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The purpose of this paper is to increase awareness of shared decision making, the initial aim of the study was to understand how psychiatrists-in-training defined themselves as unique among physicians with an eye on how professional identity might shape approach to care. The second aim was to use those definitions and descriptions related to professional identity and tailor a brief training module to promote awareness of the shared decision making model.

The authors do this by first conducting focus groups to ascertain how psychiatric residents characterize their professional identity and unique disciplinary characteristics. The authors then designed a brief training session that exploits the relationship between how they define themselves as physicians and how they approach clinical decision making with patients.

Three major themes that emerged from the focus group data: the central role of societal and treatment contexts in shaping their professional identity and approaches to care, a professional identity characterized by a great sense of pride, and a strong commitment to systematic decision-making processes in practice. While the assessment of the training module is preliminary and lacks rigor for any generalizability or statements of causality, responses likely affirm the training tailored around professional identity as a possible vehicle for effective exposure to the concept of shared decision making and served as a useful avenue for self-reflection about needed changes to more fully embrace the practice.

More inquiry may be needed into the association between trust, relationship longevity and power and paternalism, as a way to bring greater insight into the adoption of shared decision making. Future research will have to investigate whether or not including identity-related content is empirically connected to successful training on shared decision making. Likewise, future research should also look at the reciprocal impact of effectively using shared decision making on the affirmation of professional identity among psychiatrists, and indeed all who embrace patient-centered care.

This is the one of the first papers to investigate issues of professional identity among psychiatry residents, and also among the first papers to consider the relationship between professional identity and use of shared decision making.

Berthon and Pitt (2018) recently highlighted the symbiotic relationship between fake news and brands. This paper aims to draw on semiotics to refine the fake/real news dichotomy to a fourfold typology.

First, the authors turn to semiotics and review Greimas’ (1966) semiotic square. Second, they use this framework to refine the fake/real news dichotomy into a four-fold typology. Third, they illustrate each type with a news report on the topic of climate change. Fourth, they apply this framework to reveal four types of brand: real, fake, empty and ironic.

Given that brand communications are heterogeneous, the authors suggest that the typology can be reconceptualized as dimensions and brands communications decoded accordingly. They conclude by exploring further opportunities offered by the semiotic square for interpretive investigation.

The value of the paper lies in the novel use of the semiotic square to shed light on both news and brand communications.

The invitation to write this chapter offers both Wiremu T. Puke (tangata whenua – person with Māori descent) and Sebastian J. Lowe (Pākehā – New Zealander with European ancestry) the opportunity to reflect on their friendship and research partnership, which they refer to as a takarangi, or an interlocking spiral, as seen in traditional Māori carving practice. This motif denotes the origin of all things: thoughts, ideas, concepts and genealogies, which are interconnected through a rich tapestry of history and tradition through a process of ongoing evolution, Te Ao Hurihuri (the ever-changing world) and Te Ao Mārama (the world of light).

They recognise the spaces that separate the two coils of the outward-radiating and interlocking spiral as their shared space. This space symbolises the unknowns as they move from them to tangible forms, through the written word, oral traditions, such as whakatauākī (sayings/proverbs), or through the many Māori visual arts such as whakairo (carving), or in film. Written as a dialogue between Puke, a tohunga whakairo (master-carver) with strong genealogical connections and tribal affiliations, and Lowe (anthropologist and musician) in recognition of their research partnership, this chapter discusses how their own cultural upbringings, personal and shared experiences, have contributed to the forming of their ever-expanding shared space. The ideas and themes they discuss have led to the formation of this chapter.

The purpose of this paper is to consider how product characteristics, segment differences, and brand‐name effects determine the price structure of the new car market.

The authors design and implement a hedonic price model that includes functional characteristics and addresses segment and brand heterogeneity.

The application of the model to an extensive dataset supports the hypotheses of segment differences and brand‐name effects. In mainstream segments automobile prices are determined more completely by functional characteristics. In high‐end segments carmakers follow implicit premium pricing strategies. The brand‐name effects reflect the incremental value added to a car by its brand name. Prestige brands not only earn brand‐name premia but also seize high‐margin market segments.

Several issues await investigation including possible discrepancies between the primary and secondary market, inter‐temporal change, and differences in attribute value across segments and marques.

The study has clear implications for auto manufactures, distributors and advertisers. It demonstrates the role of brands, segments, and observed product differences in the price structure of the automobile market. The proposed approach also allows managers to appraise new concepts and determine market‐driven prices.

The paper provides new interesting insights into critical issues for pricing strategy and brand management. It demonstrates the return on investment in brand building and identifies considerable opportunities for future research.

Well-being is an important dimension of human life but plays a controversial role in organizations, especially in different working environments. This study aims to explore the role of well-being in work from home (WFH) context, and its consequence on job outcomes among accountants in a fast-developing country, Vietnam.

A quantitative study is conducted with the data from Vietnamese accountants who had to work from home during the pandemic time. Partial least squares structural equation modeling method is applied to analyze the data.

The results show a direct and significant relationship of WFH with the employees’ well-being and job satisfaction (JS). Well-being fully mediates the influence of home-based work and JS on job performance.

