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This introduction to the volume Atmospheric Turn in Culture and Tourism: Place, Design and Process Impacts on Customer Behaviour, Marketing and Branding (Emerald) positions the atmospheric turn in the context of recent paradigmatic turns such as the linguistic turn, iconic turn, cultural turn, spatial turn, mobility turn and design turn. The specific contribution of the atmospheric turn is its profoundly holistic interest in overarching connections which are perceived with all senses and include both matter and idea. With its 22 chapters, this volume sets out to sharpen the atmospheric gaze and perception in research and beyond.

To introduce the concept of cultural equity and provide a theoretical framework for managing cultural equity in multi-cultural markets.

Recent research on the social psychology of globalization, cross-cultural consumer behavior, consumer culture, and global branding is reviewed to develop a theoretical framework for building, leveraging, and protecting cultural equity.

Provides an actionable definition for a brand’s cultural equity, discusses consumer responses to brands that relate to cultural equity, identifies the building blocks of cultural equity, and develops a framework for managing cultural equity.

Research conducted mainly in large cities in North and South America, Europe, the Middle East, and East Asia. Generalizations to less developed parts of the world might be limited.

A very useful theoretical framework for managers interested in building cultural equity into their brands and for leveraging this equity via new products and the development of new markets.

The paper integrates past findings across a variety of domains to develop a parsimonious framework for managing cultural equity in globalized markets.

How can we take multimodalities (the discursive, material, spatial, visual, emotional, embodied, etc.) of institutions seriously? In contemplating the implications of the “multimodal turn” (broadly defined) for institutional inquiry and theory, I first situate it within its intellectual current in the social sciences more broadly. I then use three ethnographic vignettes from Israeli high-tech conferences, all centering on “place” (as a – presumably first and foremost – geographical and material reality) to highlight the shortcomings of a “weak” multimodal approach and the promise of a “strong” one. Finally, I suggest ways to capture multiple modalities within an integrated account and discuss the challenges entailed in an institutional inquiry undertaken to acknowledge, and conceptualize, non-linguistic realities.

This chapter informs current research and practice in organization development and change (ODC) with an actionable knowledge of the social science philosophies. It adds value to the scholarship of ODC by charting the progression of philosophies of social science, by showing how researchers in ODC structure their inquiry based on the inherent philosophical dimensions, and by offering useful and actionable knowledge for research and practice. The aim of the chapter is to reflect on the practice of ODC as a social science and to consolidate its social science philosophies so to provide solid philosophical and methodological foundations for the field.

The construct of “tradition” is commonly used in studies of society and culture and refers to historically patterned institutionalized practices that emphasize the “presentness of the past” in their transmission. However, there is “very little analysis of the properties of tradition” (Shils, 1971, p. 124), especially in the management literature. We draw on illustrative examples from Martha Stewart Living magazine to reveal the use and meanings of traditions and their relevance to understanding institutional micro-foundations in contemporary living. We investigate how organizations bundle various aspects of institutions in their presentation, and seek to advance theory on how institutions matter in everyday life.

In this chapter we discuss how, as a tool for organizational change, action research can affect the development of cooperation between a traditional university and the external environment. The case analyzed was a two-year action research project carried out in cooperation with over 20 employers. This project was carried out at multiple levels and had several essential goals. Apart from its emancipatory role in the shift in the way students carry out their master's theses (toward application, implementation, where organizations become the research subject instead of the research object), the project's aim was to open up the university to cooperation with its environment and conduct useful research. The results indicate that action research through the democratization of the process of introducing changes and its bottom-up nature influences the development of real cooperation between the university and external organizations. Additionally, they contribute to the emancipation of university knowledge, its democratization, dehierarchization, as well as cocreation and sharing with cooperating organizations.

South African scholars, like most scholars in the developing world, have sold the idea that social constructivism is the gold standard of qualitative management research. In this chapter, we caution against this subordination to unquestioned conventions and offer a process relational ontology as an alternative to social constructivism that is often punted by most qualitative research programmes and textbooks. We also debunk the idea that ‘grounded theory’ exists by delving into epistemology and showing how science is ‘self-correcting’ rather than ‘tabula rasa’. Instead of boxing business ethics knowledge, as has been done by the case study gurus, we encourage business and organisational ethicists to own their indigenous heritage through storytelling science based on the self-correcting method underpinned by Popperian and Peircian epistemological thought. This chapter encourages business management researchers to move towards more profound ethical knowledge by refuting and falsifying false assumptions in each phase of the study, in a sequence of self-correcting storytelling phases. This is what Karl Popper called trial and error, and what C.S. Peirce called self-correcting by the triadic of Abduction–Induction–Deduction. We offer a novel method for accomplishing this aim that we call ‘Conversational Interviews’ that are based on antenarrative storytelling sciences. Our chapter aims to evoking the transformative power of indigenous ontological antenarratives in authentic conversation in order to solve immediate local problems ad fill the many institutional voids that plague the South(ern)-/African context.