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The purpose of this paper is to contribute understanding tendencies of the Italian demand for craft beer. More in details, it seeks at exploring consumers’ awareness about craft beer, their attitudes, habits and behaviors. It also aims at assessing the impact of each and all these features on consumers’ choice. At last, the paper frames different consumers’ profiles.

The analysis is based on an online survey associated with a choice experiment designed for assessing willingness to buy (WTB) and willingness to pay (WTP) for craft vs industrial beer. Factors influencing consumers’ expenditure for craft beer are explored via an OLS estimation of a simple regression model. Afterwards, different consumers’ profiles are depicted via cluster analysis.

The survey shows that, overall, Italian consumers appreciate craft beers and are interested in this market. Socio-demographic characteristics impact this inclination but have no significant influence on the results of the choice experiment. Market knowledge, preferences and consumption habits influence consumer spending. Five different consumer profiles emerge.

The research proposes a combined original methodology for assessing beer consumers’ features and their impacts on beer WTB and WTP. The complementary perspectives adopted provide new insights on craft beer demand. Results are of interest for craft brewery managers and for the design of policies aimed at promoting and expanding the sector. Enlarging the sample and improving its representativeness would allow for more general results.

The purpose of this paper is to focus on the development of a health and safety (HS) representative role typology that demonstrates how representatives enact their roles and improve occupational health and safety (OHS) under New Zealand law. It aims to consider the factors that influence the roles that HS representatives’ assume.

This qualitative, cross‐perceptual study centres on the role enactments of eight HS representatives at two metal manufacturers. Semi‐structured interviews were conducted with HS representatives, managers, workers, senior managers, OHS managers and a union convenor. “Types” were differentiated by the HS representatives’ purpose, activities and OHS impacts.

In total, four HS representative role “types” were identified: administrators, workshop inspectors, problem solvers and craft experts. Administrators implemented and operated OHS management systems and improved OHS management. Workshop inspectors undertook compliance and monitoring roles and improved workers’ attitudes towards OHS. Problem solvers found solutions to control hazards and improved production from an OHS perspective. Craft experts applied technical knowledge to influence strategic OHS decisions. Role enactment appeared to be influenced by representatives’ expert power, job roles and the organisational role definition. Representatives operating under both managerial and worker defined HS representative systems, increased worker “voice” by providing an avenue to redress OHS concerns.

Implications arise for OHS policy, HS representative training courses and organisational/managerial support.

The paper presents a HS representative role typology distinctively based on cross‐perceptual data that also provides a more holistic perspective of the HS representative role by considering representatives’ purpose, role enactment and OHS impact.

Nigeria has one of the highest graduate unemployment rates in Africa, and there is no comprehensive policy framework to address it. Evidence shows that integrating craftsmanship into higher education academic programmes can enhance graduate employability. Therefore, there is a need to integrate it into the built environment programmes at institutions in Nigeria. The built environment craftmanship (BEC) in Nigeria's HEIs may have had some challenges, although studies about these challenges are scarce. In this regard, the study investigated BEC's perceived encumbrances and proffered measures to integrate craftsmanship skills in Nigerian HEIs built environment programmes.

The research adopted a qualitative research design using a virtual interview approach to solicit data from 34 experts across Nigeria. An exploratory approach was used to engage selected HEIs in Nigeria and thematic analysis was adopted to analyse the collected data, and saturation was achieved.

The study findings indicate that integrating BEC in built environment programmes will enhance graduate employment. However, possible encumbrances like institutional frameworks, funding, infrastructural development and pedagogical and social-cultural issues were found to be affecting BEC's integration into built environment programmes at higher education in Nigeria.

Future studies should explore more detailed large-scale investigations about integrating craftsmanship into higher education institution (HEI) programmes.

Given the dearth of pragmatic studies on the built environment graduates' unemployment in Nigeria, this research contributes to the academic community debates on reducing graduates' unemployment via BEC in HEIs.

Because of advances in woollen woven textile manufacture, the occurrence of industrial textile mending has diminished. While the demand for the skill is still present in certain settings, the availability of learning resources is limited relating to this particular craft. The purpose of this paper is to design and produce an effective educational learning tool to teach mending skills.

To address the aims of this dissertation project, bricolage methodology and qualitative research methods have been used. Using the findings from primary and secondary research, the educational, instructional video was developed to document and display the mending craft practice in a format that would endure and be accessible to anybody who wished to learn. After determining that the ability to understand woven pattern structures was key in learning mending skill, the visual tool was developed using two-dimensional woven structure diagrams and animations to train pattern comprehension and recognition.

The results of educational video tool testing confirmed that using two-dimensional animated diagrams of woven structures was an effective method to teach pattern comprehension. Also, it was found that the trainee’s participation in the instructional video was effective in helping to teach other learners mending skills. The structure of the educational video made the learning more organised and comprehensible, as it assisted in the learning process through the combined media that reiterated the same information in different formats.

Design technology was applied to provide a comprehensible educational resource that could be used to learn and revitalise mending skills. The principles and methods applied in this resource could be adapted to teach different textile disciplines or other craft practices.

The learning objectives of this case are as follows: identify and understand the major challenges/problems faced by a social enterprise in promoting handicraft business; examine the value chain architecture of handicraft products; assess the role of the protagonist (Sanjay) as a social change agent in shaping a successful social enterprise; assess Sahaj Crafts' initiatives and analyze whether the key intervention/s planned/executed were required for skilling up of rural artisans and upgradation of handicraft business; know the marketing strategies for handicraft products; and understand the “strategies” which need to be applied for uplifting people's lives at the bottom of pyramid in general and for enlivening of artisans’ clusters in particular. The outcomes are as follows: examining the value chain architecture of handicraft product; understanding the difficulties and challenges of structuring a viable social business model; examining the role of Sanjay as a social change agent in shaping a successful social enterprise; and examining the model of Craft Incubation Center and design education proposed by Sahaj Crafts for improving rural artisans’ livelihood and skills upgradation.

