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We introduce critical regionalities and the archipelago metaphor as an analytic lens for interrogating and redrawing regional borders while preserving the benefits of a regional approach.

Using secondary data from Latin America, we interrogate the mode by which regions are adopted in marketing and consumer research, raising a discussion of the analytical scales and boundaries of regional cultures, considering regional interdependencies and their common sociohistorical backgrounds.

We use the critical regionalities approach to examine the rise of gated-communities in Latin America and demonstrate how a regional approach can reveal connections between meso-level sociohistorical processes and cultural values.

The critical regionalities approach transforms assumptions of national or global scales into tools of inquiry: both the nation and the globe become possible scales to contrast with regional archipelagos and enhance researchers’ reflexivity of the how’s and why’s of consumer phenomena.

The method prompts cultural researchers to adopt scales of analysis that more closely reflect the social phenomena being studied, which is especially useful for understanding emerging markets and marginalized areas. We also emphasize the importance of attending to consumer cultural phenomena and processes in non-Western contexts.

The paper offers a solution for the conundrum of how to write about regions without essentializing them. Marketers and policy makers can use the concept of cultural archipelagos to define new segments and understand new markets, without the need to conform to preestablished geographic or political borders.

The purpose of this paper is to identify and examine key areas of the wine consumer's interaction with region of origin, specifically through access to wine information, wine knowledge, the auxiliary relationship with wine tourism involvement and the impact this has on the wine buying decision‐making process.

A conceptual research “model” was developed to set the direction for the development of the research hypotheses and questions. A highly structured questionnaire was administered at a high‐end independent wine retail shop in Sydney, Australia using a convenience sample of 100 randomly selected respondents, all of whom were in the basic wine drinker category or higher. A series of quantitative and qualitative datasets were collected during timeslots spanning 8‐15 minutes per questionnaire.

The results confirm that as wine knowledge increases together with wine involvement, it develops into a greater understanding of a wine's region of origin, impacting positively on the consumer's wine decision‐making process. A consumer's willingness to interact with wine‐related motivations through wine tourism visitation has a profound effect on the importance of a wine's region of origin, therefore attributing to greater recall of wine region in the wine buying decision‐making process.

Wine education and access to wine information have a strong relationship with increasing a consumer's awareness of wines' region of origin and offer scope to further investigate the importance of in‐store assistance and cellar door staff interaction with consumers. Although both these aspects are considered positively by a statistically significant percentage of the sample study, a relationship does not coexist with the importance of wine region as an aid or attribute for consumers when purchasing wine.

Wine marketing strategies in Australia are beginning to incorporate a complementary product brand relationship with region of origin and the use of regional branding, not only as a point of difference, but as an extension of a wine product's attributes. This study aids in further identifying information regarding regional branding and its relative importance, which could lead to subsequent comprehensive research studies. The research findings may be utilized to provide small‐ to medium‐sized wineries an overview of how they may consider closer interaction between their individual brand and regional branding.

The purpose of this paper is to examine the role of personal and inter-firm networks and the elements that contribute to the formation and management of these networks for regional small businesses.

Semi-structured interviews were conducted with 20 small business owners located in regional areas.

The findings highlight key characteristics of regional small business owners’ networks. Findings indicated that participants relied strongly on their personal networks for business purposes. This study shows that while personal networks adapted and changed into informal inter-firm networks, weak-tie relations within inter-firm networks were unlikely to develop into close personal networks. Novel findings also include a preference for “regional interactions” and included regular collaboration with local business competitors. Although the participants used social media to manage their business through personal networks, results confirmed there was a lack of awareness of the benefits of inter-firm networks with businesses outside the local region.

While it is acknowledged small business owners use personal and inter-firm connections to maintain and grow their business, there is a lack of research examining both of these networks in the same study. This research addresses this gap and presents five propositions as a useful direction for future research. This paper adds to the evolution of existing knowledge by expanding understanding of the formation of business networks and conditions of business trust relations within a regional context.

This chapter presents an overview of the Brazilian regional media groups that are characterized by cross-ownership of media outlets in the four main reference platforms for news coverage: daily print, radio, broadcast television, and Web.

The research uses institutional documents to explore the history and operating mode of the groups that own the 50 best-selling newspapers in the country. The theoretical approach is guided by the notion of “spatialization” applied to business communication by Vincent Mosco, and by the concepts of “region,” “regionality,” and “regionalization” based upon authors aligned with the critical thinking approach in the field of geography.

The study identifies the multiple geographical scales at which these groups operate, as well as their dominant business models and the sources of their owners’ capital. Based on this analysis, it argues that the variables which are applied to the large-circulation media at a national level cannot be automatically transferred to the regional and local levels.

The study of regional media reveals a landscape that has not received adequate attention from communications researchers worldwide. It also points to problems which deserve more investigation and elaboration. This represents a new challenge for media studies, for the political economy of communication, and for the nascent field of geography of communication.

This chapter provides a distinctive and nuanced approach to the Brazilian media system. It can inspire other studies on regional communication which take into account the specificities of their geographic scales.

