NCCC_OLD65: Indicators of Social Change in the Marketplace: Producers, Retailers and Consumers
(Multistate Research Coordinating Committee and Information Exchange Group)
Status: Inactive/Terminating
NCCC_OLD65: Indicators of Social Change in the Marketplace: Producers, Retailers and Consumers
Duration: 10/01/2006 to 09/30/2011
Administrative Advisor(s):
NIFA Reps:
Non-Technical Summary
Statement of Issues and Justification
Changing market, environmental, and policy forces continue to create social change in the marketplace impacting producers, retailers and consumers. Members of NCCC-65 are committed to fostering research and dialogue as a means of understanding and explaining marketplace changes that impact the consumer-marketplace interface. Participants in this multi-state effort are well-positioned to address two of the North Central cross-cutting research areas, specifically, (a) Economic Development and Policy and (b) Social Change and Development.
The forces of change in the marketplace are many and varied ranging from technology and its impact on the dynamics of the buyer-seller interface to the complexity of an increasingly diverse consumer in terms of age, ethnicity, life stage, and lifestyle. In addition, political and geopolitical realities have created an uncertain market environment making it difficult for retailers and producers to plan and prompting consumers to take a cautious stance as a reaction to threats to their personal and economic security (Retail Forward, 2003).
Dramatic changes have threatened the well-being of society. This has affected producers, retailers, and consumers in the marketplace. For example, shifting demographic trends, such as the decline in rural populations, have fueled a decline in the number of small retail outlets, resulting in fewer goods and services available within a reasonable driving distance (Stone, 1989, 1995; Vias, 2004). An example of changes in producer functioning is the last totally self-contained textile mill in the United States. This mill, located in rural Minnesota, is searching for new product development methods to maintain its market share. In addition, communities are fearful of big-box retailers like Wal-Mart; however, we know from research that communities with a big-box retailer can survive and even thrive if small retailers can reposition to distinctive market niches. Grocery retailers also exist in a hostile marketplace: online orders and loyalty programs are expectations, mass merchants threaten market share, and the economic outlook is uncertain ("Grocery Retail," 2005).
Rural areas dependent on an agricultural economy are witnessing enormous changes as the need for agricultural labor decreases, global competition increases, and the introduction of new technologies stimulates continuous changes in how business is transacted. Rural regions face many challenges in re-defining and re-tooling themselves for the present and prospective economy (Kalomiris, 2003). As agriculture's share of the rural economy declines, entrepreneurship, innovation, and small business vitality are likely to be the future sources of competitiveness and growth for rural areas (Manrique, L. , Mathieson, M. , Yeung, O. & Johnston, K., 2005).
Critical to development of strategies for rural economic growth is awareness not only of the dramatic changes, but also of the uncertainties and resistance to change that frequently characterizes rural communities. Effective research-based programs are needed that maximize rural assets and acknowledge liabilities along with an awareness of diversity across today's rural regions (Acs & Malecki, 2003).
To address existing and emerging issues related to social change in the marketplace, NCCC-65 has focused on increasing the overall quality, quantity, and competitiveness of research related to social change in the marketplace by initiating systematic efforts to strengthen the research focus and infrastructure. Early in 2000, the NCCC-65 group led an effort to identify priority topics that textiles and apparel scholars were well-positioned to address. Four themes emerged as part of this initial planning effort. They include: 1) Technology and Its Impact on Consumer/Retailer/Producer Actions in the Marketplace 2) Society's Impact on Appearance/Image and Consumer Apparel Choices, 3) Consumer Choices in the Marketplace and Implications for Health, Safety, and the Environment, and 4) Societal and Government Pressures for Social Responsibility and Their Impact on Consumer/Retailer/Producer Actions. NCCC-65 served as a catalyst for the formation of the professional organization, Educators for Socially Responsible Apparel Business (ESRAB). ESRAB is gaining momentum through its ongoing research and outreach activities. To strengthen the research infrastructure, a programmatic five-year effort was implemented. The goal was to increase the number of researchers receiving external funding to generate knowledge and move the research agenda forward in this critical and dynamic area of inquiry. Four targeted workshops/presentations were held in four areas of the U.S. to assist scholars in order to increase the quality and competitiveness of their research. NCCC-65 collaborators have initiated research to address these priority areas; nevertheless a continuing effort to facilitate and promote collaboration and partnerships is needed.
