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Case study
Publication date: 4 November 2019

Geoff Bick and Fran Heathcote

The learning outcomes are as follows: first, identify the characteristics of born-global SMEs, and how these characteristics facilitate their global expansion shortly after the…

Abstract

Learning outcomes

The learning outcomes are as follows: first, identify the characteristics of born-global SMEs, and how these characteristics facilitate their global expansion shortly after the company’s inception. Second, demonstrate that companies work with limited resources, typically and notably newly established companies, and that these resources should be allocated according to a carefully determined strategy. The resources focussed on in this case pertain to marketing. Third, examine entrepreneurial marketing and its various manifestations. An understanding of how this type of marketing is used by companies for international expansion is expected. Fourth, assess the role of digital marketing and how social media forms an important part of digital marketing. Particular attention is paid to the use of digital marketing, notably social media, in international expansion. Fifth, develop critical thinking skills with respect to strategic business decisions, such as whether to expand a business into foreign markets or to consolidate locally; and how best to penetrate foreign markets, given the nuances and complexities specific to these markets.

Case overview/synopsis

This teaching case is about The Duchess, a recently developed and launched virgin alcohol-free and sugar-free gin and tonic beverage. The adult soft drink was originally launched in South Africa, and just 18 months later became available in international markets (the UK and Belgium). The founders and protagonists of the case, Johannes le Roux and Inus Smuts, face the dilemmas of creating a competitive local brand while also looking to access new markets and internationalise as a born-global firm.

Complexity academic level

The target audience for this case comprises students enrolled in tertiary business education programmes who have already had some sort of work experience and hands-on exposure to real-world business. MBA and EMBA students, as well as those enrolled in post-graduate studies specific to marketing, international commerce and entrepreneurship, would be suitable candidates.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 8: Marketing

Details

Emerald Emerging Markets Case Studies, vol. 9 no. 3
Type: Case Study
ISSN: 2045-0621

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Book part
Publication date: 26 July 2016

Michael A. Katovich and Sarah Rosenthal Vaughan

This chapter examines four episodes of The Simpsons, paying particular interest to one, The Days of Wine and D’oh’ses to connect the notion of pastiche with a symbolic…

Abstract

This chapter examines four episodes of The Simpsons, paying particular interest to one, The Days of Wine and D’oh’ses to connect the notion of pastiche with a symbolic interactionist view of media representation. We use The Simpsons and episodes pertinent to alcoholism and alcoholic imbibing to show that pastiche, which does not deny the resolute qualities of a serious social issue, nevertheless provides ironic and fantastic imagery to merge the serious and even tragic with the comedic. We use the four episodes to depict alcoholism as a disease but also as focal point for humor, making the contrast between The Days of Wine and D’oh’ses and its classic alcoholism-film counterpart, The Days of Wine and Roses, central to the tragic-comedic connection. We further draw upon Denzin’s notions of the comedic drunk and the alcoholism alibi to discuss how pastiche both inspires attention to alcoholism as a serious medical disease and disease of the self and to alcoholism as pivotal to comedic character development and the emergence of pragmatic and creative selves.

Details

The Astructural Bias Charge: Myth or Reality?
Type: Book
ISBN: 978-1-78635-036-7

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Book part
Publication date: 10 October 2012

Michael A. Katovich

Purpose – I extend the discourse regarding The Days of Wine and Roses (TDoWaR) as an Alcoholics Anonymous (A.A.) film in particular and analyses of A.A. films in general and…

Abstract

Purpose – I extend the discourse regarding The Days of Wine and Roses (TDoWaR) as an Alcoholics Anonymous (A.A.) film in particular and analyses of A.A. films in general and provide a symbolic interactionist reading of TDoWaR as involving compliance dramas.

Design/methodology/approach – Borrowing from Norman Denzin's notion of a subversive reading of films, in which the author attends to the literal content of a text from a predefined perspective, I deal with the characters as if they create and maintain aligned and congruent actions that authors can analyze as conversational and interactional content. My main interest, drawing upon symbolic interactionist conceptualization and previous reviews of TDoWaR, involves the decisions made by characters to imbibe against their better judgment.

