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During the last two decades, education systems worldwide have been working under an increasing need to adapt to a rapidly changing postindustrial external environment with social, technological, economic, and political transformations. The unprecedented growth, complexity, and competitiveness of the global economy with its attendant sociopolitical and technological developments have been creating relentless and cumulative pressures on education systems to respond to the changing environment. Today, educational institutions from primary schools to universities are being forced to compete and excel in the international arena, and are thus expected to go far beyond simply providing pure knowledge and skills as before. Increasingly, more institutions in primary and secondary education are embracing innovative practices from the global business world and dedicating growing attention to strategic and marketing aspects of educational management.

The European Commission has defined innovation as the “building block of the future competitive workplace during the 21st century” and the strategy of educational institutions around the world is being affected to a large extent by this statement. This chapter focuses on the identification and definition of the future challenges in schools’ governance, and presents a novel logical framework for the arena of educational marketing. Special attention is given to innovation as a key driver for further development of educational institutions and its possible impact on marketing efforts in educational institutions. These aspects, previously overlooked by research literature, are discussed in the present chapter, adding a new dimension to the understanding of strategic facets in the educational marketing arena.

This chapter investigates a corporate branding method that is based on direct customer communication. Consumer goods companies often arrange communication platforms that are designed to attract visitors and advertise their products and corporate philosophy. Such platforms include corporate showrooms, corporate museums, and factory tours. This chapter focuses on automobile companies and their customer communication corporate activities. The chapter compares the current customer communication strategies of leading German and Japanese car manufacturers. Certain car manufacturers maintain customer communication facility arrangements. The chapter finds certain differences concerning facility utilization and the corporate policies of each company. We discuss the results of our study and consider a company’s suitability and potential with respect to branding methods that incorporate tourism.

In this chapter, we aim to analyse the role and benefits of a strategic approach to business partnerships and suggest suitable forms and strategies. Thus, the chapter’s purpose is to present the methods and models for business venturing applied in the tourism-related industries.

This chapter takes a perspective of the small business/prospective entrepreneur and analyses how the collaborative methods can contribute towards the business venture’s development and success. Literature review was conducted on issues and aspects of collaboration. Examples of best practices are used to illustrate the collaborative forms.

This chapter builds on extant bibliography to discuss the relevance of collaboration as well as its contribution within the tourism business environment. The study provides practical guidance and recommendations for the critical importance of adopting and implementing collaborative forms and strategies. Cooperation and collaborating could make a significant contribution in designing, managing and marketing services and experiences.

This study is explorative in nature because the discussion is based on a literature review. It takes more entrepreneurial/practical than academic approach.

Entrepreneurs should carefully consider the various collaborative options at the initial stage of their business venture in order to increase the probabilities of success. By entering into a business venture, tourism providers can also provide appealing experience opportunities and extra customer value. However, some key issues need to be considered and resolved in order to realise the potential benefits.

This chapter offers prospective entrepreneurs practical guidance of and insights in collaborative forms and strategies.

We investigate the role of group identity in delegated decision-making. Our framework considers the impact of group identity (based on racial segregation in post-Apartheid South Africa) on decisions to appoint a representative in a trust game with delegated decision-making, where information on the race group of other players is either common or private knowledge. We test our framework experimentally on a sample of young South Africans who had never been exposed to experimental economics research. By exogenously matching parties according to their race group, we observe their endogenous trust and delegation behavior. Our results suggest that white players try to use information about group identity to increase profits, albeit unsuccessfully. This may help to explain distrust and coordination failures observed in real-life interactions.

This chapter examines how religion and religiosity shape economic norms in Villa Israel, an urban squatter settlement in Cochabamba, Bolivia. In Villa Israel, residents share water with others to help overcome limited access to drinking water. Using a mixed methods approach, we draw on the results of ethnographic research and economic experiments. The analyses yield three key results. First, there were strong norms of generosity and charitable giving in the community. Second, religiosity was positively associated with generosity. People who adhered to Christian conceptions of charity and frequently attended religious services were more likely to give generously. While wealth was a limiting factor on some families' ability to give water, there was no evidence that the rich and poor endorsed different norms of fair giving. Third, the norms of fair giving varied in the context of the three most common reciprocal relationships in the community (family members, coreligionists, and neighbors). Compared with neighbors, exchanges between family members and coreligionists were relatively generous and permissive of self-interest. Based on these results, we conclude that the presence of strong Christian norms of generosity and fair giving is an important institutional mechanism for facilitating water reciprocity in this community.

We study whether group identity mitigates inefficiencies associated with appropriable quasi-rents, which are often created by relationship-specific investments in bilateral trade relationships. We conjecture that group identity strengthens the effect of an agent’s generous action in increasing his trade partner’s altruistic preferences, and this effect helps reduce incentives to undertake ex-post inefficient opportunistic behavior such as investment in an outside option. Our experimental results, however, do not support this conjecture, and contrast with our previous experimental findings that group identity mitigates distortions in ex-ante efficient relation-specific investment. We discuss a possible cause of the difference and its implications for the theory of the firm.

Culture is a central concept broadly studied in social anthropology and sociology. It has been gaining increasing attention in economics, appearing in research on labor market discrimination, identity, gender, and social preferences. Most experimental economics research on culture studies cross-national or cross-ethnic differences in economic behavior. In contrast, we explain laboratory behavior using two cultural dimensions adopted from a prominent general cultural framework in contemporary social anthropology: group commitment and grid control. Groupness measures the extent to which individual identity is incorporated into group or collective identity; gridness measures the extent to which social and political prescriptions intrinsically influence individual behavior. Grid-group characteristics are measured for each individual using selected items from the World Values Survey. We hypothesize that these attributes allow us to systematically predict behavior in a way that discriminates among multiple forms of social preferences using a simple, parsimonious deductive model. The theoretical predictions are further tested in the economics laboratory by applying them to the dictator, ultimatum, and trust games. We find that these predictions are confirmed overall for most experimental games, although the strength of empirical support varies across games. We conclude that grid-group cultural theory is a viable predictor of people’s economic behavior, then discuss potential limitations of the current approach and ways to improve it.