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The purpose of this paper is to reconstruct the marketing history of medical marijuana cigarettes in the past three decades of Austria-Hungary.
Abstract
Purpose
The purpose of this paper is to reconstruct the marketing history of medical marijuana cigarettes in the past three decades of Austria-Hungary.
Design/methodology/approach
This paper constructs an analytical narrative based on information scattered in historical periodicals.
Findings
Towards the end of Habsburg rule, two Ljubljana-based pharmacists, the Trnkóczy brothers, managed to establish themselves as monopolistic suppliers of pre-rolled medical marijuana cigarettes for the entire Austrian part of the dual monarchy. Garnering the support of the regional Carniolan Government, Julius von Trnkóczy successfully argued his wares were not affected by the prohibition passed against imported French medicinal cigarettes. This happened despite medical opposition, suggesting that Trnkóczys could only operate this business because of their elevated social status. In the past decade of the 19th century, Ubald von Trnkóczy took advantage of newly loosened regulation to obtain an official permit by the royal-imperial government in Vienna. This was followed, in late 1909, by an advertising campaign covering mass media throughout the empire. This was enabled, amongst others, by a cutting down on medicinal claims. Their declining price is further indication that the cigarettes were mass marketed, especially as their core ingredient, cannabis, underwent price inflation.
Research limitations/implications
Because of its later illegality, the research subject was for a long time considered embarrassing, leading to an absence of retrievable documents. Missing archival sources are thus a major limitation, but one which can be overcome by the concurrent reading of historical periodicals – ranging from mass-market newspapers to specialist journals and legal texts. This paper has implications for 21st-century challenges in the marketing of newly legalized medical marijuana.
Originality/value
This paper discusses the marketing history of cannabis, a drug rarely discussed in historical literature outside its medical and regulatory context, and reconstructs previously forgotten case histories.
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Keywords
Anna Zabłocka-Kluczka and Anna Katarzyna Sałamacha
The role of brand management in contemporary organizations is very important and consistently growing due to the increasingly difficult competitive conditions on the market…
Abstract
Purpose
The role of brand management in contemporary organizations is very important and consistently growing due to the increasingly difficult competitive conditions on the market. Moreover, the significance of organizational resilience in this process should be noticed, especially in the times of emerging crises. In this context, the purpose of this article is to examine the mediating role of organizational resilience in the relation between brand performance and organizational performance.
Design/methodology/approach
In order to verify the potential relations, empirical studies were conducted in 268 organizations located in Poland. The CAWI method was used in this research, while the companies were selected on the basis of the purposive manner. The reliability of the scales used in the survey was tested and afterwards the mediation model was built, confirming the presumed relationships between the variables. The calculations were made using the PS Imago Pro and Process macro for SPSS ver. 3.4 by Andrew F. Hayes.
Findings
It has been proven that organization's resilience partially mediates the relationship of brand performance and organizational performance.
Research limitations/implications
First of all, the scope of the research covered only Poland, and the obtained results may differ between countries with diversified market characteristics. Second of all, the study was not carried out in a representative manner, it concerned 268 companies that were selected based on the purposive method. Third of all, consideration focused only on one feature – organizational resilience. It would be valuable to include other features to discussion. Finally, the research was conducted in December 2019, so it seems justified to repeat the survey in conditions of modern reality.
Originality/value
This study is the first that showed the relationship between brand performance and organizational resilience and its meaning for organizational performance.
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