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Microsoft Office was facing an uphill task in engaging the undergraduate student community. Attracting this audience—the most tech-savvy generation ever—was critical to the future of the Microsoft Office franchise. Microsoft's past advertising efforts to reach this audience had proven lackluster, while its key competitors were gradually entrenching themselves among this demographic. Microsoft's challenge was to determine the best tactics that could successfully connect with this audience. The (A) case describes Microsoft's dilemma and briefly addresses what college students mostly care about: managing homework, creating great-looking schoolwork, preparing for the workplace, and collaborating with friends and classmates. It also provides competitive information, chiefly Google's increasing presence in universities and its focus on the higher education market and the growing influence of Facebook among students and its evolution into a productivity tool. The (B) case describes the qualitative research tools that Microsoft used to get a better understanding of college students: day diaries using Twitter, technology diaries using the Internet and smartphones, focus groups, and one-on-one interviews with students. The case helps students understand the value of ethnographic and qualitative research techniques, draw inferences from the data, and subsequently make recommendations. It illustrates how ethnographic and observational studies enrich research by generating deeper consumer insight than traditional methods.

Students will learn: - How online tools in ethnographic and observational research offer new insights not revealed by traditional survey research - How different qualitative market tools are used to collect data, as well as the pros and cons of different ethnographic research techniques - To interpret and synthesize data from qualitative and ethnographic research - How research can influence a firm's marketing and advertising tactics

Microsoft Office was facing an uphill task in engaging the undergraduate student community. Attracting this audience—the most tech-savvy generation ever—was critical to the future of the Microsoft Office franchise. Microsoft's past advertising efforts to reach this audience had proven lackluster, while its key competitors were gradually entrenching themselves among this demographic. Microsoft's challenge was to determine the best tactics that could successfully connect with this audience. The (A) case describes Microsoft's dilemma and briefly addresses what college students mostly care about: managing homework, creating great-looking schoolwork, preparing for the workplace, and collaborating with friends and classmates. It also provides competitive information, chiefly Google's increasing presence in universities and its focus on the higher education market and the growing influence of Facebook among students and its evolution into a productivity tool. The (B) case describes the qualitative research tools that Microsoft used to get a better understanding of college students: day diaries using Twitter, technology diaries using the Internet and smartphones, focus groups, and one-on-one interviews with students. The case helps students understand the value of ethnographic and qualitative research techniques, draw inferences from the data, and subsequently make recommendations. It illustrates how ethnographic and observational studies enrich research by generating deeper consumer insight than traditional methods.

Students will learn: - How online tools in ethnographic and observational research offer new insights not revealed by traditional survey research - How different qualitative market tools are used to collect data, as well as the pros and cons of different ethnographic research techniques - To interpret and synthesize data from qualitative and ethnographic research - How research can influence a firm's marketing and advertising tactics

It is said that the ageing population in developed countries will cause state pension systems to collapse, cripple national health services and place unacceptable burdens on the state in terms of social benefits. This article challenges several prevalent myths about population ageing and repudiates the idea that ageing is a major economic and social burden. While it is indisputable that all advanced industrialised societies are ageing, this social fact has become a kind of mantra for opponents of the welfare state and for a collection of alarmists.

The purpose of this paper is to examine graduate entrepreneurs’ perspectives of entrepreneurship education (EE) in higher education institutions (HEIs) in their formation as entrepreneurs.

This qualitative research study was conducted amongst 30 graduate entrepreneurs in the South East of Ireland, who established their businesses between 2001 and 2010 (inclusive).

The findings challenge the notion that more EE provision at undergraduate level will lead to greater numbers of graduate entrepreneurs. This is because: HEIs are more focused on preparing students for employment; the academic nature of undergraduate EE; and a “one size fits all” approach to EE fails to recognise the heterogeneity of learners’ needs. However, the findings show that graduate entrepreneurs believed that EE at graduate level provided a welcome “breathing space” to develop their business.

This research was undertaken within a unique, regional environment, therefore, it is influenced by regional policies, priorities and factors and its main HEI. It does not include either other regional, national or international case studies.

This research paper provides a conceptual framework or guiding principles for good practice in EE in higher education to include: an enterprise-centric, HEI; a graduated approach to EE; pracademics; a challenging learning environment; authentic experience; and links with the wider enterprise community.

This research paper offers a nuanced understanding of EE in higher education. Moreover, it contributes to the advancement of knowledge, practice and policy by proposing a conceptual framework for EE in higher education to meet the diverse needs of future graduate entrepreneurs.

Of a company’s most valuable assets, its reputation is among the hardest to build and the easiest to lose. Reputation is also no longer merely a question of brand image and visibility, or “looking good” while dealing with major corporate crises. The other side of reputation is about protecting against the loss of the valuable intangible assets that companies build up over time, such as trust, loyalty and good relationships with stakeholders. Leading global companies are coming to realize that they will be in a much better position to manage change and challenges – financial as well as social and environmental – if they have invested in their relationships with their stakeholders. This means building trust, loyalty, commitment to values, and transparency. However, companies should also reflect on why a good reputation is important to them, who the reputation is aimed at (which stakeholders) and for what purpose (how do they aim to influence stakeholder behavior). Wasting time on the “wrong” stakeholders, such as the media and isolated high‐profile campaign groups, can be as bad as making no effort at all. Consequently, this article focuses not only on the drivers behind the increasing importance of reputation management in our global society, but will also address how companies should take up this challenge.

The twofold aim of this theory-building article is to raise questions about the ability of queer cinema to transform market culture and ideologies around gender and sexuality. First, the authors examine how the very capitalization of queer signifiers may compromise the dominant order from within. Second, the authors address how brands possibly can draw on these signifiers to project authenticity.

