John Weber

This paper looks at a variety of factors that continue to influence the changing marketplace in regards to gender differences. Some of these factors include education, income, generational differences, and family dynamics as they evolve and redefine traditional gender roles and spending patterns. Relevant marketing strategies for both genders are offered, which include issues such as the appropriate types of marketing promises and themes that should be used for each gender. Finally, the implications associated with the choice of various media channels, and the correlation with sub segments within the genders, are discussed.

Abstract This study conceptually and empirically develops a scale that measures perceptions of environmental risk (PER). PER is a measure that is different from the measure of environmental knowledge but equally important because people tend to act on their perceptions regardless of whether they are accurate. A reliable and valid assessment of perceived environmental risk is important for environmental education because it will provide a general overview of the present state of perceptions regarding environmental risk, and it will provide measures of specific environmental issues. Therefore, this type of scale either can provide a comprehensive measure for environmental education programs or can measure specific selected items that apply to certain situations or programs, or both. Administrators and teachers could use this scale to indicate the effectiveness of environmental education programs. We define perceptions of environmental risk as a general measurement of risk which assesses the degree to which one perceives danger, peril, or hazards to either self, community, society, or all three, in regard to specific environmental issues. In developing this scale, we used various heterogenous groups across multiple studies to affirm the scale's validity and reliability.

Purpose This article proposes a new disruptive innovation in healthcare through the development of a physician assistant business model, which can be most readily applied in vulnerable rural health care settings. Design/methodology/approach This study reviews the current state of the health care system in terms of physician assistant utilization and primary care shortages in rural communities. The study proposes that the physician assistant-owned and -operated primary care business represents a disruptive innovation, via the application of the five principles of Clayton Christensen’s (1997) thesis on disruptive innovation. Findings Considering the current state of the health care industry, the study logically defends the proposed model as a disruptive innovation in that it: focuses on an underserved market, has lower costs, has few competitors, offers high quality and provides a sustainable competitive advantage. Practical implications The physician assistant business model is a viable solution for providing primary care for rural communities with educational, financial, transportation and other resource limitations. Originality/value This is a unique application of the theory of disruptive innovation, which illustrates how a new business model can solve a chronic shortage in primary care, especially in underserved populations.