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Following the traditions of stakeholder salience theory, this paper aims to contend that some institutional investor activists and tactics have more power, legitimacy and urgency than others.

The author undertakes an empirical test of a saliency table looking at the effects of institutional investor heterogeneity on portfolio firm responses using ordinal logistic regression.

This study found heterogeneity for institutional investor type to drive firm responses but not tactic type raising the importance of the attributes of each type of investor activist. The author found a rank ordering of public pension plans, hedge funds and then private multiemployer funds in saliency to portfolio firms. In addition, the use of proxy-based tactics did not help or hurt each investor type. Both findings challenge prior empirical work.

The rank ordering based upon the heterogeneity of institutional investor activists and their tactical interactions are tested providing empirical evidence of the most influential activist investors and tactics in one study, which is rare in the literature.

Today, appearance is an integral aspect of a politician's image and personality and therefore his or her brand (Budesheim & DePaola, 1994; Sanghvi & Hodges, 2015; Smith & French, 2009). While appearance is critical to political marketing, most of the research focusing on appearance in politics is experimental in nature (Lenz & Lawson, 2011; Olivola & Todorov, 2010; Todorov et al., 2005). This study investigates the importance of appearance for marketing politicians through a qualitative interpretivist framework that offers implications for theory. Moreover, this chapter offers a specific focus on the importance of appearance for female politicians.

Research shows women face greater scrutiny on their appearance (Carlin & Winfrey, 2009; Sanghvi, 2018). This chapter examines myriad of issues women in politics face based on their appearance. It also examines how women have successfully managed the issue of appearance at local, state and national levels. Thus, this study delivers a multifaceted view of the topic and facilitates the understanding of how appearance management enters into the political marketing process.