This book provides students with a clear and concise guide to studying undergraduate courses in qualitative consumer research and ethnography. The authors present the major qualitative research approaches used in consumer and marketing research as well as practical procedures and theoretical aspects of research design, report presentation etc. In addition to that a weekly study guide, including comprehensive reading lists, completes the book.

The student's future as a knowledge worker is the starting point of this book on the philosophy of science. With this in mind, the book combines a review of philosophical positions and problems with practical examples and perspectives gained from everyday challenges faced by knowledge workers in their businesses and organisations.

This book offers a toolkit of methods and technologies to undertake qualitative research on digital spaces. Unlike commonly used traditional methodological strategies, which are 'retrofitted' to digital spaces, Qualitative Research in Digital Environments offers researchers a set of 'digitally native' tools that are designed for online social environments. Thanks to a broad range of cases including Louis Vuitton, YouTube and the concept of 'hipsterism', this text illustrates the practical applications of techniques and tools over the most popular social media environments. This book will be a valuable guide to qualitative research for marketing students, researchers and practitioners, as well as a central reference point for tutors in the growing field of Digital Sociology.

Shopping Enjoyment bildet einen strategischen Ansatzpunkt fur den stationaren Handel, um sich von Anbietern des e-Commerce abzuheben. Auf der Basis eines theoretisch-konzeptionell fundierten Untersuchungsmodells werden in diesem Buch der Einfluss geschaftspolitischer Massnahmen des Handels auf Shopping Enjoyment und die Effekte hinsichtlich der kunden- und unternehmensbezogenen Erfolgsgroessen analysiert. Im Rahmen der empirischen Untersuchung wird ausserdem untersucht, unter welchen Bedingungen die Wirkungszusammenhange zwischen Shopping Enjoyment und seinen Determinanten starker oder schwacher ausgepragt sind.

Latin American and Iberian entrepreneurship represents a special kind of innovation, risk-taking, and futuristic business activity based on a common cultural heritage. There has been an increased interest in entrepreneurship related to specific cultural groups, and this edited book will be among the first to provide a Latin American and Iberian perspective to the study of entrepreneurship, thereby acknowledging the role of the Spanish and Portuguese diaspora and language on the global economy. Each chapter will focus on a different aspect of entrepreneurship related to countries within Latin America and Iberia. By combining both geographical groups, the authors aim to provide a better understanding of how Latin culture permeates entrepreneurial business activities.

Jan Hauke Holste analyzes how a company can innovate and change its business model to the degree that it can climb up the value chain. His research synthesizes a combination of the global value chain and the business model literature to create a new framework of local firm upgrading. The findings of an empirical test of the model indicate that local firms are more than just a link within a global value chain. Each firm has a choice and inter-firm differences indicate that there is a strong firm level factor. Next to other factors, the founder is the key driver of local firm upgrading. He is possibly the most important element within a firm.

Philip Gross addresses a new opportunity for growing brands that may reside within a sponsorship alliance. Typically, brands vie for image transfer from an event or other property when entering a sponsorship engagement. Yet this practice leaves a valuable part of a sponsorship alliance unexploited. Specifically, the author infers from theories of social and cognitive psychology to propose and test a research model that accounts for a sponsor to also gain from brand attitude and personality traits innately tied to a co-sponsor of the same event. The results provide evidence for direct image transfer between two sponsor brands. Hence, pairing with a co-sponsor might fortify or dilute a sponsor brand's image depending on the expediency of the image conveyed by that ally.

It is generally understood that some effective leadership behaviors of Chinese managers differ from those of Western managers. It has also been debated controversially whether Chinese learners can benefit from Western learning approaches. Taking these two aspects into consideration, Jingjing Wang examines whether a global leadership development program from Western countries has as much impact on Chinese managers as on Western managers. She conducts the empirical study within one global corporation originating from Germany and the data were collected from Germany and China. Based on the core results of the study, implications for the globalization of leadership development are discussed.

Drawing on research from 30,000 individuals and their practical experience as intercultural management consultants, the authors provide insights into the broader landscape of intercultural management through their exploration of 4 competencies: Intercultural Sensitivity, Intercultural Communication, Building Commitment and Managing Uncertainty.

Drawing on the expertise of multi-disciplinary scholars from emerging economies, this volume aims to share fascinating perspectives on marketing communications by discussing the shift in the power of public relations, and highlighting how the small and local use communication effectively to improve performance and shares useful lessons on how to communicate hope by responding to customer emotions during uncertainties. The book contains valuable lessons and insights on communicating corporate social responsibility, effective social media communication, enacting brand purpose through communication, and using aesthetics in point-of-purchase advertising to drive purchase intention. It is the first of its kind to highlight key conceptual issues and provide critical empirical evidence on marketing communications in and from emerging economies. Corporate executives, educators, students, policymakers and businesses would find this book a useful tool on marketing communication as it lays bare some important strategic and operational insights specific to emerging markets.

