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This paper aims to investigate three promotional publications produced by the Postum Cereal Company – A Trip Through Postumville (1920), How I Make Postum (1924) and The Wonderful Lunch Boxes (1925) – with the aim of understanding how language and other semiotic resources are used to promote its products as good and healthy choices.

The three publications were collected from the HathiTrust Digital Library and University of South Florida Tampa Special Collections. They were subjected to multimodal critical discourse analysis to tease out their subtle characteristics and how a combination of language, image, colour, typography and composition are used to represent certain ideas and values related to health and well-being.

The publications subscribe to three distinct genres – “inside the factory”, “friendly spokesperson” and “fictional world” – each of which are aimed at different target audiences. The first seeks to promote Postum as an open and transparent company; the second to promote Postum as a company that cares about its consumers; and the third to promote the health benefits of Postum in a fun and accessible manner. Nonetheless, they are united in their overall objective to link the regular consumption of Postum as essential for good health.

To date, few studies have been conducted on the Postum Cereal Company, while the limited research conducted on promotional publications has tended to overlook discourses of health and well-being. The three genres outlined in this study, thus, have the potential to foster a reappraisal of promotional publications and showcase their ability to offer new understandings on historical approaches to marketing, particularly the link with health and science.

This paper aims to examine the marketing strategies designed by three innovative early 1900s food companies. It traces the coordination of these businesses’ research funding, advertising, direct mail and promotional tactics to show how they intersected and impacted consumers and health professionals in the period when scientists were first able to quantify the relationship between good health and food. The paper analyzes internal company documents, advertisements and marketing materials from Knox Gelatine, Borden and Sunkist.

Research for this paper benefited from the author’s unlimited access to the private documents of the Knox Gelatine Company and its executives. These documents were analyzed chronologically and thematically. They chronicled the company’s attempts to influence the medical world and the ways it cultivated home economists. The paper also used publicly available digitized documents from Sunkist and Borden. The paper would benefit from further detailed analysis of these documents to parse Knox’s targeting by race and ethnicity.

In the 1920s, Knox, Borden and Sunkist developed a marketing strategy which leveraged a new class of experts – the hundreds of thousands of medical professionals, home economists, teachers and government agents who advised American women. By distributing specific laboratory research on the nutritional benefits of their products to this emerging class of health professionals and the consumers who trusted them, these companies developed relationships with opinion leaders designed specifically to influence product sales.

This research benefited from access to the private documents of Knox Gelatine Company which divulge the company’s attempts to influence the medical world and cultivate home economists. The paper would benefit from further analysis of these documents to parse the company’s targeting by race and ethnicity as well as a deeper comparison to companies that tried to work with health professionals unsuccessfully and companies that adopted this tactic in the household products or tobacco area. Opportunities also exist to do a fuller analysis of variations in food marketing by rural versus urban as well as race.

By reconstructing the sequencing and content of these three companies’ 1920s marketing strategies, this research uncovers a form of early 20th century food marketing directed at health and science professionals which has been neglected in advertising histories.

This paper presents the biography of one of Australia’s earliest female accountants, Miss Evelyn Maude West (aka Eva). The paper uses this history sub-genre to understand the significant impacts Eva West made across several fields. Eva West was not only a pioneer woman accountant but also an active philanthropist with an interest in social issues and a nature lover who promoted and encouraged an appreciation of the environment.

The paper leverages a diverse array of qualitative resources, responding to Carnegie and Napier's (1996) call to expand the concept of the accounting-based archive. Notably, rare nature study diaries and a book detailing camping adventures serve as poignant examples, illustrating Eva West's profound social and environmental engagement. Additionally, personal and business letters, digitised newspapers, pamphlets, annual reports, minute books and even poems contribute to the comprehensive exploration of Eva West's life and impact. Collectively, these varied sources offer a rich tapestry of evidence, facilitating the documentation of this unique narrative.

Throughout her life, Eva West made significant contributions as a pioneering woman in the field of accounting, a dedicated philanthropist and a passionate environmentalist. Together, these offer a multifaceted portrait of a well-rounded individual. With a solid foundation in accounting, Eva utilized her expertise to benefit numerous charitable organisations, leaving a lasting impact on the community. Moreover, her deep love for the environment is illustrated in nature study diaries and books documenting her camping adventures, highlighting the interconnectedness between her accounting pursuits and her commitment to environmental stewardship.

While previous studies briefly mention the additional contributions of early women to various organisations and movements, none provide the depth of insight seen in the portrayal of Miss Eva West. Rather than critiquing these earlier narratives, this observation presents an opportunity for further research to honour pioneering individuals for their multifaceted roles beyond accounting. Future studies could spotlight trailblazers as accountants with diverse interests and societal contributions, whether in social or environmental spheres. Additionally, this paper demonstrates how archives maintained by individuals, such as nature or travel diaries and camping books, can enrich accounting and accountability-based historical research.

Biographical studies in accounting have played a significant role in advancing historical research, yet there remains a call for additional studies to gain deeper insights into specific individuals. Few biographical narratives have explored how accountants integrate their professional careers with other interests, particularly highlighting the well-roundedness of individuals, especially women. Furthermore, this paper contributes to filling the gap in research that examines the intersection of accounting professionals and environmental concerns.

