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In this paper we explore potential barriers for commodification of academic research in emerging countries.

We carried out an exploratory study employing a mixed-method sequential exploratory design. Initially, qualitative interviews were performed to identify cognitive, structural, and ideological barriers associated with commodification. Subsequently, we administered a survey at three universities in Kazakhstan to gather quantitative data. The quantitative insights served to complement our qualitative findings and facilitate the interpretation of the observed patterns within the broader population.

We found that a too rapid shift toward commercialization exacerbated concerns among faculty members and created obstacles to commodification. The obstacles identified through inductive clustering of themes from exploratory qualitative interviews were grouped into three intentionally broad categories: cognitive, structural, and ideological barriers. We argue that in emerging economies, the path to commodifying academic research should start with developing local infrastructure to address identified structural, cognitive, and ideological barriers. This, in turn, will lead to more successful commercialization and redefine the role of academics in society.

Our study has several limitations related to its empirical scope. We concentrated solely on one country, Kazakhstan. For future research, it is crucial to broaden the investigation to include more studies from the Central Asia region and other emerging economies. We believe that while there may be some minor institutional differences, the findings are generalizable to all post-socialist countries. However, incorporating a diverse range of institutions, particularly those with foreign ownership or private capital, would enhance the comprehensiveness of the findings. Furthermore, collecting a more extensive and balanced sample of responses from industry partners, academics, and students would have provided more valuable insights. By including a broader representation of stakeholders, we could have gained a more nuanced understanding of the complexities surrounding commodification in higher education. Given the exploratory nature of this study, it is essential to regard the findings as a source of inspiration rather than empirical confirmation.

Our research has practical implications for managing universities in emerging markets, as well as important policy implications, both for international actors and local governmental bodies.

Our findings carry implications for policymakers. The focus that international institutions place on the matter of commodification and commercialization of knowledge is a positive step. Challenges emerge when this matter is approached with a narrow perspective. Drawing on the empirical context of the Republic of Kazakhstan, a country often overlooked in the literature on emerging markets, we find evidence that knowledge has indeed transformed into a commodity. The rapid shift toward commercialization, driven by substantial institutional pressures, may have occurred too precipitously in this particular context. In light of these findings, we advocate for a more balanced and contextually nuanced discourse concerning both the commodification and commercialization of knowledge.

This study represents one of the few endeavors into exploring commodification within the context of emerging economies. In recent decades, universities have faced substantial pressures to commodify academic research. While there has been a significant volume of research discussing and documenting the success of commodification in developed country universities, those in emerging economies have faced similar pressures without achieving comparable success. This paper delves into the reasons why.

This paper argues that accent modification acts as a mechanism that (re)produces workplace accentism, which is a set of ideologies and practices positioning some English accents as inherently superior/inferior to others in the context of work and careers.

This conceptual paper draws on existing literature mainly from critical sociolinguistic and labor studies to support its central argument.

Through acting as a skill, a technology and a commodified service, accent modification naturalizes linguistic hierarchies, which are racist, classist and colonial constructions, and reinforces the structural status quo in different contexts.

In order to move away from accent modification as a means to enhance oral communication at work, organizational attempts at fostering mutual intelligibility and undoing the role of accent in workplace communication are necessary.

Contrary to research that presents accentism as a purely interpersonal issue, the paper explores how accentism is institutionalized and is connected to linguistic profiling.

The purpose of this exploratory study is to identify the antecedents of brand hate in respect to luxury brand gamification marketing activities.

Five gamified product placements characterized by the ad hoc design of luxury co-branded virtual and/or physical products were selected for the research study. Content analysis was used to identify patterns and classify negative comments shared online into categories.

A content analysis of the negative comments (n. 2,321) related to the perception toward gamification of luxury fashion in videogames revealed the following seven domains: monetization of the game; promotion of inappropriate behavior; unethical placement; games commodified by brands; predatory monetization; perceived incongruence; poor product performance.

The exploratory research study revealed how the perception of gamification activities trigger negative emotions toward luxury fashion brands. It was significant that many of these emotions fall within the antecedents of brand hate.