Through visual methods of film criticism and the semiotic analysis of three films (Moonlight, Call Me By Your Name and Portrait of a Lady on Fire), the authors outline some profound narrative tensions addressed by movie makers seeking to give an authentic voice to queer lives.

Brands can tap into these narrative attempts at “seeing the invisible” to signify authenticity. False sublation, i.e. the “catch-22” of commodifying the queer imaginaries one seeks to represent, follows from a Marcusean analysis.

In more practical terms, “seeing the invisible” is proposed as a cultural branding technique. To be felicitous, one has to circumvent three narrative traditions: pathologization, rationalization and trivialization.

In contrast to Marcuse's pessimist view emphasizing its affirmative aspects, the authors conclude that such commodification in the long term may have transformative effects on the dominant ideology. This is because even if something is banished to the realm of imagination, e.g. through aesthetic semblance, it can still be enacted in real life.

This paper aims to reports on an academic–industry service development innovation to advance the symptom monitor and track feature within the CogniCare app to support family carers of people living with dementia. Expert opinion from dementia care professionals identified key monitoring strategies for enhanced carer competence and confidence in the early identification of relevant symptoms that would help facilitate meaningful hospital/social care consultations.

A co-production approach between industry and academia included stakeholder representation from NHS Highland and Alzheimer Scotland. Dementia care experts validated items to be included for symptom monitoring and tracking using a newly developed A²BC²D²EF² framework as part of this project and recommended additional strategies for monitoring symptom change, including carer well-being.

Dementia care experts perceived the symptom monitoring and track feature to have the potential to support family carers with dementia care at home and foster a relationship-centred approach to dementia care to facilitate meaningful hospital/social care consultations.

The CogniCare app is the first platform of its kind that aims to support family carers to care for people living with dementia at home. This unique service development collaborative combined dementia and digital expertise to create innovative digital solutions for dementia care. The proposed monitoring and tracking feature is perceived by dementia care experts as a tool with the potential to enhance carer confidence and thus enable safe and effective dementia care within the home environment.

Many analyses point to Trump's behavior on the world stage – bullying and racketeering more reminiscent of a mafioso than a statesman – as a personal character flaw. We argue that, while this behavior was shocking in how unvarnished it was, Trump marks the culmination of a decades-long trend that shifted US foreign policy from a regime of “legitimate protection” in the mid-twentieth century to a “protection racket” by the turn of the twenty-first. While the temperaments of successive presidents have mattered, the problems facing the United States and its role in the world are not attributable to personalities but are fundamentally structural, in large part stemming from the contradictions of US attempts to cling to preeminence in the face of a changing global distribution of power. The inability of successive US administrations – Trump and Biden included – to break out of the mindset of US primacy has resulted in a situation of “domination without hegemony” in which the United States plays an increasingly dysfunctional role in the world. This dynamic has plunged the world into a period of systemic chaos analogous to the first half of the twentieth century.

This chapter presents the key results of a research project that explored managing service productivity in Sub-Saharan Africa through the lens of lived experiences of bank executives employed as ‘knowledge workers’ in the Nigerian banking sector. The study adopted a qualitative phenomenological research design. Data was gathered from 16 Nigerian top bank executives purposively selected using semi-structured face-to-face interviews. Trans Positional Cognition Approach (TPCA), a new phenomenological research method, was used to analyse the data gathered. The study data analysis yielded five themes; micromanagement practices, use of dysfunctional strategies to drive service operations, deposit mobilisation target as a productivity measure, managerial indifference to potential nescience economy issues and master-servant (power culture) strategy, which epitomises fundamental managerial approaches adopted in the sector. The study identified critical service productivity management issues grounded in reality that influence the capability and potentiality of the study knowledge workers. It also contributes the novel, ‘official knowledge worker lived experience of service productivity model’ for use by decision-makers in the banking sector. Thus, it sets an agenda for these ‘knowledge workers’ line managers’ and bank regulators in the research setting. The study extended the viable system model by applying it in this phenomenological enquiry and using it to explain/deepen our understanding of the findings that emerged. The output of this work contributes to scholarly knowledge on service productivity management from the sub-Saharan African banks’ perspective. It can be generalisable in countries with similar financial and economic characteristics like the research setting.

Since Karl Marx fashioned his theory of capitalism in the nineteenth century, scholars have continually updated Marxian theory to capture the pervasiveness of commodity relations in modern society. Influenced by Georg Lukács and Henri Lefebvre, the members of the French avant-guard group, the Situationist International (1957–1972), developed an intransigent critique of consumer capitalism based on the concept of the spectacle. In the spectacle, media and consumer society replace lived experience, the passive gaze of images supplants active social participation, and new forms of alienation induce social atomization at a more abstract level than in previous societies. We endeavor to make two theoretical contributions: First, we highlight the contributions of the Situationist International, pointing out how they revised the Marxian categories of alienation, commodification, and reification in order to analyze the dynamics of twentieth century capitalism and to give these concepts new explanatory power. Second, we build a critical theory of consumer capitalism that incorporates the theoretical assumptions and arguments of the Situationists and the Frankfurt School. Today, critical theory can make an important contribution to sociology by critically examining the plurality of spectacles and their reifying manifestations. In addition, critical theorists can explore how different spectacles connect to one another, how they connect to different social institutions, and how spectacles express contradictions and conflicting meanings. A critical theory of spectacle and consumption can disclose both novelties and discontinuities in the current period, as well as continuities in the development of globalized consumer capitalism.