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This chapter considers problems and opportunities for design and management to contribute to creating a sustainable world. We consider the epistemology of two discourses bridging design and management, design management and design thinking, and that of appreciative inquiry, which we suggest has much in common with design thinking. We discuss problems with combining discourses from different paradigms, and highlight opportunities when paradigms are similar. We illustrate these opportunities with examples of three projects lead by designers, and comment on ways these discourses contribute to the concept of sustainability and ways in which practitioners create sustainable value.

In this volume of Advances in Appreciative Inquiry, leading scholars from the fields of management, organization development, information technology, and education come together to chart new directions in Appreciative Inquiry theory and research as well as new intervention practices and opportunities for design in organizations. While diverse in topic and discipline, each of the following original chapters treats the reader to a view of Appreciative Inquiry's revolutionary way of approaching familiar questions of management, organization design, and sustainability.

The purpose of this paper is to examine to what extent Finnish university students endorse entrepreneurial intent and the ways in which they position themselves in relation to entrepreneurship according to their self-perceived abilities or “ability self”.

The study was conducted by means of an e-survey, and the participants comprised the sample of students (n =1,819) from two Finnish universities, representing diverse fields of study.

It was found that a great majority of the students showed a relatively low intent to become an entrepreneur. The perception of abilities, such as innovativeness and ambitiousness-competitiveness, was positively related with entrepreneurial intent, whereas the perception of academic abilities and “conventional” employee skills indicated inverse associations.

The findings suggest that in terms of self-perceived abilities, entrepreneurship in an academic context is perceived as a rather restricted category to which only a few specific individuals have access. Accordingly, there is a certain tension between the tenets of entrepreneurship and corresponding abilities, and the ethos of universities and related high-valued abilities such as theoreticality and criticality.

Although employability and entrepreneur intent have been widely studied, little is known about students’ identification with entrepreneurship according to their ability perceptions. The present study contributes to the existing body of knowledge on university students’ “internal employability” that involves students’ self-assurance and views of work-related relevance with regard to supposed abilities.

To underline that viewing entrepreneurship in the context of shifting career roles and professional identities, gendered organizational life and in the current societal context regarding working life (ageing, gender discrimination) provides us with new lenses and enables us to perceive the entrepreneurial identity as fluid and emergent.

A female entrepreneur's life‐story collected through a narrative interview is applied in the study. In this paper identities, organizations and societies in change form the basis for entrepreneurship. Treating entrepreneurship as a social process constrained by time and place allows it to gain new meanings and understandings of security, reliability, risk‐moderation that it has not previously seen to possess.

The paper presents the connections of time and place for entrepreneurship; first, by demonstrating how entrepreneurship as a phenomenon reflects the time and place of investigation; second, how time and place are applied as important elements in the individual story presented in the paper, and, third, how readings of time and narrative are applied to make sense of entrepreneurship in the story.

The paper suggests that the social context (different times, places as well as, e.g. different roles, social identities and careers) should more frequently be studied within entrepreneurship research.

By portraying entrepreneurship from the non‐economic and non‐heroic standpoint, and reflecting the social changes that surround it, entrepreneurship is potentially made more accessible for a larger number of people.

The paper refuses the research of entrepreneurs as a general overriding, economic category and the quest for the “Theory of Entrepreneurship”.

The purpose of this paper is to examine the country image of Finland among potential travellers and potential consumers of Finnish products. Three research questions are addressed, each of which contributes to the overall aim: What is the level of awareness about Finland among the respondents? How is the awareness constructed in terms of dimensions? Where does the image stem from (the source)?

A survey was conducted among US, French and Swiss university students. Given the high number of respondents who had not visited Finland, the analysis focused on non‐visitors. Six hypotheses were formulated based on existing theory.

Awareness is a key indicator of people's knowledge about the existence of a country. Branding may be an elementary tool in enhancing awareness as well as altering or reinforcing stereotypical views. The results of this study bring out the cross‐cultural aspects.

Including the respondents’ sources of information enhances the results of previous studies on country image. The findings contribute to the theoretical discussion on the source of the image and the factors that affect it.

Knowledge of the information sources and their role in image building will help destination marketers to influence potential travellers, including non‐visitors, and thereby increase the likelihood of a first or repeat visit.

To the authors’ knowledge, this is the first study to focus on awareness of a country among non‐visitors.

The purpose of this paper is to investigate whether immigrants, when in the minority, are more exposed to bullying at work than natives, and whether immigrants’ cultural distance from the host culture increases the risk of being bullied.

The study was conducted as a cross-sectional survey. The participants were immigrant (N=183) and native (N=186) employees in a transport company in Finland.

Whereas immigrants on average were more likely than natives to label themselves as being bullied, the culturally least distant group of immigrants did not differ in this regard from natives. Compared to natives, the risk of being bullied was nearly three times higher in the intermediate distance group of immigrants and nearly eight times higher in the culturally most distant group. The primary type of negative act immigrants were subjected to was social exclusion.

It would be advisable for future research investigating immigrants’ exposure to bullying to use quasi-objective measures along with a self-labelling measure, and to apply qualitative methods.

The heightened risk of culturally distant immigrants to being exposed to bullying might be reduced by improving employees’ cross-cultural communication skills and by promoting an atmosphere of acceptance of cultural diversity.

The study is an addition to the still scarce literature on immigrants’ exposure to workplace bullying, and takes into particular account immigrants’ cultural distance from their host culture.

The purpose of this paper is to investigate how healthcare professionals understand a new organisational brand and examine the ideas discussed in relation to it within healthcare organisations.

The research is based on a discursive approach that facilitates understanding how the informants perceived a new organisation brand and how that might shape their activities in the enterprise.

The study identified four distinct interpretative repertoires: the organisational brand as an economic solution, the magic wand, the factory and a servant to the customer. The new brand was understood in terms of economic and business-like functions marked by external branding and its signs (logos, etc.). The brand is not communicated to patients or colleagues and the factory metaphor is applied to work practices. Hence, several potential dilemmas arise concerning the brand promise, customer expectations, economic and efficiency gains and the professional values of employees.

Adoption of private-sector practices in semi-public or public-sector organisations is common. This study focuses on how private-sector ideas diffuse into the organisations and how they are translated within them.

The authors suggest a stronger emphasis on internal branding as a reconciliation to enhance legitimacy, high-quality customer service and staff wellbeing.

Theoretically, the unique contribution of the study is drawing upon healthcare branding, dilemma theory and discursive institutionalism in its interpretation. Consequently, it demonstrates how ideas about the brand and public healthcare are translated and communicated in the examined discourses and how those ideas reconstruct understanding and change behaviour within the organisations.

The nature of maintenance is complex and greatly influenced by relationship among various actors involved in execution of maintenance tasks. The relationship factor becomes more critical when outsourcing maintenance tasks. The most important success factor is creating mutual “goodwill trust” between partners. Another important factor is the use of economic incentives for both parties. A formal partnering process, top management support and relevant outcome measures are also important for a partnership to be positive. Partnering is a potential “tool” to create success. Based on a review of the partnering literature and experiences from Swedish railway sector, a partnering framework for maintenance contracts has been developed. The partnering framework considers four main factors, namely requirements and potential for partnering, the partnering process, success elements and measures on partnering success.