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

manufacturer/stockist to NGOs and a pre-determined quota is sent to them irrespective of theircapacity or demand.‖Additionally, the government lacked the monitoring capabilities (i.e. intangiblecapability) to ensure the social marketing agencies delivered on their part of the deal. Theproblem associated with monitoring is that it is difficult to measure. Responding to a questionrelated to challenges in creating and implementing contraceptive social marketing policies inIndia, a central government official discussed,―…they [social marketing agencies] will tell you what efforts have been made inbehaviour change communication programmes. (They) sell a family planning product or give itfor free, (I always wonder) how do they ensure that (condoms/pills) are used, how do theymotivate (consumers) that (condoms/pills) are used?‖The lack of capabilities to resolve these measurement problems resulted in ameasurement system that was disconnected from the transaction particulars of the NACP andfrom the governance structures that NACO required based on the NACP stages. A clear exampleof this is the distribution of free and subsidized condoms through social marketing organizations.The indicator used by the government to measure the success of the program is the number ofcondoms distributed regardless of where they are distributed. In this respect, a representativefrom an international SMO argues,―I subscribe to this Freakonomics theory of incentives, that everyone has incentives to actin a different way. If you ask NGOs that work with sex workers, how many sex workers they areworking with, that number tends to be high. And that‘s partially because they are paid by thenumber of sex workers they work with, and when we go to the same spot and try to count we getmuch lower numbers.‖In addition, this approach to monitoring creates another challenge - lack of stakeholderengagement and coordination. Lack of coordination and monitoring of stakeholders gets