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In 2009–2010 Procter & Gamble’s Old Spice brand had to respond to two important challenges. First, after a successful rebranding of the Glacial Falls scent into Swagger (see Kellogg Case #5-411-752), Old Spice’s core brand team had to determine its next step in advertising. The options being considered included continuing to advertise Swagger, switching to advertising a different scent, advertising the umbrella brand, or placing an emphasis on body wash instead of on deodorant. This decision also involved proposing both the messaging and the media buy for the option selected. Second, in conjunction with this issue, the brand team had to decide whether the messaging of its advertising should respond to competitor Unilever’s new advertising for Dove for Men, which would be kicked off in an upcoming Super Bowl spot. Students will step into the shoes of Mauricio O’Connell—one of the assistant brand managers of Old Spice—as he and his team brainstorm how to position the brand for another big success.

After reading, analyzing, and discussing the case, students should be able to:

• Ask critical questions to help decide among multiple advertising strategies

• Describe issues for a brand that relate to managing advertising across its portfolio

• Understand how competitive behavior can affect a brand's decision

Ask critical questions to help decide among multiple advertising strategies

Describe issues for a brand that relate to managing advertising across its portfolio

Understand how competitive behavior can affect a brand's decision

This case features Old Spice's efforts to reposition Glacial Falls after sales stagnated in the United States. The challenges in this case are twofold. First, it sets the stage for deciding whether and how to reposition a brand after a period of significant stagnation. This entails a targeting dilemma about whether to keep existing customers or take the risk of losing them to go after a new target. Second, this case examines whether the company should make a sensory change in the product (i.e., the scent) or whether it should undertake a cognitive change in the positioning of the product instead.

The case gives students the valuable experience of making a positioning choice and supporting the rationale for the positioning chosen. Specifically, it can be used to discuss:

This case features Bel-Brand's efforts to position its flagship brand The Laughing Cow in the United States. The challenges in this case are twofold. First, choose a viable position for a brand after a period of high growth following the South Beach Craze. The difficulty here is that the initial driver of the brand's position, the South Beach Craze, an environmental factor, is dwindling and is not sustainable. Second, the brand was receiving pressure from global stakeholders to try to unify the positioning in the United States with the global brand positioning. These are both challenges that were faced by the marketing team and raised in the case.

This case can be used to teach the following topics: 1) Developing a sustainable positioning. This case gives students the valuable experience of making a positioning choice and supporting the rationale for the positioning chosen. Furthermore, it demonstrates how a brand maintained a position after the initial support/argument for that position has dwindled or disappeared. 2) Managing global versus local positioning. The case also showcases a real life example of where positioning in the United States was extremely misaligned from the global positioning of the brand, and how the brand responded to this. 3) Write a positioning statement. One important exercise that students could be asked to do is write a positioning statement and become more familiar with concepts such as point-of-parity (POP), point-of-difference (POD), and reason-to-believe (RTB).

There are racial differences in policing and treatment when people are stopped for the same crimes, and scholars have long documented and expressed concern regarding the police’s reactions to Black men. In this paper, we argue that racism is the root cause of police-involved killings of unarmed Black men. Utilizing several contemporary examples, we articulate the ways racism operates through cultural forces and institutional mechanisms to illustrate how this phenomenon lies at the intersection of public safety and public health. Thus, we begin by defining racism and describing how it is gendered to move the notion that the victims of police involved shootings overwhelmingly tend to be Black men from the margins of the explanation of the patterns to the center. Next, we discuss how the police have been used to promote public safety and public health throughout US history. We conclude by describing common explanations for contemporary police-involved shootings of unarmed Black males and why those arguments are flawed. Reframing the phenomena as gendered racism is critical for identifying points of intervention. Because neither intent nor purpose is a prerequisite of the ways that racism affects public safety and public health, the differential impact of policies and programs along racial lines is sufficient for racism to be a useful way to frame this pattern of outcomes. Incorporating gender into this framing of racism introduces that ways that Black men have been viewed, stereotyped, and treated implicitly in institutional practices and explicitly in institutional policies.

Although work-related antecedents of abusive supervision are well-known, knowledge on the cross-domain antecedents of this destructive leadership behavior is scarce. Accordingly, this study aims to investigate off-the-job supervisors’ after-work experiences that may influence their work behavior. The authors explore how and when a supervisor’s poor recovery experiences lead to abusive supervisory behaviors through a negative start-of-workday mood for high vs low supervisor sleep quality.

The authors conducted a single-source, three-phase field study (N = 422) to test the proposed moderated mediation model for participants from a large telecommunications company located in Anhui province, People’s Republic of China.

Poor recovery experiences in the supervisor’s personal life can spill over to their work domain and provoke abusive supervisory behavior through the mediating effect of a negative start-of-workday mood. Moreover, a supervisor’s good night’s sleep (i.e. first-stage moderator) serves as a key mitigating factor to diminish the negative start-of-workday mood resulting from a lack of relaxation, mastery experiences and control experiences (except for the lack of psychological detachment from work) and lessens abusive supervision.

This study contributes to the literature examining off-the-job events to understand the antecedents of abusive supervision that are beyond organizations’ control but significantly influence workplace behaviors, showing that not all antecedents of abusive supervision exist in the workplace; some are transferred from the home domain through nonvisible moods. Finally, the inclusion of sleep quality as a first-stage moderator provides insights on preventing abusive supervision caused by nonwork-related events. This adds a unique dimension to the abusive supervision literature by highlighting factors in the home domain that can prevent negative spillovers to the work domain. The authors conclude with some theoretical and practical implications for researchers and practitioners.