Luxury companies and game developers need to be aware and manage the antecedents of brand hate in respect to luxury brand gamification activities in videogames. Moreover, luxury brands need to consider customers’ influencing behavior via online word-of-mouth and the potential to impact attitudes and behaviors of other consumers toward brands.

The ethics of gamification within a marketing context have largely escaped inquiry. The study provides evidence that luxury brands need to align the fundamentals of luxury brand management in the digital world of gaming.

Personal branding is a strategic tool of marketing and communication to define success in organisations. While it constitutes a conscious attempt to commodify self and audit self, it must be intentionally managed to obtain its optimum results. This study aims to illustrate how personal branding may also pose unintentional and unconscious strategic tool for women academics in academia to help them get wider visibility and increase their chances of getting into leadership positions.

We employed a case study approach and convenience sampling to select our unit of analysis. Three universities in both public and private universities in the eastern regions of Indonesia were purposefully selected, and interviews were held with 30 female leaders occupying and occupied middle and lower leadership hierarchies.

Our research shows that, despite their unintentional, unplanned and poorly designed personal branding, women have been able to advance to their current leadership positions by building their own rooms for practising their own preferred leadership values to get them visible and heard. This way is performed through a gendered networking, previous leadership experience and bureaucratic requirements. The consequence of such a practice may limit the range of visibility to getting noticed as worthy individuals for senior leadership roles. This might be one reason why women are scarcely found in senior leadership positions.

We propose that natural strategies of constructing, narrating and marketing or communicating personal branding in academia through authentic actions can also be helpful for the success of women to get to leadership roles in a smaller and ambient environment.

The purpose of this study is to address the relevance of archaeological heritage in the context of supply chains for the tourism industry. It does so by providing converging ideas on the usefulness of individual sites, not in their strict scientific or latent value but as an enhancer for optimizing cultural production in a wider scenario of aggregate demand.

While examples from the United Arab Emirates (UAE) illustrate this reasoning, the underlying principles have a widespread application and point to a need for defragmenting and realigning tangible heritage as a key production factor. Methods used consist of an inductive approach, based on secondary sources and semi-structured interviews.

Results indicate that, while archaeological resources remain central to the promotion of cultural tourism in the UAE, suppliers face challenges when incorporating particular sites into consumer-friendly packages.

The study contributes to the identification of common risks and opportunities for archaeological resource management in the development of UAE tourism products.

This represents an original angle, given the focus on the specific regional, cooperative added value of archaeological resources and the need for optimizing them in a functional supply chain.

Internationalisation and academic mobility have long been integral parts, although serving different purposes in the higher education industry. Internationalisation has played a crucial role in facilitating academic exchange, knowledge sharing, research partnerships and collaborative innovation. However, the rise of neoliberalism has introduced the market forces of global capitalism that have significantly impacted higher education worldwide – invading the sector with neoliberal market values. This chapter aims to explore the impact of neoliberalism on the internationalisation of higher education in Africa, with a specific focus on trends in international student mobility. The chapter argues that the influence of neoliberalism on international mobility extends beyond market dynamics, encompassing discussions on hegemony within international knowledge systems, where African countries and institutions often find themselves marginalised. The study relies on published materials and publicly available statistical data from both governmental and non-governmental organisations. By examining the interplay between neoliberalism and the process of internationalisation in higher education, this chapter sheds light on the intricate and multifaceted aspects of both concepts, as well as their practical implications for international student mobility. Moreover, the chapter reflects on the implications of neoliberal entanglements for the prospects of internationalisation in African higher education.

Adaptive reuse entails the physical modification of abandoned architectural structures, with the activation of processes and practices leading to the re-incorporation of heritage into the contemporary life of communities. This transformation entails an affective adaptation, a re-modulation of how citizens attune to a built environment that has been returned to urban, shared forms of use. By observing the emotional ties that are established between subjects and the spaces they inhabit, affecting forms of dwelling, attachments and corporeal responses, the author can clarify how adaptation purports this affective modification, where the original ambiance is not necessarily altogether overwritten, but may rather merge with the supervening situation to give life to unique assemblages of spatialized feelings.

