Index of Paper Presentations for the Parallel Sessions - Academy of ...

This study employs strategic management concepts to analyze social marketing efforts, toidentify gaps, and to propose solutions so that the effectiveness of the marketing efforts isenhanced in the future. Specifically, our study investigates how the nation‘s capacity orgovernance impacts its ability to manage an infectious disease. To do so we move away from theearly conception of the nation‘s capacity that focused on elements such as sovereign integrity,financial resources, loyal and skilled officials, and stable administrative-military control(Skocpol, 1985). Our understanding of nation‘s capacity or governance is in line with more recentdevelopments which argues that the governance is dependent on four interlinked capacities(Grindle, 1996): institutional, technical, administrative and political. The institutional capacityembodies the rules and enforceable mechanism that guide the nation‘s political and economicactivity. The technical capacity is the ability to design and implement macro policies. Theadministrative capacity is the bureaucratic system that allows the state to administer itsinfrastructure for development and social welfare. Finally, the political capacity entails themechanism through which stakeholders can manifest their claims and resolve their issues.We focused on technical and administrative capabilities as they relate to the design andimplementation of social marketing programmes and initiatives related to the fight againstHIV/AIDS in India. Specifically, they relate to our main concern, the governance structureadopted by the Government of India (GOI) and the set of capabilities needed to properly run it.This has been overlooked by previous social marketing studies as well as by those pertaining toHIV/AIDS. Our approach is both managerial and theoretical, for which we relied on twomainstream strategic management theories, transaction cost (Williamson, 1991) and resourcebasedview (Barney, 1991; Wernerfelt, 1984). We argue that these theories, although developedfor the firm, are useful in the study of the GOI and HIV/AIDS as the social marketingprogrammes undertaken by the GOI consist of economic transactions in which otherorganizations (e.g. social marketing organizations [SMOs] and community-based organizations[CBOs]) are invited to participate. Our managerial contributions stem from the need to develop