As an outgrowth of these previous efforts NCCC-65 aims to focus its objectives for 2006 through 2011 on three key areas of social change in the marketplace. The first area is technology and its impact on consumer/retailer/producer actions in the marketplace. Topics of interest include but are not limited to the pervasive lack of technological and business knowledge and skills in rural areas and how consumers and marketers are coping with fast changing technologies. The second area is society's impact on consumer demand for goods and services to improve human well being. Collaborative work and information exchange will focus on US consumption changes resulting from emerging trends that create new consumer needs and preferences such as changing values, increasing obesity, aging, increasing number of minorities/ethnicities, immigration and populations shifts (i.e., exurban and in-urban migration; natural disasters). The third area is economic linkages among consumers, retailers, and producers to enhance community development. Member efforts in this area will focus on establishing (exploring) new linkages among family businesses, entrepreneurs, communities, and local and regional markets and designing strategies to develop human capital.
Addressing research questions focused on social change in the marketplace requires new research techniques and strategies as well as a collaborative model for conducting research. Thus, a multi-state effort engaging scholars representing a diversity of expertise will encourage the development of science-based information for consumers, retailers, and producers and solutions beyond any one state. A multi-disciplinary approach is essential to continue the dialogue and information exchange regarding social change in the marketplace. NCCC-65 members represent diverse areas of research and inquiry such as consumer behavior, e-commerce, rural retailing and entrepreneurship, textile recycling, anthropometric study of body shape for sizing, body scanning for product development, aesthetics, and obesity stereotypes. Current members represent a range of institutional types and geographic regions. Also, members bring expertise regarding the effect of social change on different systems (e.g., family, community, economic, social).
Over the next five years, the committee will set research priorities on issues related to social change in the marketplace, identify strategies to increase rigor of research methods/empirical techniques, provide opportunities to build partnerships, develop mutual interests, and collaborate at the national level, and share and critique new ideas and research results.
The area of interest, social change in the marketplace, is complex and requires a range of expertise and viewpoints in order to conceptualize research problems/questions, design appropriate research strategies/methods and implement research. Working collaboratively within the NCCC-65 multi-state committee and facilitating opportunities for interaction with the broader community of scientists working in this area will result in new research directions and priorities. Specific issues and problems associated with social change in the marketplace may be unique to one state or locale yet their resolution may apply regionally or nationally. Scientists' capability will be increased by a multi-state information exchange that facilitates the sharing of expertise and viewpoints, the creation of partnerships and collaborative relationships, and by the critique and review of new ideas and research results.
Objectives
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Set research priorities for multi-state and national work on emerging issues relevant to Social Change in the Marketplace.
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Identify strategies to increase the rigor of the research methodology and empirical techniques used to study Social Change in the Marketplace.
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Provide an opportunity for scholars to build partnerships, develop mutual interests, and foster collaborative national research efforts on Social Change in the Marketplace.
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Share and critique new ideas and new unpublished data regarding issues related to Social Change in the Marketplace.
Procedures and Activities
1. To address Objective 1 NCCC-65 members will:
a. develop and submit a proposal for a Special Topics session at the 2006 International Textile and Apparel Association (ITAA) meeting in San Antonio, TX to identify emerging issues relevant to Social Change in the Marketplace (i.e., technology and its impact on consumer/retailer/producer actions in the marketplace; society's impact on consumer demand for goods and services to improve human well being; economic linkages among consumers, retailers, and producers to enhance community development)
b. develop and submit a proposal (to USDA-NRI) to fund a workshop (which could be a virtual conference), building on topics identified at the 2006 ITAA meeting, to set research priorities for regional and national work on emerging ideas related to social change in the marketplace
c. develop a listserv for sharing information and brainstorming on research ideas related to social change in the marketplace
2. To address Objective 2, NCCC-65 members will:
a. conduct an inventory of NCCC-65 and ITAA member research skills
b. discuss a topic/theme at each NCCC-65 meeting by sharing one way to address the topic/theme including research method, theory, strategy,
c. share institutional events and programmatic research initiatives
3. To address Objective 3, NCCC-65 members will fund, develop, and execute a workshop on setting research priorities for regional and national work. (See Objective 1b)
4. To address Objective 4, NCCC-65 members will:
a. share current research efforts related to one of the topic/themes at each yearly NCCC-65 meeting
b. share new research articles and websites via the NCCC-65 listserv year-round
Expected Outcomes and Impacts
- For Objective 1: The outcome of the Special topics session at ITAA, the workshop, and of the listserv will be the creation of a forum for researchers and practitioners (e.g., producers, retailers and rural development professionals) to identify and discuss research priorities related to Social Change in the Marketplace. Impacts: Participating scientists will have a resource to tap for fundable ideas for research relating to Social Change in the Marketplace. Those participating in the workshop will build partnerships and develop mutual interests resulting in new collaborative research efforts. Scientists who are isolated or unaware of others' interests in the same topics will be able to develop research partnerships.
