess the influence of values on branding.Karel Jan Alsem is Professor in Marketing at Hanze University of Applied Sciences in Groningen, the Netherlands, and is Lecturer in Marketing at the University of Groningen, the Netherlands. He is also a brand consultant. He has published in several academic journals and has written multiple marketing books, including Applied Strategic Marketing (Routledge, 2019).

PDF

product

Positioning Social Work in a Socially Sensitive Society.

As a practitioner, a manager and a scientist in social work for 40 years, I am still intrigued by the social work positioning and legitimating processes. Its recognition by users and financiers is often diffuse and its fragmentation sometimes hinders effective interventions. In social work itself, we see a range of positioning processes, most of them either legitimating social work as a promoter of social justice, a supporter of emancipation and anti-oppressive practice, or positioning social work as a therapeutic approach, treating people with socio-psychological and psychiatric disorders. Social work is often promoted as a ‘real’ profession, in need of formal recognition and in need of a precise profile. In this article it will be argued that the core of social work is about supporting people in their social functioning and should position itself in the centre of the post-modern quest: the social-psychological disorientation, the lack of meaning, and the problems of isolation and exclusion. Modern professionalism is not about demarcating and regulating but much more about ‘Entgrenzung’ and openness.

PDF

Positioning Social Work in a Socially Sensitive Society.

product

Practice of Awake Prone Positioning in Critically Ill COVID-19 Patients-Insights from the PRoAcT-COVID Study

We describe the incidence, practice and associations with outcomes of awake prone positioning in patients with acute hypoxemic respiratory failure due to coronavirus disease 2019 (COVID-19) in a national multicenter observational cohort study performed in 16 intensive care units in the Netherlands (PRoAcT−COVID-study). Patients were categorized in two groups, based on received treatment of awake prone positioning. The primary endpoint was practice of prone positioning. Secondary endpoint was ‘treatment failure’, a composite of intubation for invasive ventilation and death before day 28. We used propensity matching to control for observed confounding factors. In 546 patients, awake prone positioning was used in 88 (16.1%) patients. Prone positioning started within median 1 (0 to 2) days after ICU admission, sessions summed up to median 12.0 (8.4−14.5) hours for median 1.0 day. In the unmatched analysis (HR, 1.80 (1.41−2.31); p < 0.001), but not in the matched analysis (HR, 1.17 (0.87−1.59); p = 0.30), treatment failure occurred more often in patients that received prone positioning. The findings of this study are that awake prone positioning was used in one in six COVID-19 patients. Prone positioning started early, and sessions lasted long but were often discontinued because of need for intubation.

PDF

Practice of Awake Prone Positioning in Critically Ill COVID-19 Patients-Insights from the PRoAcT-COVID Study

product

Ethnographic strategies for making the familiar strange: Struggling with ‘distance’ and ‘immersion’ among Moroccan-Dutch students

Ethnographic fieldwork is a balancing act between distancing and immersing. Fieldworkers need to come close to meaningfully grasp the sense-making efforts of the researched. In methodological textbooks on ethnography, immersion tends to be emphasized at the expense of its counterpart. In fact, ‘distancing’ is often ignored as a central tenet of good ethnographic conduct. In this article we redirect attention away from familiarization and towards ‘defamiliarization’ by suggesting six estrangement strategies (three theoretical and three methodological) that allow the researcher to develop a more detached viewpoint from which to interpret data. We demonstrate the workings of these strategies by giving illustrations from Machteld de Jong’s field- and text-work, conducted among Moroccan-Dutch students in an institution of higher vocational education.

PDF

Ethnographic strategies for making the familiar strange: Struggling with ‘distance’ and ‘immersion’ among Moroccan-Dutch students

product

Board talk: How members of executive hospital boards influence the positioning of nursing in crisis through talk

Talk by members of executive hospital boards influences the organizational positioning of nurses. Talk is a relational leadership practice. Using a qualitative‐ interpretive design we organized focus group meetings wherein members of executive hospital boards (7), nurses (14), physicians (7), and managers (6), from 15 Dutch hospitals, discussed the organizational positioning of nursing during COVID crisis. We found that members of executive hospital boards consider the positioning of nursing in crisis a task of nurses themselves and not as a collective, interdependent, and/or specific board responsibility. Furthermore, members of executive hospital boards talk about the nursing profession as (1) more practical than strategic, (2) ambiguous in positioning, and (3) distinctive from the medical profession. Such talk seemingly contrasts with the notion of interdependence that highlights how actors depend on each other in interaction. Interdependence is central to collaboration in hospital crises. In this paper, therefore, we depart from the members of executive hospital boards as leader and “positioner,” and focus on talk— as a discursive leadership practice—to illuminate leadership and governance in hospitals in crisis, as social, interdependent processes.

MULTIFILE

Board talk: How members of executive hospital boards influence the positioning of nursing in crisis through talk

product

Can Marketing Increase Willingness to Pay for Welfare-Enhanced Chicken Meat? Evidence from Experimental Auctions

Consumer concern for animal welfare is currently not fully reflected in the market share of welfare-enhanced meat. A possible solution is developing marketing strategies that emphasize personally relevant benefits such as taste and curiosity, instead of having a sole focus on sustainability-related benefits, since existing research indicates that the former are more appealing to most consumers. This study tests strategies positioning welfare-enhanced meat as personally relevant in a real-life experiment and how consumer attitudes towards eating meat influence reactions to the positioning strategies. The study conducts experimental auctions with 101 Dutch university students, manipulating the positioning strategy and a certified animal welfare label and measuring participants’ willingness to pay (WTP) for a lunch meal with chicken meat. Results indicate that all manipulations significantly increase consumer WTP, with higher WTP for certified labels than for the positioning strategy, and the highest WTP for the combination of both elements (without providing evidence for an interaction effect). This implies that companies should combine positioning strategies that emphasize personally relevant benefits with certified labels. Since the effectiveness of such strategies may be limited for consumers with conflicting feelings towards meat, some care should be taken when designing awareness campaigns about the effects of meat consumption

PDF

Zoekresultaten

Producten 3.723

Positioning Strategies for Animal-Friendly Products: A Social Dilemma Approach

Brand positioning

Addressing the social dilemma in animal-friendly product choice with positioning strategies

Brand Positioning

Positioning Social Work in a Socially Sensitive Society.

Practice of Awake Prone Positioning in Critically Ill COVID-19 Patients-Insights from the PRoAcT-COVID Study

Ethnographic strategies for making the familiar strange: Struggling with ‘distance’ and ‘immersion’ among Moroccan-Dutch students

Board talk: How members of executive hospital boards influence the positioning of nursing in crisis through talk

Can Marketing Increase Willingness to Pay for Welfare-Enhanced Chicken Meat? Evidence from Experimental Auctions

Projecten 1

Doughnut-Architecture

Navigeer naar

Categorieën

Filters

Producten 3.723

Positioning Strategies for Animal-Friendly Products: A Social Dilemma Approach

Brand positioning

Addressing the social dilemma in animal-friendly product choice with positioning strategies

Brand Positioning

Positioning Social Work in a Socially Sensitive Society.

Practice of Awake Prone Positioning in Critically Ill COVID-19 Patients-Insights from the PRoAcT-COVID Study

Ethnographic strategies for making the familiar strange: Struggling with ‘distance’ and ‘immersion’ among Moroccan-Dutch students

Board talk: How members of executive hospital boards influence the positioning of nursing in crisis through talk

Can Marketing Increase Willingness to Pay for Welfare-Enhanced Chicken Meat? Evidence from Experimental Auctions

Projecten 1

Doughnut-Architecture