The United States lost one third of its factory jobs in the past decade as jobs were outsourced offshore, mostly to Asia. Jobs that require a college degree are next to go. China will award six times as many degrees this year as they did ten years ago and any job that can be digitized will be 'tradable'. Estimates of the number of vulnerable jobs range from a low 11 million to a staggering 56 million 'middle class' jobs. The median United States household income has already dropped by seven percent since 2000 and without dramatic changes in the American workforce that trend will become a disaster for middle class Americans.

Extreme poverty continues to afflict the world, and it requires urgent action. Social innovation can be the driving force to spark change and to find common ground for shared value creation, particularly when it is directed at low-income markets. Leading companies have recently developed innovative forms of social innovation by combining three elements - the concept of shared value creation, the theory of the fortune at the bottom of the pyramid, and a corporate social entrepreneurship approach - which they use to enter low-income markets by helping to solve global challenges while simultaneously generating profits.The book identifies the main forms of social innovation: social business models, social products and social communication strategies. Further, it shows how companies can successfully implement social innovation and presents new forms of social business models that can be used to target low-income markets. Finally, the book presents key success factors related to the social product innovation process and corresponding communication.

Do you want to manufacture or trade in China? If you are looking at investing in a China manufacturing or service operation in China, then this book is for you. This Guide is a practical overview for the international businessman to understand the rules, regulations and management issues regarding establishing wholly foreign owned enterprises in China. We will help you to understand the implications of what can initially appear be a complicated and contradictory subject. This book tells you the basics of what you need to know, and point you at the structures you should use as well as some of the pitfalls. This book is the second in our new series of books on doing business in China, which will progressively cover such topics as setting up joint ventures, tax, IP and many other vital issues for foreign investors in this exciting market.

An updated and refreshed edition of the groundbreaking book that shows how people can be nudged toward decisions that will improve their lives "If you've read Nudge and think you fully grasp the concept and its uses, you are mistaken. The new edition significantly deepened my understanding of what nudges are and how they can be employed. It truly is a must-read." Robert Cialdini, New York Times bestselling author of Influence "Few books can be said to have changed the world, but Nudge did. The Final Edition is marvelous: funny, useful, and wise." Daniel Kahneman, #1 New York Times bestselling author of Thinking, Fast and Slow Since the original publication of Nudge more than a decade ago, the word "nudge" has entered the vocabulary of businesspeople, policymakers, engaged citizens, and consumers everywhere. The book has given rise to more than 200 "nudge units" in governments around the world and countless groups of behavioral scientists in every part of the economy. It has taught us how to use thoughtful "choice architecture"-a concept the authors invented-to help us make better decisions for ourselves, our families, and our society. Now, the authors have rewritten the book from cover to cover, making use of their experiences in and out of government over the past dozen years as well as the explosion of new research in numerous academic disciplines. It offers a wealth of new insights, for both its avowed fans and newcomers to the field, about a wide variety of issues that we face in our daily lives-COVID-19, health, personal finance, retirement savings, credit card debt, home mortgages, medical care, organ donation, climate change, and "sludge" (paperwork and other nuisances that we don't want and keep us from getting what we do want)-all while honoring one of the cardinal rules of nudging: make it fun!

With their word-of mouth advocacy of products or brands, superpromoters influence us and how we buy with the power of enthusiasm. Business managers should not just focus on complaining customers but they should value their enthusiastic friends: the superpromoters. By cultivating the superpromter they can more effectiviely promote their brand.

This book describes the strategies and processes of a multi-national US corporation applied in entering emerging markets around the globe. It details the structured approach, innovative ways and concerted efforts involved. Executives learned how to gain footholds in unknown territory and how to deal with complexity and diversity. This process was strongly supported by sharing of learning and resources within the company, and with the local partners, thus creating mutual added value.

Clemens Pirker addresses the frequent doubt among researchers on how to deal with extreme and outlying observations in data analysis. He draws on various scientific domains to explore possible handling alternatives and the relevance of the phenomenon. The dissertation concludes that authors may leverage their insights from given data by reporting those cases and their influence on the results.

In parallel with the recent trend towards conducting ever more surveys, there has also been a decline in response rates, making it harder to obtain the desired number of completed interviews for these surveys. Incentives used in surveys, with the aim of increasing the response rates are manifold, varying from sending letters in advance and an increasing the number of reminder calls to pre-interview payments, cash incentives, charitable donations, and the chance to win lottery prizes. This book examines the impact of incentives and methods used to increase survey response rates.