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Extra resources for 2011 AMA Winter Educators’ Conference: Marketing Theory and Applications

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Padel, Susanne and Carolyn Foster (2005), “Exploring the Gap Between Attitudes and Behavior: Understanding Why Consumers Buy or Do Not Buy Organic Food,” British Food Journal, 107 (8), 606–25. Soler, Francisco, Jose M. Gil, and Mercedes Sanchez (2002), “Consumers’ Acceptability of Organic Food in Spain,” British Food Journal, 104 (8/9), 670–87. Tagbata, Didier and Lucie Sirieix (2008), “Measuring Consumer’s Willingness to Pay for Organic and Fair Trade Products,” International Journal of Consumer Studies, 32 (5), 479–90.

References are available upon request. edu 22 American Marketing Association / Winter 2011 TAKING TOO MUCH FOR GRANTED: ISSUES WITH THE PRESENTATION OF SWOT ANALYSIS IN UNDERGRADUATE MARKETING TEXTBOOKS Robert F. Everett, Merrimack College, North Andover Carolyn Gardner, Kutztown University of Pennsylvania SUMMARY SWOT Analysis is a simple analytical tool that is used extensively in both academia and practice. While not taking a position regarding the ongoing debate in the literature regarding SWOT’s efficacy, we believe that because SWOT is so extensively used, it is our responsibility as marketing educators to ensure that our students understand SWOT, appreciate its capabilities and limitations, and know how to use the tool in practice.

Edu 12 American Marketing Association / Winter 2011 THE SEPARATE WORLDS OF MARKETING SCIENCE AND PRACTICE: DIFFERENCES IN EVALUATING RESEARCH Johannes Hattula, University of St. Gallen, Switzerland Sven Reinecke, University of St. Gallen, Switzerland Jasmin Eberharter, University of St. , Lee and Greenley 2010; McAlister 2006; Reibstein et al. 2009). Given scholars’ often intensive efforts to highlight the practical relevance of their research and their frequent emphasis that following their managerial recommendations could lead to superior organizational success, this observation is surprising.

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