A taxonomy of prestige-seeking university students: strategic insights for higher education

This study explores the importance of psychographic characteristics as potential segmentation bases in the higher education sector. In particular, we develop a taxonomy of university students based on their achievement orientation and prestige sensitivity. The study analyses the survey data obtained from 948 respondents using cluster analyses and multiple analysis of variance (MANOVA), indicating interesting findings. Three distinct clusters emerge, namely Strivers, Modest Achievers and Prestige-seeking Innovators. Findings reveal that Prestige-seeking Innovators have a more positive attitude towards the university, whereas Strivers have the strongest sense of regret over their decision to enrol at their current university and would seize the opportunity to enrol in a more prestigious university. The taxonomy is highly relevant to marketers of higher education institutions as it gives insights into potential bases for segmentation, positioning and communication strategies targeting the specific characteristics of each segment.

Framing the private land conservation conversation: Strategic framing of the benefits of conservation participation could increase landholder engagement

How conservation messages are framed will impact the success of our efforts to engage people in conservation action. This is highly relevant in the private land conservation (PLC) sector given the low participation rates of landholders. Using a case study of PLC schemes targeted at Australian landholders, we present the first systematic analysis of communication strategies used by organisations and government departments delivering those schemes to engage the public. We develop a novel approach for analysing the framing of conservation messages that codes the stated benefits of schemes according to value orientation. We categorised the benefits as flowing to either the landholder, to society, or to the environment, corresponding to the egoistic, altruistic and biospheric value orientations that have been shown to influence human behaviour. We find that messages are biased towards environmental benefits. Surprisingly, this is the case even for market-based schemes that have the explicit objective of appealing to production-focussed landholders and those who are not already involved in conservation. The risk is that PLC schemes framed in this way will fail to engage more egoistically oriented landholders and are only likely to appeal to those likely to already be conservation-minded. By understanding the frame in which PLC benefits are communicated, we can begin to understand the types of people who may be engaged by these messages, and who may not be. Results suggest that the framing of the communications for many schemes could be broadened to appeal to a more diverse group (and thus ultimately to a larger group) of landholders.

Co-production of service experiences: insights from the cultural sector

Purpose: The increased involvement of customers in their experience is a reality for all service organisations. The purpose of this paper is to explore the way organisations collaborate with customers to facilitate consumption of cultural experiences through the lens of co-production. Although organisations are typically an integral part of the co-production process, co-production is typically considered from a consumer angle. Aligned with the service ecosystem perspective and value-in-cultural context, this research aims to provide greater insight into the processes and resources that institutions apply to co-produce experiences with consumers and the drivers and inhibitors of such processes. Design/methodology/approach: Case study research with three exemplar organisations, using in-depth interviews with key informants was used to investigate the processes organisations follow in co-producing the service experience with customers, as well as the drivers and inhibitors of organisational co-production of the service experience in the cultural sector. Findings: The findings illuminate that cultural organisations are co-producing the service experience with their customers, as revealed through a number of key processes: inviting customers to actively participate in the experience, engaging customers and supporting customers in the co-production of the experience. Increasingly demanding consumers and a changing competitive landscape are strong external drivers of co-production. Visionary leadership and consumer-focussed employees are internal factors impelling organisations to co-produce experiences with consumers. A strong curatorial orientation, complex organisational structure, employee attitude and capability gaps and funding constraints are impediments towards organisations co-producing experiences with consumers. Originality/value: This paper addresses a gap in Service-Dominant logic theory, arts/cultural marketing and broader services marketing literature by proposing a broadened conceptualisation of co-production of the service experience. This conceptualisation can be used as a platform to derive strategic imperatives for managers of service organisations. The findings highlight the key practices and resources that are central to organisations co-producing experience with customers. In this way, greater understanding of institutional logics and practices that underpin experience co-production emerges.