This chapter highlights the characteristics of Asia through the analysis of policy-related documents by five donor countries, namely Japan, South Korea, China, India and Thailand. It will also examine the roles played by regional bodies such as the Southeast Asian Ministers of Education Organization (SEAMEO) and ASPBAE (the Asia South Pacific Association for Basic and Adult Education) as the horizontal channels influencing aid policies in respective countries. Together with the analysis of the national and organizational policies, the regional process of building consensus on the post-2015 agenda is examined, with a particular focus on the Asia-Pacific Regional Education Conference (APREC) held in August 2014.

The analysis reveals that the region has two faces: one is imaginary and the other is functional. There is a common trend across Asian donors to refer to their historical ties with regions and countries to which they provide assistance and their traditional notions of education and development. They highlight Asian features in contrast to conventional aid principles and approaches based on the Western value system, either apparently or in a muted manner. In this sense, the imagined community of Asia with common cultural roots is perceived by the policymakers across the board.

At the same time, administratively, the importance of the region as a stage between the national and global levels is recognized increasingly in the multilateral global governance structure. With this broadened participatory structure, as discussed in the chapter ‘Post-EFA Global Discourse: The Process of Shaping the Shared View of the ‘Education Community’’, the expected function of the region to transmit the norms and requests from the global level and to collect and summarize national voices has increased.

This chapter will situate the global paradigm shift toward Post-Education-For-All (Post-EFA) not only in the policy trends in the field of international education development, but also in the academic context of international relations and comparative education.

The chapter highlights three dimensions which characterize the paradigm shift; namely, discourse on norms, diversifying actors, and the changed mode of communication and participation in the global consultation processes. The existing formal structure of the EFA global governance is based on multilateralism which recognizes sovereign nation-states, representing national interests, as the participants. However, such an assumption is eroding, given that there is a growing number of state and nonstate actors who influence decision-making not only through conventional formal channels, but also informally. Urging the revision of theories of multilateralism, the chapter introduces the attention given to nontraditional donors and horizontal networks of civil society actors in this volume.

The introduction also shows that that the widening basis of participation in the global consultation processes on post-EFA and advanced communication technology have changed the ways in which discourse is formulated. While the amount and the speed of exchanging information have been enhanced and different types of actors have been encouraged to take part, it also obliges scholars to adopt innovative methods of analyzing discourse formation.

The chapter also demonstrates the importance of the focus on the Asia-Pacific region, which is composed of diverse actors who often underscore Asian cultural roots in contrast to Western hegemony. By focusing on the discourse, actors, and the structure through which the consensus views on the post-EFA agenda were built, the volume attempts to untangle the nature of the post-EFA paradigm shift, at the global, Asia-Pacific regional, and national levels.

This chapter reports on the findings from an Australian study exploring how best to facilitate the success of students from low socioeconomic status (SES) backgrounds who are studying at regional universities. Interviews with 69 successful students from low SES backgrounds and with 26 stakeholders experienced in supporting these students were carried out across six regional universities. The chapter focuses on one of the key findings to emerge from the study – the criticality of the technology use in facilitating the success of these particular equity group students. The ways in which the use of technology enables flexibility and facilitates connectedness for students are foregrounded as research-based strategies for improving practice within universities.

This paper aims to determine, which values guide consumers decision-making on natural health products for concentration and cognition (NHPCC) and how they link to choice-relevant product attributes. The purpose is to contribute to a better understanding of NHPCC consumption choices, which can encourage more consumer-centric product development and positioning.

Based on the means-end chain approach, in-depth laddering interviews with 26 consumers of NHP were conducted in Germany from October to December 2020. Qualitative content analysis was applied and a hierarchical value map over the dominant association was built and analyzed.

Five terminal values were found to be relevant for NHPCC decision-making. The personal focused values security, self-direction and stimulation are via health mainly associated with trust and a conscious decision-making, which is linked to the product attributes of effectiveness, tolerance and declaration. Social focused values of universalism or benevolence guide attention on the attributes of sustainability and regionality.

The study contributes to close the knowledge gap concerning the linkages between abstract values and concrete product attributes of NHP through associated consequences. To the best of the authors’ knowledge, this is the first study that analyzed these links for NHPCC, although such products are gaining more interest among companies and consumers. Companies can benefit from the outcomes by developing more consumer-centric product concepts and marketing communication strategies for NHPCC. Due to higher attention on relevant information, consumers’ decision-making could become safer and more conscious.

Attempts to diversify and regenerate the rural economy often embrace a particular representation of the local culture and society. The quality food product industry in particular has secured its status as a key player in the future of rural Scotland, Analysed here is the development of the cluster and enterprise strategies which seek to add value to advance competitive advantage in both domestic and global markets. Based in a consideration of the policy frameworks for rural Scotland, and of the food and tourism sectors especially (both prioritised by Scottish Enterprise and Highlands & Islands Enterprise as key sectors), this paper presents a critical evaluation of how value is construed through an examination of current case studies of Scottish quality food production and promotion. The paper considers how the promotion of particular signifiers of “added value” has implications for how regionality, rurality, quality and Scottishness are all defined.