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This case involves the March of Dimes (MOD) Foundation, the “leading nonprofit organization for pregnancy and baby health.” MOD’s mission was to support medical research, organize volunteer workers, and provide community services and education to save babies’ lives (www.marchofdimes.org). The strategic issue in the case involves creating awareness of both the mission and services of MOD and the critical issue driving that mission – premature births. The organization must create a desire for various target markets to take action in response to the problem. The main protagonist is Doug Staples, Senior Vice President for Marketing and Communications.

Data were collected via personal interviews with the primary protagonists, Doug Staples, and Mike Swenson of the Barkley agency. The MOD provided quantitative Gallup studies they commissioned, as well as documents unveiling the roll-out in the San Jose, CA region. The Barkley Agency provided qualitative data from a study which consisted of eight focus groups conducted in two markets and ten personal interviews. Secondary research was used to provide a support for industry and market data, to supplement organizational facts provided by the MOD, and to identify and link marketing theory to the situations provided in the case. The organization, facts and characters in this case were not disguised. MOD was consulted throughout the case development process.

This case study is recommended for marketing courses at the undergraduate level. It is most appropriate for marketing management, introductory marketing, or marketing strategy classes. Additionally, this case is a good fit for courses focused upon not-for-profit marketing issues.

The strongest opportunities to apply theory using this case relate to branding (see De Chernatony and Dall’Olmo Riley, 1998 for a content analysis of the brand literature). These theories include brand image and personality (Aaker, 1997; Belk, 1998; Grohmann, 2009), brand awareness (Aaker, 2002), brand involvement and customer loyalty (Brakus et al., 2009), brand engagement (Sprott et al., 2009), brand relationships (Breivik and Thorbjornsen, 2008), and brand equity (Aaker, 2002, 2008). Specifically, question 2 addresses brand personality, and questions 3 and 4 explore relationships with the brand such as the emotional power of the brand and brand association. Question 6 focuses on positioning strategy.

One explanation for why people wear masks to prevent the spread of COVID-19 focuses on political party affiliation. This study explores the role of values in attempts by five South Dakota cities to pass local mask mandates.

A nonrandom convenience sample used search engines to find documents on mask mandates in South Dakota. The working hypotheses are: (1) the debate over mask mandates is a form of value conflict over freedom of choice and the role of government that reflect those held by Emerson, Thoreau, and Spencer and (2) the mandates themselves prescribe Value-Rational rather than Instrumental-Rational action to control the pandemic.

Antimaskers valued freedom of choice, and were willing to defy authority while promasker health professionals valued science and were willing to sacrifice themselves for the health of their patients. South Dakota cities encouraged mask wearing but did not include penalties for noncompliance. The vociferous opposition to the mask mandates resembles the opposition cities encountered when deciding to fluoridate drinking water in the 1950s and 1960s.

A case study cannot be generalized and may reflect sampling and researcher bias. Future research could include a content analysis of documents and videos presenting both sides of the debate.

This case study may provide the first in-depth analysis of values in the masking debate.

The purpose of this study was to re-examine racial and gender differences in home and community-based services utilization. Using the 1999 National Long Term Care Survey, the Anderson-Newman (1995) health behavioral model, social supports and structural factors were used to examine predictors of service use among four in-home and two community-based services. The results showed that race did not have a significant main effect on service use, but gender had a significant main effect for housework, home delivered meals, and congregate meals. Using an interaction term, older white women reported higher usage of housework. Among the predictors, enabling factors had the strongest effect on the use of personal care/nursing, home delivered meals, transportation and senior centers’ services. The results also indicated the importance of social supports and structural factors, particularly service awareness, in predicting service use. Implications for policies and practice to improve community outreach, access and utilization of services by different racial groups of elders are discussed.

Perceptions of climate change are strongly influenced by visual cues and images. Many universities have made significant steps towards decarbonisation, yet these often remain hidden from the campus community. This study aims to explore the hidden curriculum of climate change on campus and compare participants’ images of sustainability on campus with those on university websites.

