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Influencer marketing in the traditional sense is changing and taking on a new and creative form. Previously, classic influencers were real, human people, now there is a rise in fake, artificial influencers who are opening up innovative means for brand–influencer collaborations over a variety of platforms. Computer-generated imagery influencers (CGIIs) are blurring the lines between the concept of real and fake people and with that numerous brands have begun creatively integrating them into both their marketing strategies and campaigns. This chapter contributes to the largely unexplored phenomena of CGIIs with a focus on the social media platform Instagram. Following a qualitative approach, the research provides a first detailed classification of CGIIs according to the categories demographics, positioning, behaviour and brand collaborations, and followers. As a frame of analysis, the current top 20 CGIIs (those with the most followers on Instagram) were investigated according to the top rankings outlined by HypeAuditor in 2019. The research resulted in the findings that CGIIs from their profile tend to be mostly female, of Asian origin, aged between 18 and 25 years old, and their content is most predominantly related to lifestyle and fashion. Also discussed in this chapter are six case studies evaluating creative brand collaborations with CGIIs in order to gain insights, as well as a first guideline to best practices. These collaborations can be seen across a spectrum of multiple different industries, such as luxury, home and interior, service, people, technology, and fashion.

Borrowing from practice theory to enhance institutional theory has much potential. It may help institutional scholars reconnect with its constructivist, processual origins. Yet previous attempts of borrowing across paradigmatic boundaries – both in organization studies and in institutional theory – teach us that borrowing is not a straightforward adoption. Instead, theories that cross known paradigmatic boundaries go through a process of translation, and may well get lost in the way. In this paper, the author focuses on methodology and points to impediments to the fruitful adoption of a practice-driven approach to institutionalization, and offers ways to overcome them. In particular, the author points to the need to change the focus from process as an outcome to the inner life of the process; capturing action in vivo and in situ; and finding ways to focus on practice yet not lose connection to its institutional context and implications.

This chapter argues that corporate social responsibility (CSR) and even corporate sustainability and responsibility will be insufficient to generate the transformation needed for businesses, economies, and societies to deal with potentially existential sustainability, climate change, and inequality crises. A new socio-economic narrative needs to be created to underpin thinking about economies, societies, and nature. After briefly looking at CSR today, the paper discusses the power that the neoliberal narrative has in shaping understanding of the roles and purposes of businesses. It then argues for a new narrative emphasizing well-being, dignity, and sustainability, an economy in service to life, as an alternative, highlighting the powerful role that memes, core units of culture, play in shaping narratives.

In 2004 and 2007, the Kauffman Foundation awarded 18 universities and colleges $3–5 million dollars each to develop radiant model entrepreneurship education programs and campus-wide entrepreneurial ecosystems. Grant recipients were required to have a senior level administrator to oversee the program who reported to the Provost, President, or Chancellor. Award recipients included Syracuse University (2007) and the University of Rochester (2004). Cornell was not a Kauffman campus. This chapter explores three case studies in the radiant model of university-wide entrepreneurship education as deployed at Cornell University, The University of Rochester, and Syracuse University. The authors examine the history, accelerators, and challenges of the radiant model of university-wide entrepreneurship education.