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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.

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.

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.