This research was underpinned by a critical realist perspective using innovative visual research methods including auto-photography and photo-elicitation to enable deep understanding of perceptions of sustainability and climate change on campus. Grounded visual pattern analysis (GVPA) was used to analyse campus photos and compare them to images used on university websites.

Findings suggest that staff and student images more strongly encapsulated tensions between humans and nature than website photos, but that the latter included more evidence of social sustainability. Neither image set expressed climate change issues effectively; the invisibility of university decarbonisation activities represents a lost opportunity for learning.

This research uses novel visual methodologies and analysis (GVPA) with potential for wider use in sustainability research. This study offers new insights into the importance of the hidden curriculum of sustainability in higher education and the difficulties of making climate change visible on campus.

This study examines chronic illness, disability and social inequality within an exposure-vulnerabilities theoretical framework.

Using the National Survey of Drug Use and Health (NSDUH), a preeminent source of national behavioral health estimates of chronic medical illness, stress and disability, for selected sample years 2005–2014, we construct and analyze two foundational hypotheses underlying the exposure-vulnerabilities model: (1) greater exposure to stressors (i.e., chronic medical illness) among racial/ethnic minority populations yields higher levels of serious psychological distress, which in turn increases the likelihood of medical disability; (2) greater vulnerability among minority populations to stressors such as chronic medical illness exacerbates the impact of these conditions on mental health as well as the impact of mental health on medical disability.

Results of our analyses provided mixed support for the vulnerability (moderator) hypothesis, but not for the exposure (mediation) hypothesis. In the exposure models, while Blacks were more likely than Whites to have a long-term disability, the pathway to disability through chronic illness and serious psychological distress did not emerge. Rather, Whites were more likely than Blacks and Latinx to have a chronic illness and to have experienced severe psychological distress (both of which themselves were related to disability). In the vulnerability models, both Blacks and Latinx with chronic medical illness were more likely than Whites to experience serious psychological distress, although Whites with serious psychological distress were more likely than these groups to have a long-term disability.

Several possibilities for understanding the failure to uncover an exposure dynamic in the model turn on the potential intersectional effects of age and gender, as well as several other covariates that seem to confound the linkages in the model (e.g., issues of stigma, social support, education).

This study (1) extends the racial/ethnic disparities in exposure-vulnerability framework by including factors measuring chronic medical illness and disability which: (2) explicitly test exposure and vulnerability hypotheses in minority populations; (3) develop and test the causal linkages in the hypothesized processes, based on innovations in general structural equation models, and lastly; (4) use national population estimates of these conditions which are rarely, if ever, investigated in this kind of causal framework.

Purpose – In this chapter, I set out to unexcise the messiness of maternalisms and disparities in women's health care by addressing narratives about reproductive trauma. I ask, what might it mean to analyze the interaction between the medical industrial complex and women who experience reproductive trauma as a social practice, one that is constitutive of gender socialization and the medicalization of women's bodies in the American nation-state? I accomplish responding to the question by addressing a vastly underresearched and underaddressed pregnancy complication Hyperemesis Gravidarum (HG).

Methodology/Approach – First, I thread posts from supportive online reproductive trauma forums to weave thematic narratives about and the impacts of HG. Next, I review biomedical literature in order to probe potential etiology. Third, I share my debilitating experiences with HG – reproductive traumas – to interrogate dominant androcentric biomedical discourse of pregnancy culture, maternalisms, maternal ideology, and epistemic violence.

Findings – Our knowledge about HG continues to be murky and unresolved, leaving many pregnant people – namely women – untreated.

Research limitations/implications – I call on the absence of contemporary protective sociocultural structures that provide support and care – gendered health-care disparities – for women during pregnancy, labor and delivery, and postpartum in order to advocate reproductive trauma is a viable and normal expression in the context of misogynist social scripts.

Originality/Value of the Chapter – My hope is to raise the volume on narratives of pregnancy trauma and reproductive experience using HG as a case study and my intention is to argue gender is a salient factor in health-care disparities.