Findings – I detected four dramas (foreshadowed, evocative, profane, and complementary) that differed in interactional intensity and consequences. Each involves mutual decision making associated with self-definition and definition of the relationships. I also locate the dramas in the context of moral themes of an A. A. Film, specifically an epiphany, a categorical commitment to sobriety, an ongoing life cycle of recovery, and synchronicity.

Originality/value – Compliance dramas involve decisions to engage in ordinary activity (in this case, drinking) that becomes nonordinary, owing to semiotic, situational, historical, and interactional dynamics. The chapter can encourage thinking about alcoholism and alcoholic films as involving a moral career of a recovering alcoholic that sometimes must involve sacrifice of other prestigious moral careers (e.g., of a romantic relationship) in order to maintain the authenticity of the identity.

Details

Studies in Symbolic Interaction
Type: Book
ISBN: 978-1-78190-057-4

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Book part
Publication date: 6 August 2020

Kate Sylvester and Brent McDonald

Purpose – This chapter illustrates how female university kendo club members participate in kendo-related hegemonic drinking in formal (heterosocial) and informal (homosocial) club…

Abstract

Purpose – This chapter illustrates how female university kendo club members participate in kendo-related hegemonic drinking in formal (heterosocial) and informal (homosocial) club settings. An alternative perspective on gender relations and identity politics in Japan is outlined in this chapter by describing the significance of hegemonic drinking for female kendo club members within homosocial spaces.

Methodology – As a participant-observer, an ethnographic method was applied for an 18-month period as a quasi-member of a Japanese Sports University Kendo Club. Key to accessing the female members' lived experience was the primary author's participation in daily training and the consumption of alcohol in various kendo spaces. The data discussed in this chapter were collected via semi-structured interviews, daily self-reflexive descriptive field notes and ethnographic interviews.

Findings – Hegemonic drinking practices in heterosocial university kendo club spaces encompass networking opportunity, transference of knowledge, and fortitude building, all of which are systemized to support the advancement of male members. Although female members are relatively obscured in heterosocial spaces, women mimic and engage in hegemonic drinking practices in homosocial settings to substantiate meaning to their membership.

Research limitations/implication – Research that engages with the intersection of sport and gender needs to consider aspects of social interaction not only of the physical component of the sport but also the other day-to-day activities related to it. The examination of women and kendo-related hegemonic drinking in this chapter provides an insightful perspective and highlights the value of the ethnographic method in unexplored places of enquiry integral to researching physical cultures and body politics in Japan.

Details

Sport, Alcohol and Social Inquiry
Type: Book
ISBN: 978-1-78769-842-0

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Book part
Publication date: 17 June 2022

Alison McInnes and Neil Ventress

Illicit substance use can have a detrimental effect on a young person's life, abilities, psychosocial well-being, educational participation, attainment and outcomes. It is…

Abstract

Illicit substance use can have a detrimental effect on a young person's life, abilities, psychosocial well-being, educational participation, attainment and outcomes. It is associated with and can lead to increased vulnerability and be a serious safeguarding concern. This chapter explores the concept of illicit substance as a process of ‘normalisation’ among children and young people. It also explores the concept of ‘game playing’, poly and tertiary substance use and considers some of the implications of illicit substance use and of young people becoming involved in ‘County Lines’. Understanding the nature, scale, extent and consequences of illicit substance use, and how young people are portrayed and stigmatised by those around them are important in relation to responding appropriately to need, and in assessing safeguarding concerns. This chapter will also discuss these concerns and conclude by critically considering the implications of illicit substance use for teachers and schools, whilst considering appropriate responses which identify and reduce risk.

Details

Understanding Safeguarding for Children and Their Educational Experiences
Type: Book
ISBN: 978-1-80262-709-1

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Article
Publication date: 12 October 2015

Rachel Swann, Alison Green, Nick Johns and Luke Sloan

The purpose of this paper is to explore the work of the Street Pastors, a Christian organisation offering support to people in the night time economy (NTE), through the…

Abstract

Purpose

The purpose of this paper is to explore the work of the Street Pastors, a Christian organisation offering support to people in the night time economy (NTE), through the perceptions of students. The role played by this organisation is becoming more important as a shift from policing “by”, “through” and “beyond” to policing from “below” occurs (Jones and Lister, 2015). While the Street Pastors would not regard themselves as “police agents” there is undoubtedly a close connection albeit with geographical variation (Johns et al., 2009b). An evaluation of their activities and of public attitudes particularly around issues of trust is therefore important.

