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The purpose of this study is to understand how young consumers engage in the multi-category context. To that end, engagement on the focal product (dating platforms) and the other product (matrimony platforms) were studied. The objective is to find an answer to the following research question: Why do consumers tend to engage more with the focal product, yet are likely to purchase its complement or substitute?

Semi-structured depth interviews and Straussian grounded theory method were used to collect, analyze and interpret the data.

Self-determination theory provides an answer to the research question. This study suggests: young consumers experience different levels of need fulfilment when they evaluate the focal product in the single-category and in the multi-category contexts; young consumers’ motivational orientation (controlled motivation, autonomous motivation and intrinsic motivation) results into high-level behavior and engagement (pleasure-seeking, platform abandonment, goal-oriented pleasure-seeking, goal-oriented problem-solving, anxious and outsourcing) with the focal product and the other product.

Value of the paper lies in developing a grounded theory framework for engagement in the multi-category context. This study can help practitioners in making important business decisions, especially in the dating and matrimony e-business categories.

A large number of researchers and marketing textbooks see business marketing dominantly from the relationship marketing perspective. One can even talk about a “matrimony” of these domains; “RM=BM”. The Contemporary Marketing Practices studies, however, provide clear evidence of the coexistence of various marketing practices but offer no supporting theoretical rationale for these findings. The purpose of this paper is to answer the question whether business marketing and relationship marketing, when broadly defined to include all relational‐interactional perspectives, are necessarily wedded to each other.

A metatheoretical analysis was conducted to identify the contributions and limitations of the current research approaches to business marketing and a configurational approach for marketing (CAM) was developed, providing theoretical explanation for the empirical findings versus relationship dominance dilemma.

The metatheoretical analysis showed that research into business marketing relationships is not monolithic; that each tradition is useful for specific purposes, domains and activities; and that none helps understand why there are multiple ways in which firms relate to their markets. A conceptual CAM framework was developed that allows one to identify possible configurational marketing profiles (i.e. identifying different equivalently valid ways of relating to a business environment).

It is contended that the configuration approach for marketing permits other configurations to co‐exist beyond the RM‐BM matrimony. CAM provides a conceptual framework that can host the “puzzling” empirical results of the contemporary marketing practices studies.

The CAM frame suggests that managers should carefully examine the internal logic of their marketing‐related configuration. Performance should be enhanced if the three elements – managerial frame of reference, organization/environment relationship, marketing mode – are coherent.

The configurational approach for marketing helps one to understand why firms relate to the business marketing environment with a multiplicity of marketing modes, showing that the BM‐RM matrimony is but one possible configuration.

ONE cannot help wondering why people set out to become librarians. Many do so, it must be realised, because they are basically unqualified to become anything else. This is unfortunately true of many graduate entrants who frequently seek employment at libraries having failed as teachers, theological students and the like. They can read and write, and having had sufficient intelligence to take a degree, they pass muster as librarians. Most of them would not do so if they could, so many of them think, find anything better. Many others are sent to librarians for interview by Youth Employment Officers who cannot find higher paid positions at the time and, of course, for most of the smaller towns, it is almost the only respectable employment for “nice” young ladies before matrimony unless they have been taught typewriting and shorthand or know how to handle an adding machine.

This chapter presents an exploratory study of specific experiences among Central Asian grandparents who adopt and raise their firstborn grandchild as their own youngest child. The practice, referred to as ‘nebere aluu’, is deemed an ethnonational tradition of the Kyrgyz and Kazakh people and appears to be widely accepted among men and women, young and old. Drawing on in-depth interviews with grandparents themselves, I describe this phenomenon as situated within and dynamically responding to the shifting social, economic and political context of contemporary Central Asia. Drastic transformations in the everyday lives, while destabilizing and disorienting, may have supplanted nebere aluu with unique significance. Contemporary expressions of nebere aluu point to it being a complex social system of intergenerational reciprocal care, continuity and responsibility that provides a meaningful space for reconciling conflicting ideas about family, marriage, love and child-rearing. This discursive space is open for debate and negotiations and raises important questions about power and gender politics inherent to it.

How do you efficiently design a global yet local user experience for Web sites? Arguably, the user-centered design approach has been one of the best methods in designing a successful user experience for Web services in the initial market, but why isn’t this process applied to international markets? This chapter makes a case for applying a user-centered design process to the international expansion of Web sites and discusses issues impacting the creation of a successful user experience for local audiences. Although this chapter primarily focuses on designing large scale Web services, many of the principles can be applied to any sites that undergo internationalization.

Both the Czech family and the institution of marriage have gone through certain changes during the period of transformation for Czech society in the nineties. This has been influenced by the changed political, economic and social situation in our country. This chapter focuses on revealing these changes affecting the family and showing their relationship to the transformation of Czech society.

High levels of absenteeism have been observed amongst male students attending two transnational higher education (TNHE) institutions in the United Arab Emirates (UAE). One reason offered is an obligation to attend engagement ceremonies. Many ceremonies are linked to arranged marriages. The purpose of this paper is to contradict assumptions that suggest that higher education reduces arranged marriages, and to highlight that university policies overlook cultural nuances.

Semi-structured interviews were conducted with 25 male postgraduate students aged between 22 and 45. Content analysis was used to analyse and interpret the data.

Several interviewees chose to have an arranged marriage and some saw their postgraduate studies as an opportunity to have a better chance of securing a wife. Equally, several students felt that university policies were unsympathetic to cultural obligations.

This research was restricted to male students from two TNHE institutes in the UAE.

This research provides insight for TNHE managers by providing student-centric research into cultural reasons that prevent student attendance.

TNHE is not fully responsive to familial obligations within collective societies. In consequence, there has been a lack of sympathy within policies regarding students’ requirement to fulfil cultural commitments.

The paper explores the challenges of creating culturally sensitive educational policy and practices.

What is marriage? Existing treatments identify the gains to marriage but say little regarding the foundations of the institution itself. This paper proposes that marriage is designed to facilitate sexual co‐operation in a world without reliable contraception and paternity verifiability. By allocating control rights, it functions to mitigate the hazards of sexual opportunism. Recently, however, the technology shocks of the pill, legal abortion and paternity testing have weakened the links between marriage and both sex and reproduction. This has undermined the traditional justification for marriage. What remains is a bundle of legal and economic benefits that are gradually losing significance as the focus of family law shifts from marriage to parenthood as its fundamental organising principle.

The purpose of this paper is to investigate the first causes of right, law and legislation, namely, the philosophy of law. To know the principles of right, it is essential to recognise its aim. The concept of “Justicia” is in full agreement with Islamic law. The adaptation of duty to genesis and nature is crucial to distinguish the legal and illegal domains of deeds. The legislation domain is one of the subjects of this paper.

In Sufi viewpoint, justice stands for: “Putting everything in its own place that causes its utmost growth”. This definition expands the domain of legislation by focusing on ethics and humanitarian transcendence. It not only considers equal living and civil rights for all the people, but also provides more additional rights for those who are more aptitude to grow.

Determining law-making borders raises the major question that how far it should be extended, providing the acceptability and stability of laws.

People are not equal to each other, but this inequality is not to be for domination or exploitation of the others. It means that the talent and growth capability of every individual in different situations differ.

Real Islamic justice forces that everyone receives his right due to his/her growth eligibility and up to his/her level of inherent aptitude.

The depth of this approach has not been fully discussed yet.