3 resultados para marketing dilemmas

em Universitätsbibliothek Kassel, Universität Kassel, Germany


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Ricinodendron heudelotii (Baill.) Pierre ex Pax. kernel (njansang) commercialization has been promoted by the World Agroforestry Centre (ICRAF) in project villages in Cameroon with the aim to alleviate poverty for small-scale farmers. We evaluated to what extent development interventions improved the financial situation of households by comparing project and control households. The financial importance of njansang to household livelihoods between 2005 and 2010 was investigated through semi-structured questionnaires with retrospective questions, focus group discussions, interviews and wealth-ranking exercises. The importance of njansang increased strongly in the entire study region and the increase was significantly larger in project households. Moreover, absolute numbers of income from njansang commercialization as well as relative importance of njansang in total cash income, increased significantly more in project households (p < 0.05). Although the lower wealth class households could increase their income through njansang trade, the upper wealth class households benefited more from the projects' interventions. Group sales as conducted in project villages did not lead to significantly higher prices and should be reconsidered. Hence, promotion of njansang had a positive effect on total cash income and can still be improved. The corporative actors for njansang commercialization are encouraged to adapt their strategies to ensure that also the lower wealth class households benefit from the conducted project interventions. In this respect, frequent project monitoring and impact analysis are important tools to accomplish this adaptation.

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Collective action has been used as a strategy to improve the benefits of smallholder producers of kola nuts in Cameroon. Despite demonstrated benefits, not all producers are involved in the collective action. The presented study used a modified Technology Acceptance Model (TAM) namely the Collective Action Behaviour model (CAB model) to analyse kola producers’ motivation for collective action activities. Five hypotheses are formulated and tested using data obtained from 185 farmers who are involved in kola production and marketing in theWestern highlands of Cameroon. Results which were generated using Partial Least Squares (PLS) approach for Structural Equation Modelling (SEM) showed that farmers’ intrinsic motivators and ease of use influenced their behavioural intent to join a group marketing activities. The perceived usefulness that was mainly related to the economic benefits of group activities did not influence farmers’ behavioural intent. It is therefore concluded that extension messages and promotional activities targeting collective action need to emphasise the perceived ease of use of involvement and social benefits associated with group activities in order to increase farmers’ participation.

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In many real world contexts individuals find themselves in situations where they have to decide between options of behaviour that serve a collective purpose or behaviours which satisfy one’s private interests, ignoring the collective. In some cases the underlying social dilemma (Dawes, 1980) is solved and we observe collective action (Olson, 1965). In others social mobilisation is unsuccessful. The central topic of social dilemma research is the identification and understanding of mechanisms which yield to the observed cooperation and therefore resolve the social dilemma. It is the purpose of this thesis to contribute this research field for the case of public good dilemmas. To do so, existing work that is relevant to this problem domain is reviewed and a set of mandatory requirements is derived which guide theory and method development of the thesis. In particular, the thesis focusses on dynamic processes of social mobilisation which can foster or inhibit collective action. The basic understanding is that success or failure of the required process of social mobilisation is determined by heterogeneous individual preferences of the members of a providing group, the social structure in which the acting individuals are contained, and the embedding of the individuals in economic, political, biophysical, or other external contexts. To account for these aspects and for the involved dynamics the methodical approach of the thesis is computer simulation, in particular agent-based modelling and simulation of social systems. Particularly conductive are agent models which ground the simulation of human behaviour in suitable psychological theories of action. The thesis develops the action theory HAPPenInGS (Heterogeneous Agents Providing Public Goods) and demonstrates its embedding into different agent-based simulations. The thesis substantiates the particular added value of the methodical approach: Starting out from a theory of individual behaviour, in simulations the emergence of collective patterns of behaviour becomes observable. In addition, the underlying collective dynamics may be scrutinised and assessed by scenario analysis. The results of such experiments reveal insights on processes of social mobilisation which go beyond classical empirical approaches and yield policy recommendations on promising intervention measures in particular.