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Hazel Kyrk’s recognised contributions include a shift in analytic focus from production to consumption, pioneering work to measure household production as part of family income, empirical studies of family behaviour, and contributions to policy. But her account of ‘wise’ consumption and its intersection with ‘high’ living standards is not well understood. The three aims of this chapter are to explain ‘wise’ consumption across Kyrk’s three major books, to consider its role in Kyrk’s empirical studies, and to explain why it fell into oblivion. Tackling what Wesley Mitchell described as the ‘most baffling of difficulties’, Kyrk explained what constitutes a family’s ‘good’ in a manner that was critical of mere emulation. Her 1923 book required that wise consumption include new and personal elements. Her 1929/1933 book detailed five qualitative criteria (balance between interests, full and varied experiences, originality, rational sources of satisfaction, and the use of scientific information). But her 1953 book weakened this normative language, reflecting Margaret Reid’s view that Kyrk’s account was too demanding. Although Kyrk felt wise consumption avoided paternalism, her peers disagreed (Hoyt, 1938/1945; Reid, 1938/1945). We close with some problems with Kyrk’s account and a brief consideration of its continuing relevance.

In the UK, responses to intense weather events regarding national and regional level perils include the support of a General Insurance policy at the address level as part of private residential and other insurance policies covering the key risks of flooding, subsidence and windstorm. In respect of the subsidence peril, dry summers can lead to many thousands of properties on shrinkable clay soils suffering differential downward movement as water is abstracted from the soil by vegetation. These events are forecast to increase in frequency and severity due to climate change, with costs for a dry event year of more than £500m to UK insurers. Assessing the character of these event years can inform government, local government, insurers and their agents as to the typical characteristics of an event year and its impacts. The purpose of this paper is to provide a comprehensive overview of the 2018 UK subsidence event year as it relates to trees and low rise buildings.

The research material is taken from claims that originated within the period commencing in the Summer of 2018, which in the UK was dry and with high levels of claim notification, and is from the private database of Property Risk Inspection Limited, one of the largest UK specialist subsidence claims handling businesses.

The data clearly illustrates the wide range of vegetative species causing or contributing to claims in the UK, their age ranges, sizes and conditions, management options and the range of land uses and statutory controls that exist in relation to title and other boundaries.

There have been various small-scale studies looking at individual cases of subsidence and the impacts of vegetation, but there have been no detailed investigations of large-scale claims-driven events such as the 2018 surge. The importance of this population-level investigation will only increase given the modelling for increased hot and dry summers over the coming decades.

The case is meant for teaching business management students at the Postgraduate and Executive levels. It can be incorporated in the marketing management, entrepreneurship and international business course curriculum.

Since its inception in 2015, VAHDAM India had carved a niche for itself in the Global Tea Industry in a span of just seven years. The 29-year-old Founder-CEO, Bala Sarda was the first to create India’s largest born-global direct-to-consumer (D2C) premium wellness brand by bridging the gap between demand and supply of the country’s finest teas and superfoods globally. The venture also became a poster child for sustainability by strengthening its green credentials over the course of time.Having attained profitability in FY21, VAHDAM now aims to become a ₹500 Cr. brand by FY24. To push the goal across the line, channelisation of marketing will take centre stage. The case highlights the management’s dilemma of using green marketing as the pivot for increasing its market share in the emerging economies and boosting revenue. The underscored opportunities and challenges have to be addressed so as to formulate a green marketing mix suitable for the emerging market scenario.

Participants will develop an understanding about the evolving consumption landscape inclining towards eco-friendly wellness products and the relationship between green marketing mix, brand equity and its channelisation towards revenue generation. They will also get an overview of marketing challenges faced by a premium D2C wellness brand while entering an emerging market. The readers shall be able to analyse and suggest ideas for the formulation of an effective green marketing mix to meet the consumer expectations and achieve desired brand positioning.

Teaching notes are available for educators only.

CSS 8: Marketing

This study aims to ascertain the forms of social enterprises created for public services and the dimensions of community-based management of public facilities. It seeks to understand how community-based facilities management (CbFM) can apply to the management of public services created by social enterprises in developing communities.

The study examines research studies on CbFM through a scoping review of papers published between 1997 and 2022.

The scoping review revealed that there are five dimensions of CbFM for developing communities: CbFM, urban facilities management, sustainable CbFM, urban infrastructure management and management of community hubs. It also revealed that social enterprises have been used to manage services, and for social inclusion, and to increase the efficiency of tangible infrastructure in communities.

