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This research used a Phenomenography approach of Eye Tracking to study the Biometric changes when participants were subjected to eight static subliminal images hidden in seven differently designed packages. Embeds or static subliminal stimulus in the form of pictures and words were hidden in seven different perfume packages and were used to study the changes experienced between the two groups, one of which was subjected to subliminal stimulus. This study was conducted in the Neuro Lab located in the SP Jain Sydney campus. A total of 46 healthy participants were separated into two groups, with one group shown image packages with static subliminal stimulus while the other group was shown image packages without any subliminal stimulus. Eye Tracking data was collected using iMotions. A detailed analysis of the Area of Interest (AOI), Fixation and Heat Map revealed that only a percentage of the participants visited the AOI with the hidden subliminal stimulus, but the participants who noticed the AOIs with the subliminal stimulus especially the male participants spent more time in the AOI indicating that they could be consciously processing the subliminal static stimulus. A statistical analysis of the time to first fixations (TIFF) revealed that the subliminal stimulus was not the first point of attraction.

This chapter reviews marketing scholarship on environmental sustainability. The literature covers several themes of both consumer behavior and firm-level topics. Consumer issues include their assessment of efficacy and the extent to which they are aware and sensitive to environmental issues. Numerous interventions and marketing appeals for modifying attitudes and behaviors have been tested and are reported. Consumers and business managers have both been queried regarding attitudes of recycling and waste. Firm-level phenomena are reflected, including how brand managers can signal their green efforts to their customers, whether doing so is beneficial, all in conjunction with macro pressures or constraints from industry or governmental agencies. This chapter closes with a reflection on the research.

The objective of this chapter is to introduce the new concept of outside-in-content, which facilitates a new perspective in the decoupling discourse. Based on the requirements for the contents of strategic communication, the concept of outside-in- and inside-out-content is introduced. The mechanisms of outside-in-content are explained using examples of practices from strategic communication management, such as sponsorship, corporate giving, celebrities and brand worlds. Next, the effects of outside-in-content are described. Lastly, in the context of the discourse on decoupling, the question of whether – or how – outside-in-content encourages talk–action inconsistency is answered. In inside-out-content, strategic communication looks within the organization for events, characteristics, services, persons and topics capable of attaining strategic communication targets. In the case of outside-in-content, the path is reversed: here, the selection process for strategic communication begins outside the organization and asks which existing or new events, persons or topics outside the organization are capable of attaining strategic communication goals and raising interest among the target group. Outside-in-content tends to be more reliable in attaining profile-raising and image goals. Outside-in-content encourages decoupling for three reasons: (1) like a lighthouse, it draws attention away from negative issues. (2) As neither-true-nor-false-content, it encourages noncommittal and arbitrary strategic communication. (3) If organizations no longer talk about themselves, or do so less frequently, talk and action can also no longer be examined using the standards of tight or loose coupling.

This chapter addresses the balancing act between curriculum guidance and curriculum space, against the backdrop of an integral curriculum review at the national/macro level in the Netherlands, labelled ‘Curriculum.nu’. As part of this review initiative, many choices have to be made, reflecting answers to the following two questions: What balance is needed between curriculum regulation at the macro level and the provision of curricular space for schools at the meso and the micro level? And, what are the related responsibilities of all involved in the educational system web in order to make the curriculum change successful? Before getting to tentative answers, the chapter will provide an introduction to curriculum policy in the Netherlands and will offer an overview of the motives, aims, approaches and preliminary results of Curriculum.nu. The provisional answers include a set of research-informed principles for making the curriculum review efforts a success, including a call for dovetailing the various curriculum layers and for a strategic curriculum mix of room for school-specific decision-making, substantive guidance, support by exemplification and firm investments in professional development.

Purpose – While previous studies have highlighted opportunities, this chapter sheds light on the negative effects of globalization that mature European multinational enterprises (MNEs) encounter.

Design/methodology/approach – We develop an extended network perspective to argue that globalization has resulted in several network-related threats for mature European MNEs.

Findings – European MNEs encounter three types of negative effects. First, globalization has caused local problems to increasingly spill over to other parts of MNE networks. Second, globalization has bred or strengthened countervailing powers, such as emerging-market MNEs, supranational governmental bodies, and international non-governmental organizations, which have eroded the power of mature European MNEs by entering their networks. Third, while globalization has caused the economic networks of MNEs to expand, it has made critical production factors scarcer since the availability of labour, land and natural resources has not increased accordingly. We conclude that globalization acts as a double-edged sword, which has not only offered opportunities for mature European MNEs but has also led them to experience important new and intensified threats.

Social implications – Earlier studies have shown that globalization can have positive effects for MNEs and negative effects for the sovereignty of nation states, domestic employment and the natural environment. The findings of the present study imply that globalization can also backfire on mature MNEs, thereby undermining their competitive position or even jeopardizing their continuity.

Originality/value – The negative effects of globalization for MNEs have remained understudied. Our contribution is to systematically analyze the neglected yet important ‘dark side of globalization’ that mature European MNEs encounter.

By taking conventionalist view of the evolution of biotechnology, we suggest that the process by which entrepreneurs determined what made biotechnology valuable and figured out how to organize around such an economic logic was contested. The shape that biotechnology has ultimately taken emerged from the resolution of these contests. Convention theory – as elaborated in Boltanski and Thévenot's (2006) On Justification ¹ – argues that our economy is shaped by participants affecting the rules of economic action. Whereas most economists would argue that the assignment of value underpins any system of exchange, conventionalists suggest that this value is not only given by the principles of optimization but instead can be derived from many possible spheres such as civic duty, attainment of fame, proof of technologic performance, and demonstration of creativity. More specifically, Boltanski and Thévenot (2006, p. 43) claim that the establishment of a particular logic “comes about as a part of a coordinated process that relies on two supports: a common identification of market goods, whose exchange defines the course of action, and a common evaluation of these objects in terms of prices that make it possible to adjust various actions.” Simply put, economic logics embody principles of economic coordination or conventions that guide interpretation of the technology and its value.