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‘Tragedy of the commons’ is a powerful concept to analyse a variety of problems related to environmental sustainability. The commons problem can be solved if individuals behave altruistically. In the business context, this chapter studies the proposition that corporate social responsibility (CSR) can avert the tragedy of the commons by examining one case study in depth: Coca-Cola's bottling operations in Rajasthan, India. In spite of choosing a context favourable to the proposition, the results indicate that CSR does not avert the tragedy of the commons. To address the major environmental challenges, it is essential to develop regulatory regimes with appropriate incentives and ability to enforce sanctions.

Board diversity has been an important topic in corporate governance. Extant literature examines the overall diversity in the boardroom and its impact. However, since important decisions are usually taken by the committees, it is important to also examine diversity in committees. We use the Coca-Cola Company as the case study and examine its diversity in both audit and finance committees. Our goal is to raise the awareness of researchers, board nominating committees, and diverse directors themselves, as to whether diverse directors are placed in the right positions to allow them to contribute their diverse views and experiences.

We conducted a case study of the Coca-Cola Company using its proxy statement in both 2016 and 2018.

While Coca-Cola’s self-reported board diversity stood at 27% in 2016, and increased to 31% by 2018, the critical audit and finance committees showed a distinct lack of diversity. Focusing on gender diversity for the purposes of this chapter, we investigated two possibilities: (1) that the lack of committee diversity is due to the lack of finance and leadership skills of those board members who were from underrepresented groups, but this possibility does not seem likely, (2) that the presence of a female CFO removed the urgency to place board members from underrepresented groups on the audit and finance committees.

We provide a cautionary perspective on the implementation of diversity policies at the highest levels of an organization. The pursuit of diversity, like other admirable corporate goals, can degenerate into a check-the-box mentality. When this happens, diversity can become viewed as a substitute for real competency rather than a complement to existing competencies.

It is suggested that boards revise the recruiting and selecting process to include more female candidates, and be sensitive how and where those diverse directors can best contribute their perspectives and experiences.

The idea that a significant portion of what consumers do, feel, and think is driven by automatic (or “implicit”) cognitive processes has sparked a wave of interest in the development of assessment tools that (attempt to) capture cognitive processes under automaticity conditions (also known as “implicit measures”). However, as more and more implicit measures are developed, it is becoming increasingly difficult for consumer scientists and marketing professionals to select the most appropriate tool for a specific research question. We therefore present a systematic overview of the criteria that can be used to evaluate and compare different implicit measures, including their structural characteristics, the extent to which (and the way in which) they qualify as “implicit,” as well as more practical considerations such as ease of implementation and the user experience of the respondents. As an example, we apply these criteria to four implicit measures that are (or have the potential to become) popular in marketing research (i.e., the implicit association test, the evaluative priming task, the affect misattribution procedure, and the propositional evaluation paradigm).

Academic and research libraries have made many efforts to diversify their workforces; however, today the profession remains largely homogenous. We recognize that diversification cannot be achieved without creating inclusive and more equitable workspaces and workplaces. This requires rethinking our assumptions and behaviors as individuals and as a profession, questioning entrenched structures that maintain the status quo, and developing practices that keep these critical questions in the forefront as we do the difficult work of redefining our infrastructure in order to create equitable and socially just workplaces. To inspire a different type of dialogue, we offer actionable information and tools – strategies, ideas, and concepts from outside our profession. In this chapter, the authors present strategies used by corporations, industries, organizations, or fields outside of academia that have contributed to substantially diversifying their workforces and discuss how they could be integrated into our own workplaces. While these efforts are imperfect, incomplete, or have mixed results, we focus on strategies that demonstrate outside-the-box thinking for our profession, practices that will require academic and research libraries to rethink their operations, the behaviors and structures that support them, and thus the way library management and leadership are practiced. We are hoping that providing strategies outside our profession, as well as guidance on applying these strategies, will create reflection, dialogue, and innovative ideas for our own institutions.

We compare two highly symbolized beverages – Coca-Cola and tesguino, a fermented maize beer of indigenous northern Mexico – to (re-)evaluate the notion of fetishism of commodities in contrasting ethnographic contexts. In the case of Coca-Cola, we observe a kind of hidden but active fetishization, meaning a strategic procedure wherein the producer invests images of social character, experience, and other naturalizing significations into its commodity. Tesguino, as a comparably sacred drink among the Rarámuri, is not characterized by its concealment in magical properties and simulacrized associations. The ritual consumption of tesguino, instead, reveals the organic social bonds in relations of production and exchange.

This contribution analyses marketing strategies of transnational corporations operating in the field of consumer goods in contemporary Egypt. Using anthropological methodology, I explore the interrelations between rural marketing and consumer intifada, and note that in contrast to commonly held views about the homogenisation of local consumer cultures, in the sense of a Coca-Colaisation process, corporate communications strategies and product policies over the past decade have been increasingly taking cultural spheres of meaning into account in their effort to penetrate the Egyptian mass market. Various indicators show that the relevance of producing and marketing standardised goods has been diminishing as compared to the key importance of adapting global products to the local setting with its various cultural and political components.

Rock festivals, as a part of global rock culture, disclose a domain of consumption that allows a multiplicity of activities and practices in Turkey, where modernity is entrenched, but not fully hegemonic. This provides the possibility of illuminating the conditions of being a contemporary consumer as well as the potentials for the future. This paper presents some preliminary findings from research at two major rock festivals in Turkey. Ideology emerges as an important factor in consumption of these festivals and illustrates possible grounds to interpret cultural production. These practices suggest aspirations for experiencing different modes of being in the world and provide signs of the future of culture(s).

Marketers frequently lament the lack of representation of marketing in the boardroom and the short tenure of CMOs. The most common explanations offered are that marketing is not perceived as a strategic discipline and that marketers do not demonstrate a strong enough understanding of how the business makes money.

Financial accounting is how “score is kept” in terms of business performance. It is, therefore, in the self-interest of marketers to become familiar with financial reporting. Doing so will allow them to understand how marketing activities are recorded. In addition, academic researchers need to understand the meaning of the financial measures that they often use as the metrics of success when researching marketing strategy questions.

This is especially important since financial reporting generally does not recognize assets created by marketing investments. In order to substantiate a claim that “brands are assets”, marketers must be able to explain how the financial accounting rules misrepresent economic reality and why managers might use a different set of principles for management reporting.

We argue that the misrepresentation of market-based assets has two forms of negative impact for marketers: external and internal. The external problems are that financial statements are not especially informative about the value of marketing for the providers of capital and do not provide a true portrait of the economic resource base of the company. The internal problems are that marketers cannot point to valuable assets that they are creating, nor can they be effectively held accountable for the way that these assets are managed given that the assets are not recorded.

We do not expect immediate radical changes in financial reporting because financial accounting rules are designed with the specific interests of the suppliers of capital (debt and equity) in mind. To influence financial accounting developments, such as encouraging greater disclosure of marketing activity in the notes to the published accounts, marketers must be able to communicate in language understood by accountants and the current users of financial accounts. To aid this we provide guidance for marketers on the purpose and practices of accounting. We also discuss how academic marketing researchers might wish to adjust financial accounting data to capitalize a proportion of marketing expenses for companies where marketing is a primary driver of business performance.