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This chapter investigates the awareness of consumers to the water supply chain and if the introduction of water labelling information increases the degree of accountability. This research examines how fresh water can be traded as a direct physical entity or indirectly as part of the supply chain of a product. With greater pressure put on finite global resources, demand for this natural commodity is slowly overtaking supply. Fresh water is essential to life and its equitable management is critical in protecting the long-term survival of the World’s inhabitants.

This research uses a case study basis for the research undertaken and analyses what factors business decision-makers consider when making their choices. A bookshop has been used as the business context for this investigation. The research is based on a qualitative methodology and uses semi-structured interviews to gather the data. The findings indicate that water awareness is low amongst consumers and that water labelling information whilst being endorsed by consumers would only yield modest changes in buying behaviour patterns.

This research has been gathered using a small sample of the population, but in order to draw general conclusions it is recommended that the study be extended to include a variety of organisations located in different countries that are motivated by profit and not for profit objectives.

The chapter details the development of one of the most lucrative professional sports for women in the world, while drawing attention to institutionalised issues of racism and sexism in the sport. We discuss the history of women in professional golf, from the roots of the Ladies Professional Golf Association (LPGA), through the modern-day game where women now play for large sums of money each week. We then shed light on the development of a global tour which started with the likes of Annika Sorenstam, Lorena Ochoa, and Se Ri Pak dominating a once Americentric tour, and how the LPGA struggled to embrace this cultural shift via the Five Points of Celebrity marketing plan and the contentious English-speaking rule. The discussion then moves to focal point of the chapter: the US media's reaction to long-time American professional golf coach and former radio broadcaster Hank Haney's disparaging comments before and at the conclusion of the 2019 Women's US Open. Twenty-five articles were collected from US golf and sport media outlets and coded resulting in four themes: (1) a downplaying of the remarks, (2) ambivalence to the women's game, (3) a privileging of men, and (4) a global tour. The chapter concludes with remarks that highlight the media's struggle to find the appropriate framing and language to cover the incident and how an intersectional approach reveals that oppression of women on the LPGA Tour exists beyond gender.