The Application of Social and Value Marketing in Performance Management & Human Resource Development: The Case of KAYRA Fashion

Abstract

This study sheds the light on the application of social marketing principles in promoting universal values. It explores the relationship between the promotion of values to workers and the workplace performance. KAYRA was chosen as a case study. It is an international fashion retail company whose core values are tightly aligned with its business strategy. A one-month social marketing campaign was conducted in three branches in the Middle East: Kuwait, Qatar and UAE. It targeted the workers in eight boutiques and focused on the promotion of work-related values such as punctuality, honesty, altruism, cooperation, accountability, diligence and teamwork. Two performance indicators were chosen: number of customers served and sales volume (expressed in the number of units sold in each boutique). Data were compared and analyzed over three months, one month before the campaign and one month during the campaign and one month after the campaign. The results indicated a positive correlation between the promotion of values to sales staff and overall performance at the boutiques. Data analysis revealed an average increase of 20 % in the number of customers served by sales staff who were exposed to the promotion campaign. In addition, the average number of units sold in the participating boutiques increased 5.6%. Although this is a small increase in comparison to the former performance indicator, the study opens up horizons for social marketing of “values” to trigger positive behavior and enhance employees overall performance. The study recommends incorporating planned social marketing campaigns for performance management and human resources development.