Targeted Poverty Alleviation through Marketer Empowerment in China: The Moderating Role of Marketing Capability and Political Connection

企业精准扶贫是“授人以鱼”还是“授人以渔”？

时间：9月30日（周五）10:30-12:00

地点：承泽园402教室

主讲人：王庆涛

摘要：Based on longitudinal panel datasets of Chinese listed manufacturing firms, we assess how firms utilize marketer approaches to empower targeted poverty alleviation (TPA) and contribute to the aim of comprehensively building a “Xiaokang society” in China. “Teach a man to fish” or “give a man a fish”? That’s a question for alleviating poverty. Using random effects model, we show that marketing competence empowerment enables individual in poverty to obtain viability and has a more positive effect on poverty alleviation performance, while market resource empowerment is observable and has a more positive effect on social recognition. In addition, the efficiency of marketing capability enables firms with strong ability of channel management and promotion, thus strengthening the positive effects of two marketer empowerment approaches on both poverty alleviation performance and social recognition. Moreover, political connections help firms get more useful information and supports in the process of marketer empowerment, therefore the positive effects of marketing competence empowerment and market resource empowerment are stronger when firms have a close relationship with government. This study is first empirical paper from marketing angle to provide novel insights for promoting poverty alleviation and achieving better world in emerging economies.

Key Words: Targeted poverty alleviation, empowerment theory, social recognition, marketing capability, political connection

个人简介：王庆涛，西南财经大学工商管理学院助理教授。主要研究领域为数字化营销、一带一路国际化、企业精准扶贫等，特别关注中国特色情景下的管理理论和实践问题。他目前在Journal of Business Research、International Business Review、Asia Pacific Journal of Management、Journal of International Business Policy、China Economic Journal、Multinational Business Review等国际学术期刊发表了论文多篇。同时，也获得了AIB Southeast Asia Regional Conference的最佳论文、第九届深港澳台南山博士生学术论坛一等奖等成绩。另外，他也为国际期刊如Journal of Business Ethics、Strategic Entrepreneurship Journal、Asia Pacific Journal of Management 等担任匿名评审人。