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.

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.

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.

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.

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.

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.

Decades of stagnating demand for beer and the emergence of global brewing conglomerates had seen many of Britain's longstanding breweries disappear and a decline in the diversity of beer styles on offer. However, following similar developments in the USA and Australia, the emergence of new craft breweries in the UK, producing small batch beers in an ever-increasing range of styles has re-vitalised the industry. Supporting employment both within brewing and hospitality while contributing to the cultural and economic fabric of society, the emergence of this craft beer revolution deserves greater scholarly attention than it has received to date. Researching Craft Beer enhances theoretical and practical understandings of craft beer both within the UK and beyond. This edited collection is interdisciplinary in nature and will appeal to a wide range of scholars, practitioners, and enthusiasts of craft beer. Chapters authored from a range of business, sociology and law perspectives examine the production, sale, values, serving and cultural significance of craft beer. The volume offers insights for aspiring and present owners of breweries, those looking to open a craft beer bar as well as other beer researchers the volume offers a prescient assessment of historic, present, and likely future developments within the sector.

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.

An essential guide for recognizing and responding to normalization of deviance to help organizations improve their process safety performance This book provides an introduction and offers approaches for finding and addressing normalization of deviation both in operational and organizational activities. It addresses the initial and long-term effects of normalization of deviations as seen in reduced efficiencies, reduced product quality, extended batch run time, and near miss process safety incidents which can lead to loss of containment of hazardous materials and energies. Recognizing and Responding to Normalization of Deviance addresses how to recognize and respond to the normalization of deviation that can, and almost certainly will, occur in any ongoing operations that involves humans. The book's primary focus is on reducing the incidence of normalization of deviation and the associated increased risk exposure due to its effects when operating chemical or petrochemical manufacturing facilities. It contains an introduction to the concept and offers approaches for finding and addressing normalization of deviation when it presents itself in both operational and organizational activities. Contains guidance to assist facilities in recognizing and addressing the phenomenon of normalization of deviation Provides techniques for addressing normalized deviations and techniques to eliminate waste in all manufacturing processes Describes methods for identifying normalized deviation as well as where to find deviations Includes techniques to reduce operational normalization of deviance and to reduce organizational normalization of deviance Aimed at process safety professionals and consultants applying process safety risk reduction efforts in manufacturing areas, Recognizing and Responding to Normalization of Deviance is an important book for any organization that has seen its process safety performance deteriorate over time.

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.

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.

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.

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.