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Joint advertising is an emerging strategy where marketers promote both brands in the same marketing communication. This research determines how the domestic, foreign, or global nature of the partner impacts important brand-related outcomes and identifies underlying psychological process mechanisms and contextual variables that affect this relationship.

Across three experiments, we investigate how the type of joint advertising partner impacts consumer attitudes and behaviors. We establish the number of similarities between the partners and perceived cognitive fit as the mediating process mechanisms underlying this relationship, with holistic processing moderating the effect.

We find that when consumers are exposed to joint advertisements between domestic or global [foreign] brands, they will be able to generate more [fewer] similarities between the partners and perceive a stronger [weaker] cognitive fit. Moreover, these similarities interact with consumer cultural traits related to holistic processing style to differentially influence perceived cognitive fit and downstream consumer attitudes and behaviors.

Partnering for mutually beneficial, joint advertisements is a growing phenomenon that redefines traditional thinking about advertising, but the success of the joint advertisement is contingent upon the characteristics and compatibility of the partners.

The first two decades of the 21st century saw the rise of girl power discourses in international development, which argue that when girls in the Global South are given an investment to stay in school, they will lift entire communities out of poverty. Transnational Corporations partnered with, or even founded, nongovernmental organizations (NGOs) aimed at educating girls. Yet many of these corporations face criticisms that their products, employment practices, or supply chains are harmful to girls and women. In this chapter, I employ a feminist, postcolonial and poststructuralist approach, analyzing the transnational politics of corporate–NGO partnerships for girls' education. I argue that Apple Inc.’s sponsorship of the Malala Fund and Caterpillar Inc.’s partnership with Girl Up amount to transnational forms of genderwashing, aimed primarily at alleviating the concerns of publics in the Global North while doing little to address harm experienced by girls and women in the Global South.

“Genderwashing is an organizational tool that presents the myth of gender equality in organizations through discourse and text” (Fox-Kirk et al., 2020, p. 586). Existing literature focuses upon business and economy, e.g., considering how representations of equality are used to enhance profit. The contribution of this chapter is to show how two processes – gender washing and militarization – might function in support of each other. To do this, I firstly argue that the concept of genderwashing should be broadened to consider spaces outside of business and economy. I show how sex, gender and feminism are employed in ways that position martial organizations (such as militaries and arms manufacturers) as socially progressive, “washing” their reputation for militarized violence. Secondly, analyses must consider how the impact of genderwashing goes beyond individual organizations. Martial organizations marginalize their female staff, but I argue that we must look further: in a context in which people can be killed, we must consider what broader harms genderwashing visits upon civilian populations also.

Many pregnant and post-natal women do not meet physical activity (PA) guidelines. One barrier to PA for these women is finding suitable sports bras because of the numerous changes the breasts undergo. This study aims to assess current maternity/nursing sports bras in terms of purchasing activity, likes and limitations of products and determine the essential characteristics and features required for future product developments.

A mixed-methods deductive sequential approach was taken using an online questionnaire and in-person focus group interviews. A total of 308 participants who were pregnant, had given birth within the last 12 months or were nursing at the time of data collection completed the questionnaire, and 13 participants also took part in focus group interviews.

Only 15% of maternity/nursing sports bra purchasers found exactly what they wanted with most problems relating to support, design and fit. Support and comfort were the most important characteristics with 94% and 98% of participants rating them as very important or absolutely essential. Easy nursing access, adjustability, product longevity and value and availability, in terms of where products can be purchased and sizing range, must also be considered for future products to meet user groups’ needs and reduce barriers to PA.

This study investigates the requirements and preferences of maternity/nursing sports bras for both pregnant and post-natal women, including an assessment of a range of commercially available products. These findings provide important implications for future product developments.

The pharmaceutical industry is facing significant pressure to tackle antimicrobial resistance (AMR). Other ecological, societal and regulatory pressures are also driving the industry to “go green”. While such a (green) transition could be possible through appropriate green practices’ implementation, the present understanding about it is superficial and vague. A key reason is the lack of green practices’-related studies on pharmaceuticals, which are also insufficiently comprehensive. This knowledge gap is sought to be addressed.

A systematic literature review (SLR) was conducted with 73 carefully selected articles, then subjected to thematic content analyses for synthesising the relevant themes and sub-themes.

Around 76 operational-level green practices covering all key stakeholders across the drug lifecycle were identified. It was revealed that designing drugs having accelerated environmental degradability is important to combat AMR. Also, redesigning existing drugs is environmentally more resource-intensive than developing new ones with significant cost-saving potential in solvent recycling and flexible manufacturing, both of which are not common at present. With regards to green-related barriers, stringent quality requirements on drugs (and therefore risks in making relevant green-oriented modifications) and time-consuming and costly regulatory approvals were found to be the key ones.

The operational green practices’ framework developed for individual pharmaceutical supply chain stakeholders could help practitioners in benchmarking, modifying and ultimately, adopting green practices. The findings could also assist policymakers in reframing existing regulations, such as Good Manufacturing Practices or GMP-related, to promote greener drug development.

This work is the first systematic attempt to identify and categorise operational-level green supply chain practices across stakeholders in the pharmaceutical sector.

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  Biodegradability of drugs is more important than environmental degradability.

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  Flexible manufacturing process design (or quality by design) reduces resource wastage.

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  Ecopharmacovigilance is effective in combating PIE and AMR-related issues.

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  Upstream and downstream coordination is key to greening pharma operations.

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  Costly and time-consuming regulatory approval is a key barrier to greening pharma processes.

Biodegradability of drugs is more important than environmental degradability.

Flexible manufacturing process design (or quality by design) reduces resource wastage.

Ecopharmacovigilance is effective in combating PIE and AMR-related issues.

Upstream and downstream coordination is key to greening pharma operations.

Costly and time-consuming regulatory approval is a key barrier to greening pharma processes.