Sanjay Joshi – the promoter and CEO of “Sahaj Crafts” (a social enterprise established in Western Rajasthan, India), an initiative to strengthen indigenous skills and mainstream rural craft products and artworks – is faced with the question of how to scale up his organization’s operations. Doing so requires that he address these fundamental challenges in terms of – how to deal with unorganized craft communities; match up product orientation to market demands; integrate modern technology / processes in craft business; combat restricted mobility of women artisans; and make effective interventions so that the artisans learn and enjoy working in the current model and solve the financial issues faced by the social enterprise. Providing effective and implementable answers to those questions is vital to Sahaj Craft’s development in attaining its mission to alleviate poverty in the region. Failing to expand operations above a critical scale may leave Sahaj Crafts vulnerable in meeting sufficient demand for contemporary craft products in the mainstream markets.

This case study is primarily suitable for post-graduate level management students to teach the concepts of designing and operationalizing a “social” business model in a social entrepreneurship module. This case study can also be used for highlighting business model innovations in the social sector of emerging markets. The case could be taught in the following academic domains: social entrepreneurship; bottom of the pyramid; social inclusion; supply chain consolidation (vertical integration in a value chain); marketing strategies for handicraft products; branding; brand positioning; cost and management accounting.

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

CSS 3: Entrepreneurship

This paper aims to examine how different levels of message appeals, message sources and social norms influence the purchase (i.e. booking) intention of eco-accommodations.

The proposed hypothesis was tested using a 2 (message appeal; rational vs emotional) × 2 (message source; expert vs blogger) × 2 (social norm; injunctive vs descriptive) between-subject experimental online design.

Advertising appeals and social norms are major predictors of eco-accommodation’s ad effectiveness and message appeals, sources and social norms, and their classifications interrelate with each other. The highest intention to purchase an eco-accommodation was found for a promotional message, which is sent by an expert, expresses a rational appeal and includes a descriptive social norm. Perceived emotional value in contrast was increased with a blogger statement including an emotional appeal and an injunctive social norm.

The used experiment only focused on one product, namely, eco-friendly accommodations. The impacts of different message contents might vary as a function of the promoted product.

To develop persuasive messages which combine all three message contents, experts should craft messages with rational characteristics and address a descriptive social norm.

Although consumers show a desire to buy eco-friendly tourism products, it seems that supply actually overweighs demand. As research in the field of eco-accommodations is still limited, this study examines the role of different combined promotional message contents to further clarify the apparent gap in green consumption.

The urgency of improving the schools call for a distributed instructional leadership model where teachers are not just recipients of professional development, but also active leaders who are coaches and mentors for their peers. The purpose of this paper is to examine the teacher leadership development system in Shanghai, and identify pathways to constructing actionable models that develop and maximize instructional expertise.

This is a qualitative study. Purposive sampling was conducted to select four teaching-study groups from a frame that included all certified “expert teachers” from a large Shanghai district with about 9,000 teachers. Grounded theory approaches were used to understand “what actually happens in the teachers’ world.” Participative observations (of lesson delivering and collaborative decoding), semi-structured interviews, teachers’ reflective journal entries, and video recording of group work and lessons were the main measures of data collection.

Three key features of expertise infusion were identified: recognizing, differentiating, and labeling teacher expertise at multiple mastery levels; providing expert teachers with support and leadership responsibilities to lead practice-embedded and cross-school peer learning; and creating a roadmap for teachers to chart continuous learning pathways individually and build an enhanced content pedagogical knowledgebase collectively.

Results from this study provide the impetus for further exploration in how Shanghai continuously share and improve good teaching systemically, which could be informative to US schools and districts in their effort of redesigning professional development that maximizes available expertise among teachers and stimulates teacher-led action research for student learning.

Summarizes experience gained from implementation and review of the needs assessment process in 12 client‐driven applied research studies and puts it forth as a set of propositions which relate to decisions concerning organization and societal economic development projects. Suggests that a needs‐assessment process must be client‐owned, pragmatic and result in outcomes which are usable and perceived by stakeholders to be important. As well as being grounded in economic and research theory, a needs assessment must contain definable data sets comprising skill/knowledge profiles categorized into some usable format. The 12 studies provide support for these ideas, validating models characterized by intensive involvement and topdown/bottom‐up consultation developed in the authors′ previous publications.

The purpose of this research study is to identify differentiation factors Burgundian wineries use to distinguish their brand, and to determine whether these methods align or conflict with luxury marketing differentiation attributes.

A qualitative methodology of 23 in-depth interviews with various sized wineries, as well as Burgundy market experts, was used. In addition, document analysis of websites and marketing materials was carried out along with a comprehensive review of the luxury marketing literature.

Results show that Burgundian wineries have adopted some, but not all, of the luxury marketing differentiation attributes. Furthermore, there are a series of core tensions in the industry, including disagreement on using luxury marketing strategies. These findings contribute to the theory base in luxury wine marketing by illustrating how general luxury marketing attributes are used for wine brand differentiation.

This research is the first of its kind to investigate luxury marketing differentiation practices of Burgundy wineries. The results are relevant for new wineries in Burgundy, as well as those in different regions of the world who desire to emulate, and perhaps come close to achieving, some of the luxury price points that certain Burgundy wine producers achieve. The information is also useful to assist related industries, such as food and spirits, which struggle in implementing luxury marketing strategies.