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The authors analyse narratives of Chinese consumers of Vintage Costume Jewellery to show how value is attributed to vintage items, often in direct contrast to contemporary luxury goods. Examining a range of factors in this process, including uniqueness, scarcity, historical specificity, social meaning and cultural legitimacy, authenticity is shown to be central to the positioning of jewellery and those who collect, trade and appreciate it as tasteful and discerning consumers.

The purpose of this paper is to assess Indian consumers' brand consciousness by examining their brand knowledge, purchase behaviour and perceptions of foreign brands. It provides key inputs for global retailers to harness the potential in growing consumerism in India.

A survey of 300 Indian consumers was conducted and the data were analysed using descriptive and simple regression techniques.

The study found that brand purchase in India varies across product categories. At present, consumer knowledge and use of foreign brands is low, and Indian consumers are price‐sensitive. Indian consumers are experimenting with brands and would like more foreign brands to enter the Indian market.

Due to the small sample size, advanced econometrics techniques could not be used to analyse the dataset.

The paper is the first to assess the impact of retail liberalisation on Indian consumers' shopping behaviour, particularly their brand consciousness.

The objective of this study is to analyse and propose alternatives to the lack of integration and cooperation of industrial firms in a Brazilian cluster of the jewelry sector. The relationships between the functional factors and the surrounding factors of the cluster are examined.

This research is based on a face‐to‐face survey that established relationships between the internal factor/variables of the companies, the cluster and the external environment's factor/variables.

It was found that integration and cooperation are essential for the development of a cluster since it stimulates the use of local resources. High levels of clusters' inter‐firm integration may represent high levels of operational efficiency.

This study has some limitations related to generalizations, but it can be said that the statistical tools applied to characterize the companies' subgroups in a cluster proved valid. In view of this, further research on other local productive systems is suggested in order to strengthen the propositions making use of the same tools described in this study.

The findings indicate the need for strategic actions by the companies in order to seize opportunities to promote local innovation.

The paper indicates an enterprise's classification according to the characteristics of the company's competitive strategy.

Neons Fashion LLP was an entrepreneurial venture of Arthi Ramalingam after completion of her MBA. Arthi had an interest in jewellery since childhood and she decided to focus on design, manufacturing and retailing of fashion and costume jewellery items under the brand name of Eternz through different sales channels like exhibitions, retail stores, own website and as an independent seller on e-commerce marketplaces. She initially started selling on Amazon marketplace through a third party, Cloudtail India Pvt. Ltd., and later sold through other e-commerce marketplace operators like Flipkart, Jabong and FirstCry. As her business grew, Arthi planned to add the kids' shoes category and also decided to participate in Bangalore Fashion Week to build the Eternz brand. However, in November 2016, Cloudtail terminated her contract which played havoc with the sales and profitability of her start-up. Neons Fashion LLP (A) provides details of how independent sellers are at the mercy of marketplace operators and ends with the need to review the choices of sales channels for different categories like fashion garments and fashion accessories, and for the upcoming launch of kids' shoes. Neons Fashion LLP (B) describes the events after the Bangalore Fashion Week that ultimately led to closure of business.

Neons Fashion LLP was an entrepreneurial venture of Arthi Ramalingam after completion of her MBA. Arthi had an interest in jewellery since childhood and she decided to focus on design, manufacturing and retailing of fashion and costume jewellery items under the brand name of Eternz through different sales channels like exhibitions, retail stores, own website and as an independent seller on e-commerce marketplaces. She initially started selling on Amazon marketplace through a third party, Cloudtail India Pvt. Ltd., and later sold through other e-commerce marketplace operators like Flipkart, Jabong and FirstCry. As her business grew, Arthi planned to add the kids' shoes category and also decided to participate in Bangalore Fashion Week to build the Eternz brand. However, in November 2016, Cloudtail terminated her contract which played havoc with the sales and profitability of her start-up. Neons Fashion LLP (A) provides details of how independent sellers are at the mercy of marketplace operators and ends with the need to review the choices of sales channels for different categories like fashion garments and fashion accessories, and for the upcoming launch of kids' shoes. Neons Fashion LLP (B) describes the events after the Bangalore Fashion Week that ultimately led to closure of business.

