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Purpose – To offer a thought-provoking reflection of my experiences ‘in the field’ at alcohol-infused sporting events. This chapter, in effect, is a piece of qualitative research on the ‘doing’ of quantitative survey research. This chapter provides important insights into the politics of collecting and representing data and the social boundaries within which those data are collected.

Design/methodology/approach – Between September 2011 and February 2012, I embarked on data collection for a research project that investigated the culture of alcohol promotion and consumption at major sport events in New Zealand. Specifically, I was interested in examining the public spaces where alcohol was promoted and where people consumed alcohol as part of the overall entertainment experience of sport mega-events. The discussion in this chapter presents an overview of the politics and performances of in-field research.

Findings – I discuss particular cultural, conceptual, methodological and ethical quandaries that coincide with undertaking such research. In doing so, I consider the situational standpoint, positional paradox and behavioural bind of my research experience.

Research Implications – This chapter contributes to the on-going scholarly dialogue that details the complexities of research management and strategies for studies exploring the sport-alcohol nexus, which will be of benefit to current and future qualitative researchers in their preparation to conduct fieldwork about sport and alcohol.

Limitations – The reflections offer details about the culture at specific events and scholars should be cautious of the extent to which they can be generalized from one alcohol-infused sport event to the next.

Based on in-depth interviews with 64 women in 5 Japanese firms, this chapter examines how women workers interpret workplace sexual behaviors and interactions in different organizational contexts. The chapter explores the processes by which workplace sexual interactions, including harmful behaviors, are normalized and tolerated. It discusses three types of sexual workplace interactions in Japanese firms: (1) taking clients to hostess clubs, which women workers often see as “a part of their job”; (2) playing the hostess role at after-work drinking meetings, where a certain amount of touching and groping by men is seen as “joking around” or simply as behavior that is to be expected from men; and (3) repetitive or threatening sexual advances occurring during normal working hours, which are seen as harassment and cause women to take corrective action. The chapter confirms previous studies that have shown that women's interpretations of sexual behaviors can vary from enjoyable to harmful, depending on the organizational contexts. The chapter also argues that Japanese organizational culture, through its normalization of male dominance and female subordination, fosters and obscures harmful behaviors. Eradicating harmful sexual behaviors will require firms to reevaluate sexualized workplace customs and mitigate the large gender gap in the organizational hierarchy in Japanese firms.

Drawing on the social cognitive theory, this study investigated the effect of mentors' drinking norms on their protégés' alcohol misuse by focusing on the mediating role of conformity drinking motives and the moderating role of moral disengagement. We conducted a three-wave survey of 148 mentor–protégé dyads and found that mentors' drinking norms were positively related to their protégés' alcohol misuse and that this relationship was fully mediated by conformity drinking motives. Moreover, the moderated mediation model revealed that moral engagement strengthens the main effects of mentors' drinking norms on conformity drinking motives and the indirect effects of mentors' drinking norms on protégés' alcohol misuse via enhanced conformity drinking motives. The theoretical and practical implications are discussed.

Purpose: The purpose of the study was to gain insight into fans' perceptions, attitudes and behavioural responses toward their favourite college football team in the context of a new beer sponsorship agreement. Specifically, the chapter examines differences in fans' attitudes and behaviours based on their gender, team identification and drinking habits.

Design/methodology/approach: A quantitative, cross-sectional survey design was employed. The sample was comprised of Amazon Mechanical Turk (MTurk) workers who self-identified as college football fans. A hypothetical scenario was used as a manipulation, whereby participants were asked to imagine their favourite college football team had entered into a new alcohol sponsorship agreement while completing a questionnaire.

Findings: Highly identified fans exhibited more positive attitudes and behaviours after being presented with the hypothetical scenario than less identified fans. In terms of gender, female fans had increased attitudes toward sponsorship compared to males, and highly identified females had the most positive attitudes and behavioural intentions toward their favourite teams of any of the four subgroups in the study.

Research limitations/implications: The small sample sizes of some fan subgroups affected statistical power, which may have led to falsely insignificant findings. The range of favourite teams among the participants (50 universities) meant there was likely a high degree of variation between fans' previous experiences with beer/alcohol at college sport venues.

Originality/value: The study offers valuable insight into the intersection of sport fandom and gender in the context of alcohol sponsorship in US college sport, and is also among the first investigations of the effects of team identification on perceptions toward alcohol sponsorship.

This chapter will use A Propos de Nice, filmed by Jean Vigo and Boris Kaufman in February and March 1930, as a case study to illustrate how city films created segmented views of quotidian urban life in both form and content. In terms of form, short clips are juxtaposed in a rapid montage to form a segmented portrait of the city. In terms of content, the segments in Vigo's film, and the city film genre as a whole, are full of everyday events such as drinking coffee, washing clothes, sunbathing, and playing boules. The portrait of Nice that emerges within the film, then, is one of quotidian segmentation. This chapter will conduct a visual analysis of the film as it progresses, situating it within the history of Nice, cinematic conceptions of the city prior to its production, the city film genre, and the French avant-garde.

Fewer than half of UK start-up businesses survive beyond five years (ONS, 2020). The Scottish Small Business Survey of 2019 found competition in the market and uncertainty as to how to face it were considered the most significant barrier to success by almost half of Small and Medium-sized Enterprises (SMEs) (Scottish Government, 2020). This chapter considers how four Scottish breweries have formulated start-up strategies to respond to competition in an ever-increasingly crowded marketplace in order to maximise their likelihood of survival. The findings from each of these case studies are presented in an accessible format, and indicate that a variety of approaches to the development of the businesses can be adopted, albeit planned approaches dominate. Drawing on real life experiences of four successful businesses, the practical choices they took provide guidance and inspiration for other aspiring craft beer entrepreneurs in selecting an appropriate approach to and content of their founding strategy.

This chapter focuses on donating to the church on the part of Wesleyan Methodists in the Kingdom of Tonga. It illuminates the dynamism and tension emerging between religious faith and economic practice. Quantitative analysis of income and expenditures are combined with qualitative observations of villagers' actions and discourse in this microanalysis of donating events, which seeks to comprehend the situation from point of view of the local adherents. It concludes that what might appear in Tonga on the surface to be a purely competitive practice is actually a complex blend of competition and cooperation, with the latter probably having a larger role than the former in these transactions.