The hierarchies of effects models have been perpetually updated across different time period. Ever since the evolution of the primary customer path indicated through the Attention, Interest, Desire, Action model in the 1900s, the hierarchical frameworks have witnessed a significant transformation in context to the present age of Web connectivity. Therefore, the purpose of this study is to understand the transformation in the hierarchy of effects models in the age of connectivity.

This paper is conceptual in nature and an attempt to provide an overall view of the shifting dimension in the customer path as indicated in the various hierarchies of effects models since evolution up to the age of digitalisation.

It is observed that in the age of connectivity customer loyalty is expressed in terms of brand advocacy rather than repurchase, and that the customer path has been redefined. This seems pertinent because of the swift exchange of information that occurs among the online customer communities.

This paper identifies a need to provide a contemporary outlook to the customer path in the age of internet connectivity.

The current piece summarizes five critical points about racism from the point of view of Black scholars and allies: (1) Black people are experiencing exhaustion from and physiological effects of racism, (2) racism extends far beyond police brutality and into most societal structures, (3) despite being the targets of racism, Black people are often blamed for their oppression and retaliated against for their response to it, (4) everyone must improve their awareness and knowledge (through both formal education and individual motivation) to fight racism and (5) anti-racist policies and accountability are key to enact structural reformation.

The first three of these points detail the depths of the problem from the perspectives of the authors and the final two lay out a call to action.

This viewpoint is the joint effort of 14 authors who provided a unified perspective.

This was one of the most original experiences the authors have had – working with 13 former/current students on joint perspectives about police brutality and racism more generally. The authors thank for the opportunity.

This research aims to investigate how consumers’ authentic pride versus hubristic pride affects different construal levels of mind-sets and subsequent product evaluation by activating local versus global cognitive appraisal tendencies. Furthermore, this research also examines how lay theories impact the effects of pride on construal levels and how power moderates the effect of hubristic versus authentic pride on product preferences varying in construal levels.

Drawing on cognitive appraisal and construal level theories, this research conducts eight experimental studies to test the hypotheses with an ANOVA, bootstrap analysis and binary logistic regression analysis. The details of the experiments are presented in the paper.

The results show that people feeling authentic (hubristic) pride dominantly adopt a lower (higher) level of construal, and consequently put more weight on feasibility over desirability (desirability over feasibility) attributes. Authentic pride’s inclination to appeal behavior-specific appraisals triggers local appraisal tendencies and bestows lower construal levels, whereas hubristic pride’s inclination to connect the entire self triggers global appraisal tendencies and confers higher construal levels. Incremental (vs entity) theorists are likely to attribute the pride experience to their efforts (traits), and thus feel authentic (hubristic) pride. Furthermore, the product preferences of people experiencing authentic vs hubristic pride depend on their power state.

Notwithstanding the importance of this research, it is worthwhile to note some of its limitations to encourage future research. First, eight studies in the lab were conducted, but no real behavior study was conducted. Although there is a high correlation between the results of lab studies and those of real behavior studies, the authors encourage future researches to elicit the consumers’ pride in the actual consumption situation using a real behavior study. Furthermore, this research mainly focuses on pride, and does not examine other positive emotions, e.g. happiness. Therefore, the authors encourage future research to examine other positive emotions.

The findings suggest that it is appropriate to use construal levels to match consumers’ pride types. In fact, marketers can induce hubristic pride or authentic pride in ads by simply using words or sentences (“feeling proud because of your hard work” or “feeling proud, you are so superior and remarkably unique”), and present either higher- or lower-level construal of desired behaviors to improve advertising effects.

The research contributes to literature by documenting how hubristic/authentic pride can affect distinct construal levels via activating global/local appraisal tendencies. And this research thoroughly illustrates the mechanism by which hubristic/authentic pride activates global versus local appraisal tendencies. More importantly, this research finds how lay theories affect construal level given a pride experience and it also corroborates the moderating effects of power in the proposed relationship, which establish the boundary conditions of the effects of prides on construal levels.

The purpose of this paper is to investigate the link between perceived subordinate performance and abusive supervision. From the perspective of moral exclusion theory, the authors examine cooperative goal interdependence and competitive goal interdependence as key boundary conditions to hypothesize and demonstrate the direct negative relationship between low-performing subordinates and abusive supervision. Within the moral exclusion framework, supervisors may strategically abuse low performers when cooperative goal interdependence is high, or competitive goal interdependence is low. Moreover, this study explores the impact of abusive supervision on subordinate’s objective performance.

This research employs two independent studies to examine the antecedents and consequences of abusive supervision based on respondents from a Fortune 500 company located in Anhui province of People’s Republic of China (PRC). Study 1 uses a time lagged, single source survey while Study 2 employs multi-source, multi-wave data. The results support the integrated model.

Across the two studies, the results showed that the direct negative relationship between perceived subordinate performance and abusive supervision was found to be stronger when cooperative goal interdependence was high and when competitive goal interdependence was low. Study 2 also revealed the negative impact of abusive supervision on subordinate’s objective performance and that the conditional indirect effect of subordinate’s perceived performance on objective performance via abusive supervision was contingent on the extent of cooperative and competitive goal interdependence.

The results clearly demonstrate that supervisors are likely to turn to abusive supervision in response to poor performing subordinates but that the tendency to use abuse as an instrumental strategy for improving subordinate performance is dependent on the nature of goal interdependence between the supervisor and subordinates’ goals. The research also shows that although supervisors may turn to abusive supervision under certain goal interdependence conditions, it is not an effective strategy for actually improving subordinate objective performance. In fact, it has the opposite effect.