Entrepreneurship involves complex interactions between individuals and environments but there is little research on these dynamics. We address this gap by conducting an inductive qualitative study of entrepreneurs in the exclusive tourist destination of Tiradentes, Brazil. Tiradentes has a unique architectural, cultural, and economic heritage that serves as a unique sociocultural backdrop that influences entrepreneurs’ models of start-up thinking and action. Specifically, our investigation revealed that entrepreneurs’ backgrounds (native vs. nonnative) and social identities come together with the sociocultural fabric of the community in a way that moved them towards a “Joia” or “Bijuteria” orientation, each of which were associated with a distinct mindset. This diversity had implications for entrepreneurs’ conceptualizations of start-up models possible within the backdrop of Tiradentes sociocultural fabric and this influenced the actions entrepreneurs took such as the geographic location chosen for the business and the business practices used. We discovered that entrepreneurs favoring one orientation over another tended to occupy predictable physical and social positions in the community while also espousing similar values and perspectives. These results are used to elaborate the theory on the link between the external and internal explanation for entrepreneurial thinking and action. The net effect is new understanding regarding ways models of start-up thinking and action can be investigated.

The central issue in the case is opportunity identification and decision making. While the literature on direct selling is limited, much has been written about ideation, effectuation, causality and opportunity identification and assessment. Scholars of entrepreneurship debate whether entrepreneurial opportunities are identified and assessed primarily through effectuation or causation.

This case is based upon a combination of interviews with the protagonist, her staff and secondary research.

This case explores the opportunity identification, assessment and decision making of an energetic, African American, female founder and CEO in the rarely-researched direct selling channel. Dr Traci Lynn Burton founded her company at 24 with an investment of $200. In 2008, in its second incarnation, Traci Lynn Jewelry became a direct selling company and has taken bold steps. By 2018, the company was a direct selling leader and was preparing to launch a new product line. The case supports undergraduate students in understanding effectuation and causation, opportunity identification and assessment, and direct selling.

This case is primarily for upper division undergraduates. It is suitable for courses in entrepreneurial strategy, entrepreneurial marketing, general entrepreneurship emphasizing opportunity identification, opportunity assessment and/or effectuation.

This study reflects on heritage, culture and museums as vectors of the tourist development of a destination. Considering the challenges inherent in the efficient correlation of these three areas, this study intends to demonstrate the clear benefits resulting from knowledge sharing and effective cooperation.

Based on the objectives outlined, the authors conducted a survey of the visitors of the Costume Museum, which was chosen for being one of the unmistakable icons identifying the cultural heritage of Viana do Castelo (Portugal).

In an increasingly competitive tourist market, with demand resulting from growing specialization, the integration of museological spaces as patrimonial and cultural elements in the supply of tourist destinations is an important factor in differentiation and development.

To enhance the importance of the Costume Museum in the process of the tourist development of the city, it is fundamental to define a clear strategy for attracting and responding to the greatest demand from cultural tourists who are increasingly interested in actively participating in learning experiences. It is believed that a larger sample could strengthen the conclusions, eventually more relevant and closer to the reality.

The results show that visitors to the Costume Museum very positively evaluated the museum with regard to several factors covered in this study. However, there is a great dependence on school visits. On the other hand, lower qualitative evaluations were made by older age groups and those with higher academic degrees, although the evaluations remain positive.

The paper presents museums as a possible factor in tourism development and social inclusion, advancing practical measures aimed at social justice through a fairer distribution of tourism revenues and the defence of historic centre residents' way, and quality, of life.

This paper examines the importance of the Costume Museum in the tourist development of Viana do Castelo (Portugal). This study reflects on heritage, culture and museums as vectors of the tourist development of a destination. Particular attention is given to visitors' motivations for visiting and their opinions about the quality of service, satisfaction and loyalty regarding this museum.