Design/methodology/approach

An online survey using the university’s student “portal” invited students to participate. A small incentive was offered, in the form of a prize draw for £50 worth of shopping vouchers. The survey took place during the first part of the Spring term during 2012 (January and February). The study analyses the 361 responses in reference to their knowledge of the Street Pastors, whether they had any “interactions” with them and whether they were regular users of the NTE.

Findings

Overwhelmingly respondents were either positive or completely ambivalent about the Street Pastors. The responses to the attitude statements indicated that the Street Pastors are seen as “independent” of police officers. The links between Street Pastors and crime reduction are not clear, however, respondents agreed that the Street Pastors did contribute to safety in the city.

Research limitations/implications

There are more than 20,000 students in the city and the findings can therefore be seen as tentative and indicative rather than generalisable to the entire student population. With the increasing emphasis on community involvement in “policing”, the findings from the research does suggest that the street pastor’s voluntary patrols are beneficial in terms of enhancing perceptions of safety.

Practical implications

Street Pastors do have an important role in the policing of the NTE, from handing out water and flip flops to comforting those who are in distress. Within the broader “police family” their role can then make a positive contribution to the practical challenges associated with a volatile environment.

Social implications

The NTE is associated with considerable public health and safety issues and the contribution of a voluntary group to easing some of these problems is significant. Whilst their presence is not entirely unproblematic, particularly in raising questions of accountability, their activities could be argued to contribute to the well-being of revellers.

Originality/value

Research on policing “below” the level of the state is street pastors is an under-explored area. Street pastors have attracted very little attention despite their being a large organisation that are a feature of NTEs throughout the UK.

Details

Safer Communities, vol. 14 no. 4
Type: Research Article
ISSN: 1757-8043

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Article
Publication date: 1 April 1995

Anita Eves, Michael Kipps and Graham Parlett

Over six years, first‐year students completed weighed dietarysurveys, and their dietary intakes of a variety of nutrients weredetermined. Reports on sources of energy in the diet…

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Abstract

Over six years, first‐year students completed weighed dietary surveys, and their dietary intakes of a variety of nutrients were determined. Reports on sources of energy in the diet. The data collected were compared with recommended dietary amounts and with literature data on dietary intakes of young adults (not students). The data collected show energy intakes of students to be very similar to those of other young adults of a similar age. They tended to be more likely to consume fat at recommended levels, with females in later years consuming less than 35 per cent energy as fat. Data for females over the six years also suggest that total energy intakes are declining, which, if the trend continues, could lead to problems in satisfying other nutritional requirements. Alcohol consumption among students was similar to other people of a similar age group, although a small number of individuals were consuming a large proportion of their energy as alcohol.

Details

Nutrition & Food Science, vol. 95 no. 2
Type: Research Article
ISSN: 0034-6659

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Book part
Publication date: 17 October 2005

Casey Diana

The Reformation, as Wolfgang Schivelbusch maintains, which redefined the relationship between the individual and God as a personal one, “took pains to regulate the relationship of…

Abstract

The Reformation, as Wolfgang Schivelbusch maintains, which redefined the relationship between the individual and God as a personal one, “took pains to regulate the relationship of man to alcohol,” and in so doing laid “an essential foundation¦…¦for the development of capitalism.” In the earlier Rabelaisian world, the Church constituted the major site of popular culture. Virtually all work was seasonal in character punctuated by carnivalesque church feasts that numbered over one hundred yearly. Although generally accepted as a safe means to vent communal anxieties, drink comprised an essential element of these festivals, with drunkenness the socially acceptable outcome.16 However, as the Reformation progressed and new modes of aristocratic behavior developed, reformative efforts to separate the secular and the sacred within the church resulted in attempts to abandon the popular culture of the lower classes. A broad consensus emerged that too much drunkenness amounted to social evil, and that alehouses represented an “increasingly dangerous force in popular society.”17 As the influence of the Church declined in the early eighteenth century, Carnival resurfaced in the form of gregarious carnivalesque village and town feasts: “the grotesque body of carnival was being re-territorialized” and writers such as Swift and Pope “perpetually identif[ied] the scene of writing with the fairground and the carnival.”18 Conversely, in keeping with the symmetrical component inherent in the Carnival/Lent theme, Lent transmuted into organizations such as The Society for the Reformation of Manners, which attempted to reduce drunkenness, cursing, swearing and whoring – all tropes of carnivalesque gregariousness. So, during this period, a contradictory cultural dissonance was being enacted. On the one hand, we find a resurgence of Carnival, but on the other hand, we see “a conservative desire on the part of the upper classes to separate themselves more clearly and distinctly from these popular activities.”19