The purpose of this paper is to study how a social venture perceives and constructs its identity. This study highlights the importance of a common cause and collective entrepreneurial identity when studying entrepreneurial cognition in a social entrepreneurship context. The study also introduces the concept of identity layers. These aspects have not been emphasized in previous research and, therefore, there is a lack of knowledge in this specific area. The research question that this paper sets out to explore is “What influences the identity perception of a social venture and how does the identity construction process affect organizational behavior?”.

The paper starts by presenting references to previous research in social entrepreneurship, entrepreneurial cognition and organizational identity, thereby building a theoretical context for the case study. The case chosen is the cultural heritage site Rosenlund located in Pietarsaari, Finland. The study is based on qualitative data. Previous research on entrepreneurial identity has often been based on narrative analysis and discourse analysis (Jones et al., 2008; Down and Warren, 2006). To get a different point of view, this analysis concentrates more on behavior and outcomes, but in combination with narratives. The data analysis starts out by mirroring Rosenlund in the categorization of Zahra et al. (2009) and then moves on to taking a closer look at the organizational identity and how it is constructed.

The results from the case study show that the identity perception and the identity construction process are strongly affected by the mission (i.e. the cause) of the organization. Due to limited resources, the organization needs to be flexible, but the organization is under no circumstances ready to compromise its values. To avoid this potential dilemma, the organization has created an identity consisting of many layers, where the outer layer is thinner and more inclusive, thus providing the flexibility needed. This way of constructing identity clearly impacts the way the organization works.

The results indicate that Rosenlund identity-wise perceives itself mainly as a collective actor. The entrepreneurial actions undertaken cannot be assigned to one single actor, but instead to a group of people. This does not rhyme very well with existing entrepreneurial cognition research where the focus is on the person, i.e. individual actor. To get a better understanding of social entrepreneurship, “collective entrepreneurial cognition” therefore needs to be studied. The organization studied turned out to be a social constructionist. It remains for future research to investigate if the same layers of identity can be seen in social bricoleurs and social engineers.

The results indicate the importance of identifying and communicating mission and values, i.e. defining core identity. Strategic decisions become easier when the organization has clearly defined its cause and its values, because then the organization will know when to compromise and when to say no in order not to jeopardize the cause. In the long run, this will have a positive effect on the organizational development.

One important finding is the existence of different layers in the organizational identity. This aspect has not been addressed before and can certainly deepen our understanding of social entrepreneurial ventures. Moreover, the findings show that by introducing the concepts of organizational identity and identity building, the focus of the entrepreneurial cognition debate shifts from an individual perspective to a collective perspective. This aspect has not previously been explored in entrepreneurial cognition research.

Complementary and alternative medicine (CAM) as a topic of research and as an approach within the health care delivery system has become increasingly accepted. Aided by the holistic movement, and after a century and a half of striving for legitimacy, CAM is also increasingly becoming more accepted by mainstream medicine. This chapter reviews the social sources of disparities in use of CAM, with a greater focus on English-speaking countries, and especially the US. This chapter will briefly highlight the basic underlying principles of CAM as linked to its history and discuss types of CAM. The major focus of this chapter will be a review of the literature on social factors and use of CAM, looking at such factors as age, gender, socioeconomic status, race/ethnicity and immigration status, and health status. As part of this, we will also discuss the integration of CAM and conventional care. In conclusion, future directions for social science research in CAM will be discussed, specifically elaborating on the importance of the social sciences linking CAM with other growing interests in health and wellness.

The medical suppression of female sexuality in Victorian society has long been the subject of historical and cultural scholarship, with documentation not only of textual threats by religious and medical “experts,” but also of surgical assaults on female reproductive systems (Longo, 1979, 1986; Scull & Favreau, 1986; Sheehan, 1997). Less well known is the apparent obverse: the use of medical techniques to stimulate the female genitalia as a means of treating hysteria and other mental disorders (Maines, 1999; Schleiner, 1995). In this paper, I trace the cultural history (mainly Anglo-American) of the psychiatric enhancement, as well as repression, of female sexual pleasure, through various genital treatments, including the surgical and the electrical.¹ I then make the case that these “opposite” treatments are, in the context of Victorian society, two sides of the same coin of the patriarchal, medical control of female sexuality.²