Drawing from contemporary phenomenological theories, with their specific focus on the affective and embodied dimension of lived experience, this paper describes and discusses two instances of adaptive reuse, one in Brussels, the second in Rome, highlighting their different processes and spatial outcomes.

The paper implements recent literature on spatial experience to bring to light conditions found in cases of adaptive reuse. By describing the generators of shared emotions – objects, movements, expressions, materialities, textures – it highlights how the layering of the physical world can lead to both the domestication of affects and to discrepancies and discontinuities in the fabric of experienced space.

There is only a limited literature dedicated to the description of adaptive reuse processes from the contemporary phenomenological perspective. This kind of description can clarify the dynamics unfolding between citizens and experienced space in cases of heritage reuse.

Little is known about the overall meaning of the Chernobyl exclusion zone (CEZ) from the visitors’ point of view. Conceptualizing the zone as a storyscape and its narratives as intangible heritage resources, this study aims to investigate the visitors’ engagement with these resources and the resulting articulations from the engagements as translated into verbal and visual storytelling.

Participant observation and participant generated images in combination with in-depth interviews with different types of tourists were conducted. This paper uses the photographs chosen by the interviewees themselves as a photo essay to explore the evocation of stories through narrative engagement.

Through participant-oriented research, this study identified three dominant storytelling themes through which visitors focus their understanding of the CEZ. Visitors’ narrative engagements and visual storytelling co-produce the site and entail fluid and even conflicting narrative articulations about the CEZ and its cultural significance.

The discoveries of this study stem from a unique developing heritage site. This study provided a more nuanced understanding of the different visitor categories in the CEZ and their group-specific ways to articulate, imagine and co-produce the storyscape of Chernobyl.

Gaining insight into the verbal and visual storytelling of tourists will contribute to the discussion of narrative consumption of different consumption profiles in tourism sites in addition to the mediation and construction of entangled memory spaces.

The purpose of this study is shed light on the underlying forces behind entrepreneurship within a regional innovation system (RIS) in a remote rural region. The authors examine the following questions: Which are the main underlying forces behind the entrepreneurial process in a rural RIS characterized by traditionally low-tech, small-scale businesses? How can the development of a low-tech regional innovation system be conceptualized?

The design of the study is based on entrepreneurship theory. Data analysis followed practices used in phenomenography, a research approach used to analyse and identify commonalities and variations in populations' perceptions of a certain phenomenon. Data are composed using semi-structured interviews and a database composed of company information of all firms in the population.

A proactive mobilization of regional stakeholders and resources can be an important driving force behind the entrepreneurial process and generation of a rural RIS. Innovation can be generated within low-tech industries turning the rural context into an asset. An RIS in a remote rural context can be initiated and orchestrated by regional authorities, but knowledge brokering and orchestration can also be managed by networks of small-scale businesses brought together by mutual benefit and common interests.

Regional innovation systems theory is most often used to study high-tech industries. But by combining regional innovation systems with rural entrepreneurship and entrepreneurship context theory is a fruitful avenue to understand the role of rural entrepreneurship in regional development, even in remote and peripheral regions. Innovation does not need to entail high-tech international environments; it can appear as the result of efforts in low-tech industries in rural and remote environments. The authors’ findings need to be scrutinized; therefore, the authors call for more research on regional innovation systems in rural environments.

It is possible for regional authorities to orchestrate a development process through the actions of a strong regional agent but also by supporting the creation of networks of small businesses that are built on trust and common interests.

This study contributes to the literature with a new perspective to the study of entrepreneurship and of regional innovation systems. Entrepreneurship research with focus on rural contexts most often highlight limits to entrepreneurship and see entrepreneurship as “just running a business”. A perspective that starts from innovation and innovative behaviour, despite the rural context and embedded resources, helps to generate new knowledge that can enrich the understanding of entrepreneurship and also be the foundation for more precise business development policies in rural settings.