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This case, “vineyard vines and The Brotherhood of the Traveling Pants,” introduces students to a unique partnership in the social media advertising world. Preppy clothing powerhouse vineyard vines had a history of interacting with its customers by featuring user-generated content in its catalogs and on its website and decided to continue this tradition on social media by partnering with a group of fans called The Brotherhood of the Traveling Pants. This successful and authentic social media marketing campaign resulted in increased sales for vineyard vines and influencer status for the members of The Brotherhood. At the end of the campaign, the vineyard vines marketing team is left debating how to grow its social media presence through partnerships. The case has been used as part of a social media marketing course and would be effective in any undergraduate- or graduate-level marketing course.

This case is used in Darden’s “Digital Marketing” course elective. It explores the experience of a niche search firm whose founder attributed her ability to open her recruiting firm to LinkedIn and the new model of recruiting it created. LinkedIn Corporation had been one of the most successful companies in the digital media space, with more than 4,000 employees and a market capitalization of over $25.5 billion in August 2013. But few people knew how LinkedIn had grown and how it had become profitable. LinkedIn had multiple unique aspects to explore: its focus on professional--not simply personal--social interaction, the company’s B2B components, and also its marketing positioning from user experience to targeting and growth strategy.

By July 2015, 20% of Starbucks’s payments in the United States came through its mobile app. The company had created a tool to both drive loyalty and grow its customer base. No stranger to innovation, Starbucks was partnering with iTunes as early as 2007, earned its first mobile marketer of the year award by 2010, introduced its mobile app in 2011, and by 2015, 94% of Facebook users were either fans of Starbucks or friends with someone who was. This case explores the company’s commitment to mobile and its social media prowess, and considers just what it takes to drive loyalty in a customer base.

In 2013, Under Armour had $2.3 billion in sales yet only $500 million came from its women’s apparel, and the company was ready to expand into the female market segment. The “I Will What I Want” global women’s marketing campaign was the largest Under Armour had ever run. Founder Keven Plank and his team launched the campaign on a multichannel platform, with social media at its core. The campaign’s success surpassed what Plank had imagined, and he is left wondering where to take Under Armour’s advertising and marketing next. This case has been used successfully in a marketing course and would be suited for any class with a focus on interactive media, technology, and multichannel marketing.

The case is set in summer 2016, centered on the writer and performing star, Lin-Manuel Miranda, whose Broadway show Hamilton had grossed almost $75 million and won 11 Tony Awards. The musical's cultural influence was buoyed by Miranda’s 578,000 Twitter followers; hundreds of celebrities from Oprah Winfrey to Jennifer Lopez had become ambassadors for the musical; and its impromptu #Ham4Ham live performances were engaging thousands of people on social media with each release. The case explores specific tactics the show employed, challenges students to consider the importance of personality in creating social media buzz, and studies the practical influence social media may have had on the show’s success. It is appropriate for any marketing course, particularly a digital media class in which students are familiar with the major platforms.

One critical aspect of strong leadership communication is developing emotional (EQ) and spiritual intelligences (SQ). EQ helps individuals be more empathetic and effective, while SQ promotes an understanding of impacts beyond oneself. This paper aims to explore the relationship between leadership communication and EQ and SQ. Corporations can leverage leaders with high EQ and SQ and/or provide EQ/SQ training to employees.

Using critical review and integration, the authors consolidate existing literature and best practices to explore, develop and propose strategies for integrating EQ and SQ into the workplace.

Building upon existing theory and literature, the authors present a model of understanding both EQ and SQ. A generalized four-step process is presented for building EQ/SQ capabilities within the firm.

This study explores the synergy between an employee’s leadership skills and the ability to exhibit EQ and SQ. This research can provide corporations with tangible and targeted ways to enhance their EQ and SQ in their leaders. Firms can improve leveraging individuals with high SQ, in addition to providing SQ training to employees to improve individuals’ SQ.

Breast cancer support businesses, retail stores selling mastectomy-related products, are playing an expanding role within healthcare in the USA. As commercial spaces separate from the medical settings where most cancer treatment occurs, these businesses have been largely overlooked in studies of medical care providers and their experiences. The purpose of this paper is to seek to bring to light the meanings and dimensions of the care work provided by breast cancer support staff to newly diagnosed patients.

This project employed an ethnographic approach centered on the workers at one breast cancer support business. The first author carried out participant observation over a 20-month period and supplemented the observations with staff member interviews.

The analysis of field notes and interviews revealed two themes or purposes as central to the employees’ understanding of their work: defining the organizational setting as a nonmedical space and balancing image enhancement with comforting care. The findings show how values of client-centered care can be enacted in a for-profit healthcare setting.

This study is limited to one for-profit support business in the southeastern USA.

Mastectomy supply businesses appear to offer a kind of support that patients may not be finding elsewhere or at the particular time they need it. Thus the study holds relevance for practitioners and health policy makers who are seeking to develop more comprehensive care for surgical patients within the established healthcare system.

This study gives a detailed picture of breast cancer support work, including the value premises and meanings it holds for support workers.

The purpose of this study is to inquire into the effectiveness of authentic writing instruction embedded in a critical service-learning project in a middle school English Language Arts curriculum.

This paper analyzes middle school students’ survey responses before and after their participation in a critical service-learning project designed to engage students in authentic writing. Specifically, the paper considers students’ perspectives of community and writing as a result of their participation in the project.

Participants’ perspectives fell into three categories: audience influence, empowerment or personal knowledge to act and confidence in ideas.

These perspectives suggest a deviation from common findings regarding the benefits of authentic writing instruction, as the presence of an audience in this study often hindered student confidence in their abilities as writers and community change agents. Authors draw from the findings to offer recommendations to support teachers in effectively incorporating authentic writing practices and audiences into their instruction.

Having good relationships with friends and a trusting romantic partnership are extremely important for members of Generation Z. In social relationships with other young people, they experience solidarity and support with problems and crises, and learn to stand by others. Young people are therefore intensely concerned with how to enter into relationships and their expectations of them. Overwhelmingly, what they are looking for in friendships is similar across cultures – a set of shared values and similar hobbies. For romantic relationships, though, shared values and close proximity are key.

This research provides accounting-ethics authors and administrators with a benchmark for accounting-ethics research. While Bernardi and Bean (2010) considered publications in business-ethics and accounting’s top-40 journals this study considers research in eight accounting-ethics and public-interest journals, as well as, 34 business-ethics journals. We analyzed the contents of our 42 journals for the 25-year period between 1991 through 2015. This research documents the continued growth (Bernardi & Bean, 2007) of accounting-ethics research in both accounting-ethics and business-ethics journals. We provide data on the top-10 ethics authors in each doctoral year group, the top-50 ethics authors over the most recent 10, 20, and 25 years, and a distribution among ethics scholars for these periods. For the 25-year timeframe, our data indicate that only 665 (274) of the 5,125 accounting PhDs/DBAs (13.0% and 5.4% respectively) in Canada and the United States had authored or co-authored one (more than one) ethics article.