Digital communication supports are a relevant resource for the promotion of citizens’ health literacy. Aware of this reality, in the last quarter of 2019, health professionals of Inpatient Unit A of the Neurology Service of the Coimbra Hospital and University Centre designed the ‘Digital Neuroteca’, which consists of a digital repository with various educational materials in video format, e-books, pamphlets, manuals, infographics, and directories to websites that include credible information, and other content selected by the health team. The selection criteria consider the clarity and credibility of the information in various areas such as risk factors of neurological disease, strategies, and products to support self-care and available resources. Regarding more complex contents, there is a concern to transform them into information accessible to citizens in general. These contents are accessed by patients/caregivers through a tablet/computer, in the presence of the health professional, and can also be sent by email. We got positive results with an increase of satisfaction of those involved – patients, caregivers, and professionals. Health professionals and patients/caregivers reported high satisfaction with the use of this resource given the clarity of the contents, which facilitate understanding and meet their needs, recognizing this tool as an excellent complement to the process of health literacy promotion.

This paper aims to explore police perspectives on community engagement strategies within the context of crime prevention in South Africa, focusing on Johannesburg metropolitan police stations. The study’s objective is to scrutinise the effectiveness and challenges of community policing strategies.

Through a qualitative research approach, this study conducted unstructured interviews with station commanders and visible policing officers across 10 Johannesburg metropolitan police stations.

The findings reveal that community policing strategies, such as community–policing forums, sector policing, street patrollers and social media utilisation, can effectively engage communities as partners in crime prevention. However, certain challenges such as resource limitations and difficulties in policing-specific regions, were also identified.

This study contributes to the broader understanding of community–policing partnerships and the practical implications of community–policing strategies in South Africa, suggesting areas for improvement and adaptation to the unique South African context. This knowledge can help optimise efforts to foster stronger relationships between police and communities, bolster public trust and ultimately improve crime prevention outcomes.

This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the Swedish state influenced consumers' alcohol habits and highlights the role of governance units in shaping consumer culture.

The study reconstructs the historical memory of the “Operation Vin”, a strategic marketing campaign implemented by Systembolaget from 1957 to 1985, to conceptualize the past and to uncover the structures and change dynamics of the Swedish alcohol market system. Following this approach, the research contrasts historical data from multiple sources with market-oriented ethnographical data and traces the trajectory of how the consumption of alcohol has changed as a consequence of the Swedish state’s initiatives.

The study offers two contributions to the literature in marketing and consumption history. Firstly, it uncovers the lines of actions (framing and settlement) involved in creating marketing systems and shaping consumer culture. Secondly, it explores how the state strategically leveraged its social skills to promote a specific type of alcohol consumption (wine) and to induce the Swedish consumer to cooperate in the refashioning of the alcohol field.

The authors aspire for this paper to offer valuable insights into how a state, as a governance entity, can shape consumer culture through a strategic blend of various regulatory measures, both gentle and forceful. The authors emphasize the pivotal role of social skills in fostering cooperation during the implementation of a new alcohol policy.

This paper provides valuable insights into the role of the Swedish state in shaping consumer culture and explores the strategic actions and marketing systems involved, contributing to marketing and consumption history literature.

This study enables one to critique the importance of adapting and innovating during challenging times to sustain and grow a business and also emphasizes the need for businesses to be flexible, resilient and willing to make necessary changes to stay relevant and thrive in dynamic and unpredictable environments.

In the competitive world of India’s quick-service restaurants industry, Shilpa Bhatt Bahuguna, the young entrepreneur behind “Pizza Italia,” aimed to secure the top spot in Uttarakhand. Despite facing setbacks by closing six out of the eight outlets during the COVID-19 pandemic, Bahuguna’s focus on product quality and localization had garnered word-of-mouth publicity for her brand. Now, with a limited budget for promotions, Bahuguna sought below-the-line strategies to ensure profitability and success for new outlets. Her determination to establish Pizza Italia as an indigenous brand and her plans for global expansion through franchising reflected her vision for growth and impact in the market. With her entrepreneurial spirit, Bahuguna remained poised to achieve even greater success in the future. Bahuguna aimed to leverage her product quality and word-of-mouth promotion to capture the market. She planned to expand her brand globally and open new outlets in Uttarakhand and London. However, Bahuguna was challenged to promote her brand on a limited budget, favoring “below-the-line” strategies.

This case study is appropriate for an undergraduate- or graduate-level program in marketing management.

Teaching notes are available for educators only.

CSS 11: Strategy

This essay examines how two Marxist anti-colonial intellectuals from Portuguese India and French India – Aquino de Bragança and V Subbiah – differentially theorized movements for independence from colonial rule. Through the analysis of primary source documents in French, Portuguese, Italian and English, I compare V Subbiah's Dalit, anti-fascist anti-colonial Marxism to Aquino de Bragança's internationalist anti-colonial Marxism. Both theorists' approaches have similarities in (1) theorizing the relationship between fascism and colonialism given that the Portuguese Empire was administered by Salazar's Estado Novo and the French Empire was under Vichy rule, (2) rethinking Marxism to better fit the Global South context and (3) intellectual and political connections to Algeria were critically important for theory and praxis. Despite the distinct geographic and social spaces in which they lived and worked, both produced remarkably similar theories of anti-imperialism.

This chapter explores how department stores came at the end of the 19th century to be at the origin of what is now called “fashion tourism.” Contributing to a new “geography of commerce,” it highlights the role of the space of the department store both as a place of conspicuous fashion consumption and tourism. Further, it demonstrates how Parisian department stores helped consolidate Paris's place as the capital of fashion and luxury. Far from being only places to buy the latest in fashion, the latter became indeed a symbol as quintessentially Parisian as the Eiffel Tower and as necessary to visit for the “Paris experience.”