Details

Studies in Symbolic Interaction
Type: Book
ISBN: 978-0-7623-1186-6

Open Access
Article
Publication date: 16 December 2020

Miracle Ayomikun Adesina, Ruth Ifeoluwa Oladele, Isaac Iyinoluwa Olufadewa, Ogheneruona Favour Onothoja, Damilola Remilekun Oladipo, Opeyemi Paul Iyiola, Marvelene Bassey Ekott, Pamela Chinenye Nwachukwu, Ararso Baru and Seyi John Akinloye

The purpose of this study describes how individuals; healthcare providers and the government can reduce the burden of noncommunicable diseases (NCDs) in Nigeria.

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Abstract

Purpose

The purpose of this study describes how individuals; healthcare providers and the government can reduce the burden of noncommunicable diseases (NCDs) in Nigeria.

Design/methodology/approach

This commentary paper combines extensive literature searches and experience from public health physicians.

Findings

Noncommunicable diseases are chronic diseases. They result from a combination of genetic, physiological, environmental and behavioral factors. NCDs are divided into four classes: cardiovascular diseases, cancers, chronic respiratory diseases and diabetes.

Practical implications

Noncommunicable diseases are responsible for about a quarter of total deaths in Nigeria. These deaths are unnecessary as most NCDs can be prevented if the risk factors are dealt with. Dealing with these risk factors involves everyone (Individuals, government, interdisciplinary and multidisciplinary researchers, policymakers, government, etc.).

Originality/value

Major risk factors for NCDs are tobacco use, harmful use of alcohol, unhealthy diet and physical inactivity. The solution to NCDs, therefore, lies in dealing with these factors, which, fortunately, are modifiable since they have to do with lifestyle practices. There is evidence to support the claim that a reduction of the risks of NCDs can be achieved by engaging in healthy lifestyle practices.

Details

Journal of Health Research, vol. 35 no. 5
Type: Research Article
ISSN: 0857-4421

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Book part
Publication date: 10 August 2017

Edwins Laban Moogi Gwako

This longitudinally informed ethnographic work explores the interlocking socioeconomic and cultural roles, changes as well as effects of home-brewed alcoholic beverages in…

Abstract

Purpose

This longitudinally informed ethnographic work explores the interlocking socioeconomic and cultural roles, changes as well as effects of home-brewed alcoholic beverages in Maragoli society of western Kenya. The informants’ emic perspectives enhance existing knowledge and understanding of the commodification of home-brewing of alcohol. The participants’ experientially anchored views provide refined insights into how home-brews are influenced by the disintegration of livelihoods and women brewers’ need to earn money independently from men’s income to meet their financial needs. This work also documents alcohol-related maladaptive aspects including men’s misappropriation of funds, malnutrition, domestic violence, sexual promiscuity, rape, prostitution, and disposal of agricultural inputs and produce to obtain money to buy brews.

Methodology/approach

This study used a combination of qualitative and quantitative research methods to enhance data quality, validity, reliability, and deep learning of the dynamics and ramifications of home-brewing of alcoholic products.

Findings

This study’s empirical results show Maragoli brewers’ ingenuity in their risk-aversive efforts to: (1) optimize positive benefits and (2) reduce the unintended maladaptive consequences of home-brews.

Practical implications

This work demonstrates that brewers are not passive victims of their productive resource constraints. They exercise ingenuity in producing and selling alcoholic beverages to earn a living even though this venture generates unintended harmful outcomes. This calls for interventions by governmental arms, nongovernmental organizations, and community-based support networks to empower brewers and their clientele to venture into alternative enterprises and consumption of less harmful refreshments. Safety-nets should also be in place to minimize vulnerability and social fragmentation attributable to home-brewed alcohol.

Details

Anthropological Considerations of Production, Exchange, Vending and Tourism
Type: Book
ISBN: 978-1-78743-194-2

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