- For Objective 2: The outcome of the inventory will be a web-based expertise list distributed via the NCCC-65 website. The outcome of the discussion and sharing will be an exchange of information among NCCC-65 members and other researchers and practitioners using the web-based expertise list regarding research strategies and empirical techniques. Impacts: The open exchange of information and ideas at the annual meeting may provide helpful suggestions regarding strategies not previously considered. Input from a variety of scientists with expertise in multiple research strategies and empirical techniques will raise the level of the work by scientists in this area.
- For Objective 3: The outcome of the workshop will be new collaborative research projects by NCCC-65 members and others working in this area. Publication of original research and review articles pertaining to Social Change in the Marketplace, including collaborative publications with other scientists. Impacts: The opportunity for scholars and practitioners to build partnerships and develop mutual interests will result in new collaborative research efforts focused on Social Change in the Marketplace. Scientists who are isolated or unaware of others' interests in the same topics will be able to develop research partnerships. Research outcomes related to issues and problems of Social Change in the Marketplace will benefit producers, retailers and consumers (e.g., knowledge to cope with fast changing technology, understanding consumer needs and preferences, improving human well-being, establishing new linkages).
- For Objective 4: The outcome of the sharing and critique of new ideas and unpublished results will be an increase in scholarly exchange of information among scholars/researchers. Impacts: The exchange of information and ideas at the annual meeting and via the listserv will result in useful resources for scientists and practitioners and may stimulate further research ideas for implementation. Multiple scientists sharing resources will inevitably result in more and better ideas than one scientist working alone.
Projected Participation
View Appendix E: ParticipationEducational Plan
National Workshops and Special Topic sessions at professional meetings will increase linkages to scholars interested in social change in the marketplace and serve to disseminate information about this important area of research. Proceedings from the National Workshops and the Special Topic Session will be distributed via the websites of the sponsoring groups (e.g., itaaonline.org). In addition, NCCC-65 members will distribute science-based information for producers, retailers and consumers via their state-based networks (e.g., Extension faculty and electronic communication systems) and peer-reviewed publications. NCCC-65 members will make a special effort to include scholars from Historically Black Colleges and Universities, Hispanic serving institutions and other diverse institutional types in its activities.
Organization/Governance
The committee will follow the recommended Standard Governance for multistate research activities, which includes the election of a Chair, a Chair-elect, and a Secretary. All officers are to be elected for at least two-year terms to provide continuity. Administrative guidance will be provided by an assigned Administrative Advisor and a CSREES Representative.
Literature Cited
Acs, Z. J., & Malecki, E. J. (2003) 'Entrepreneurship in Rural America: The Big Picture.' Center for the Study of Rural America, Federal Reserve Bank of Kansas City, Conference Proceedings. April 28 and 29, 2003. Kansas City, Missouri, 21-29.
Grocery Retail (2005, November 30). Quickly respond to customer demand and build loyalty through a superior shopping experience. Retrieved November 30, from http://www.pc.ibm.com/store/solutions/grocery.html
Kalomiris, P. (2003). 'Innovative State Policy Options to Promote Rural Economic Development.' NGA Center for Best Practices, Economic & Technology Policy Studies.
Manrique, L., Mathieson, M., Yeung, O. & Johnston, K. (2005). Crafting a Competitive Future: Capitalizing on Rural America. Des Moines, IA: Federal Home Loan Bank and SRI International. Retrieved November 29, 2005, from http://www.sri.com/policy/csted/reports
Retail Forward (2003). Twenty Trends for 2010: Retailing in an Age of Uncertainty. Retail Forward, Inc.: Columbus, OH.
Stone, K. E. (1995, June). Rural retailers: Competing with the mass merchandisers. Paper presented at the Rural Retailing Symposium, Snowbird, UT.
Stone, K. E. (1989, May). A study of small Iowa towns with successful retail sectors. Ames: Iowa State University, Department of Economics.
Vias, A. C. (2004). Bigger stores, more stores, or not stores: Paths of retail restructuring in rural America. Journal of Rural Studies, 20, 303-318.