This study generates valuable knowledge and practical implication in organizational policies and initiatives that aim to enhance employees’ well-being and promote positive job outcomes in the context of remote work. Organization employers should take their employees’ well-being as a key factor and consider it in personnel policy to enhance their work performance.

This chapter explores the opportunities and challenges for Western firms that wish to engage in manufacturing operations in Iran, and particularly in the automotive industry. Although Iran has a long and fruitful history of embracing foreign investment, collaboration with foreign firms suffered in the aftermath of the Islamic Revolution in 1979. The imposition of UN sanctions in 2012, following the disagreements between Iran and leading Western powers over Iran’s nuclear policy, has resulted in a further exodus of foreign manufacturers from Iran, hurting the production quality, adoption of up-to-date technology and alignment to international standards for manufacturing, such as vehicle safety and engine emissions in Iran.

The removal of sanctions, contingent on the success of nuclear negotiations between Iran and leading world powers, could provide Iran with an opportunity to recommence manufacturing collaboration with Western firms. The case of the automotive industry discussed in this chapter indicates some of the challenges that Iran is likely to face if it once again wants to become a player in international markets.

Marketing Management, Product Management, Marketing Strategy.

Bachelor of Business Studies, MBA, Executive MBA.

The case throws light on the intensely competitive Indian passenger car market and its unique challenges faced by Hyundai Motors India Limited (HMIL). It tries to capture the evolution of this dynamic industry, which is characterized by regular product launches and re-positioning efforts. The students are expected to assess the performance of HMIL and the success of its positioning efforts through multiple quantitative and qualitative data points given in the case. The students need to come up with recommendations whether, amidst intense competition, Government regulations and changing consumer expectations, HMIL should launch new products in its portfolio? If, yes, in which segments? And what should be the guiding philosophy behind such product launches?

The case is expected to guide students: 1. in comprehending the various macro-environmental factors that has made India an attractive passenger car market to invest and operate in, to virtually all multinational players across all segments; 2. in analyzing how the passenger car market is segmented in India; 3. in assessing the product-driven segment-wise performance by HMIL specifically and organizations in general and what are its implications on decision-making; this is indicative of the brand portfolio management based on BCG Brand/Product Portfolio Growth Share Matrix; 4. in assessing the impact of re-positioning on the firms performance judged before and after the re-positioning efforts by the firm; 5. in analyzing the market potential of SUVs and MUVs in India and whether HMIL should launch new products/brands for these segments; and 6. in deliberating on the guiding philosophy in new product launches around the concept of “Consumer Perceived Value”.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

CSS 8: Marketing.

Purpose – We use data from the United States and Finland, a literature review, and historical analysis to understand the concept and role of cool within global consumer culture.

Methodology/approach – This is a conceptual review and qualitative analysis of data from depth interviews, journals, and online discussion groups in two U.S. locations and one Finnish location.

Findings – Cool is a slang word connoting a certain style that involves masking and hiding emotions. As cool diffuses we find that it is both distilled and diluted. The concept itself has also evolved. What was once a low-profile means of survival and later a youthful rebellious alternative to class-based status systems has become commoditized.

Research limitations/implications – The study has been conducted in two cultures with a limited range of ages thought to be most susceptible to the appeal of being cool.

Practical limitations/implications – Marketers may not yet have exploited cool as effectively as they have exploited sex, but mainstream consumers now look for cool in the marketplace more than within themselves. The result is a continuous race to offer the next cool thing.

Originality/value of chapter – It is argued that coolness is a new status system largely replacing social class, especially among the young.

Upon completion of this case study analysis in class, students should be able to distinguish the different steps and actions involved in the entrepreneurial venture creation; evaluate the extent to which an entrepreneurial idea represents a commercial success or practical failure; apply relevant strategy frameworks to estimate the complexities associated with the management of a small startup; and debate about the pros and cons of different strategic options and offer viable advice for decision-making.

This case follows the entrepreneurial beginnings of a college student, Mohsen Shahin, whose early initiation into the world of business commenced from a serendipitous win of a small fortune in a raffle in London, UK. The case study illustrates the protagonist’s dilemma of whether to spend the winning on everyday pleasures of his life as a teenager or to venture in an entrepreneurial undertaking. Following his father’s advice, Mohsen ultimately decides to exchange his prize for money and use it for launching Speedways, a luxurious car servicing garage in London’s downtown. The case further elaborates on some initial struggles he faced as a young entrepreneur and continues with his decision to pursue higher education in Dubai, United Arab Emirates, which forced him to handle his managerial responsibilities from a country thousands of miles away from his garage. Eventually, Mohsen makes the hard decision to sell Speedways and realize his grown ambition of exploiting his prior business experience to embark on new adventures in his life. The case culminates with Mohsen having to choose between either opening his own company in the premium car care industry in Dubai or pursuing his post-graduate studies at a prestigious university in the USA – a critical decision he has to make promptly, as he is short on time.

Upper-level undergraduate courses.

Teaching Notes are available for educators only.

CSS: 11 Strategy.