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.

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.

The real estate industry desperately needs new tools and ideas to stay relevant to the modern consumer. The modern consumer is more educated and has more choices than ever before. Counterintuitively, this has led to more confusion, doubt, and frustration in their real estate journey. Therein the opportunity lies. In Exactly What To Say for Real Estate Agents, Phil M. Jones, Chris Smith, and Jimmy Mackin provide 30 Magic Words to help with the most common, critical, and difficult conversations real estate agents have today. If you are open-minded to a better way of selling, this book is for you. Imagine what it is going to feel like knowing exactly what to say when it matters the most...

Research on the influence of culture on consumer decision-making and consumption behavior has witnessed tremendous growth in the last decade. With increasing globalization, managers are becoming increasingly aware that operating in multiple markets is crucial for firms' survival and growth. As the world's growth engine shifts from Europe and North America to Asia and Latin America, it has become apparent that an inward-looking and domestic focus strategy will not be sustainable in the long run. And success in foreign markets requires marketers to understand not just what consumers in these markets need but also how they think, behave, consume, and purchase. Numerous studies have documented cultural differences in values and beliefs, motivational orientations, emotions, self-regulation, and information-processing styles, and the effects of these cultural variations on consumer behavior such as brand evaluation, materialism, and impulsive consumption. In this volume, experts from a variety of disciplines and perspectives trace the historical development of culture research in consumer psychology and examine the theoretical underpinnings that account for these findings and the current state of the field. Collectively, the chapters provide a forum for researchers to engage in thoughtful debates and stimulating conversations and offer directions for future research.

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.

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.

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.

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.

A Dictionary of Marketing is an accessible and wide-ranging A-Z, providing over 2,500 entries on topics spanning terms for traditional marketing techniques (from strategy, positioning, segmentation, and branding, to all aspects of marketing planning, research, and analysis), as well as leading marketing theories and concepts. Both classic and modern marketing techniques are covered. Entries reflect modern changes in marketing practice, including the use of digital and multi media, the impact of the World Wide Web on advertising, and the increased influence of social media and search engines on advertising and the rise of global brand management. Also included is a time line of the development of marketing as a discipline and the key events that impacted the development, as well as over 100 relevant web links, accessed and updated via a companion website. In addition, the main appendix provides greater depth on the subject, including advertising and brand case studies with a strong international focus. These are arranged thematically, e.g. automobile industry, food and drink, luxury goods, and focus on iconic brands, marketing campaigns, and slogans of the 20th century that have permeated our collective consciousness, exploring how the ideas defined in the main text of the book have been utilised successfully in practice across the globe. This dictionary is an indispensable resource for students of marketing and related disciplines, as well as a practical guide for professional practitioners and people with a general interest in marketing.

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.

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.

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.