The scoping review included literature from 1997 to 2022 to understand the development trends in CbFM in developing communities. It is possible that literature from a broader timeframe could have produced more in-depth understanding of the subject investigated.

The paper articulates a framework of CbFM models for public services in developing communities and developed a database of the relevant studies, which can further guide future researchers, stakeholders and policymakers in this area.

The comprehensive review produced a framework for community management of public services. It also identified that there is a paucity of literature on social infrastructure. It highlighted the need for skillsets to support community-based enterprises. There are limited studies that touch on the development of performance indicators for developing communities.

The purpose of this paper is to provide rich, qualitative insights around internal communication in strategic communication agencies, addressing the evolutions in expectations and best practices for agency leadership through COVID-19.

Qualitative interview study with 18 US-based leaders of public relations and advertising agencies to examine their experiences of leading and managing strategic communication teams during COVID-19.

Synthesized findings around changes in leadership values and important facets of ongoing internal crisis communication led to the development of the following five categories—Improvisation and Flexibility, Transparency and Trust, Ownership and Embodiment, Care and Empathy, Relationships and Resilience.

Using a high-value sample, the study is the first (to the best of the authors' knowledge) to focus on the crucial context of agencies and internal communication around COVID-19; diversity, equity, and inclusion (DEI); and other pandemic-era challenges. It provides theoretical implications around ongoing, internal crisis communication and practical implications for agency leaders in crisis.

This study aims to examine the effects of pathos in sustainable brand stories featuring masculinity on brand masculinity and men’s sustainable brand attitude using Aristotle’s rhetoric theory.

Three independent online experiments (N = 398; N = 216; N = 247) were conducted to observe how participants responded to a sustainable brand story. Data collected through a post-experimental survey were used to test the proposed model. Research hypotheses were inspected using SPSS.

The authors reveal brand masculinity is influenced by varying degrees of pathos: participants who read stories with all three pathos elements (metaphor, humor and empathy) demonstrated the highest level of perceived brand masculinity. Male consumers showed more positive attitudes toward masculine sustainable brand stories than feminine ones. The authors also identify the moderating effect of consumer generation: Gen Z (versus Gen Y) consumers demonstrated stronger character identification with hybrid masculinity (versus hegemonic masculinity) sustainable brand stories, resulting in more favorable sustainable brand attitudes.

The study provides a new angle for exploring the relationship between gendered sustainable brand stories and sustainable brand attitudes. It is the first (to the authors’ knowledge) that links Aristotle’s rhetoric theory to brand gender research, and it empirically demonstrates how male consumers from different generational cohorts respond to different masculinity strategies used by sustainable brands.

Drawing upon a contractarian lens of corporate social responsibility (CSR), this study aims to explore community construals of happiness and evaluates conceptual boundaries of CSR for happiness.

Using a mixed-methods design, natural language processing and thematic analysis techniques were used to analyse large volumes of textual survey data collected from over 1,000 research participants through an online survey.

Results indicated that lay construals of happiness were primarily defined in terms of socioeconomic conditions and psychoemotional experiences. In explicating the boundary conditions, community perceptions regarding the extent of businesses’ social responsibilities for happiness were evidenced in five themes: that businesses have a responsibility not to harm happiness, a responsibility to enable conditions for happiness to occur, a responsibility to exercise awareness of happiness implications in decision-making, a responsibility for happiness that is limited by strategic purpose and resource capability and a responsibility for happiness that is limited by stakeholder proximity.

This study contributes to the theoretical and empirical foundation of CSR for happiness while simultaneously developing and applying a novel approach for processing and analysing large volumes of qualitative survey-based data.

The purpose of this paper is to provide an analysis of the life of the musician Brian Wilson from five different perspectives.

The authors used a mixed method of collaborative autoethnography, psychobiography and digital team ethnography to try and better understand the life and contributions of Brian Wilson.

Each of the five contributors provides different insights into the life and music of Brian Wilson.

While the focus of this paper is on a single individual, a case study, the long and distinguished life of Brian Wilson provides much material for discussion and theorising.

Each individual presenting to mental health services has a complex biography. The five different contributions articulated in this paper could perhaps be taken as similar to the range of professional opinions seen in mental health teams, with each focusing on unique but overlapping aspects of the person’s story.

This account shows the importance of taking a biological-psychological-social-spiritual and cultural perspective on mental illness.

This multi-layered analysis brings a range of perspectives to bear on the life and achievements of Brian Wilson, from developmental, musical, psychological and lived experience standpoints.