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This paper looks at the phenomenon of Nintendo Kids and presents findings from academic studies, Europe‐wide research projects and academic market and trend researchers. Mental characteristics are analysed and essential marketing and communication conclusions are drawn.

This paper aims to theorize counterfeit luxury consumption among millennials from a generational identity perspective.

The paper proposes and tests a model of counterfeit buying behavior using an online survey of 467 millennial respondents. The study uses multi-item measures from the extant literature and uses the structural equation modeling technique to test the proposed hypotheses.

The findings reveal when millennials have a self-defining relationship with their generation, they tend to internalize the generational norm pertaining to counterfeit luxury consumption. Millennials’ counterfeit related values: market mavenism, postmodernism, schadenfreude and public self-consciousness contribute to their generational identity. Moreover, market mavenism, cool consumption and public self-consciousness establish counterfeit luxury consumption as a generational norm.

The findings of this paper suggest that the expertise and influence of market mavens can be used to deter counterfeit consumption. Moreover, luxury brands must communicate a cool image to offset the rebellious image of counterfeits. Further, from a standardization versus adaption standpoint, the generational perspective allows for the standardization of anti-counterfeiting campaigns.

The paper makes a novel contribution to the counterfeiting literature by demonstrating that millennials pursue counterfeit luxury brands when they pledge cognitive allegiance to their generation. The paper, thus, extends the identity perspective of counterfeit luxury consumption to group contexts. The authors also test and validate the role of descriptive norms in group contexts by introducing the construct generational norm to counterfeiting literature.

Attempts to contribute to the growing literature on postmodernism and marketing by addressing the changes in the market and the corresponding changes that have to take place in marketing strategies. Assesses the implications of postmodernism for marketing managers and other marketing practitioners, and proposes the marketing strategies that are needed to respond to the changes in the market with the growing influence of postmodernity. Discusses directions for future research.

The purpose of this paper is to explore the range of benchmark applications associated with the historical event of Barack Obama being elected as the 44th US president.

Collection and critical analysis of secondary data from relevant publications analyzing the results of the 2008 presidential elections. Analysis of organizational behavior theories have been utilized in order to benchmark leadership attributes.

The paper concludes that Obama's presidential victory is influenced by several factors which included leadership traits, leader‐follower identification, and postmodernism.

The paper examines benchmarking applications that are exclusively relevant in a public sector environment.

There are several implications for researchers and practitioners related to how future political strategies for US presidential elections might be planned.

This paper is significant because it presents a theoretical framework for interpreting the 2008 presidential election and setting the benchmark for the application of future presidential elections.

Encapsulates the debate on the topics of confusion in consumption and the return of community. Starting with an ethnosociological analysis structuring the passage from modernity to postmodernity around the metamorphosis of the social link, aims at clarifying and explaining the different levels of the postmodern confusion in consumption. Modernity entered history as a progressive force promising to liberate humankind from everyday obligations and traditional bonds. As a consequence, modern consumption emphasized essentially the utilitarian value (“use value”) of products and services. Postmodernity, on the contrary, can be said to crown not the triumph of individualism, but the beginning of its end with the emergence of a reverse movement of a desperate search for community. With the neo‐tribalism distinguishing postmodernity, everyday life seems to mark out the importance of a forgotten element: the social link. Consequently, postmodern consumption appears to emphasize the “linking value” of products and services. Concludes with an exploration of the implications of postmodernity for rethinking marketing with the integration of the linking value concept.

Begins with the premiss that we are living through an epochal change from the modern to the postmodern era and that marketing organizations have to reconsider their conceptions of the market, the consumer and marketing practice accordingly. Following a brief discussion of the themes of postmodernity, explores some of the key assumptions of modern marketing that are challenged by the transformation to postmodernity. Finally, presents the implications of postmodern culture for marketing, arguing that consumers are not driven by needs but have needs which are driven by external forces, that consumers have become customizers, that marketing organizations′ offerings will increasingly become processes rather than finished products, and that consumers who will increasingly become integrated into the production systems will have to be conceptualized as producers. Concludes by re‐emphasizing that marketing and post‐modernity are greatly intertwined, arguing that consumers are not driven by needs but have needs which are driven by external forces.

Reports a survey by GfK Ad Hoc Worldwide on new trends in youth culture and language; this shows a new generation of youngsters, dubbed Generation Search, which is searching for more meaning in life, and has different expectations of brands and advertising. Outlines these attitude changes in relation to femininity and masculinity (notably a general preference in both sexes for the “planet of femininity“); the world of the media and interconnection; multiculturalism; the importance of brands; what makes good advertising (humour, naturalness, openness, harmony, aesthetics, provocativeness, and vision marketing); and the social role of companies.

This paper argues for the consideration by managers of postmodern phenomena and how they might impact on the field of direct marketing communications. It begins by outlining the conditions of postmodernism and then discusses the decline of individualism and the emergence of neo‐tribes (Cova, 1997). The paper then progresses by identifying the role which direct marketing might have to play within a postmodern world and argues for a focus on direct response television advertising.

This chapter offers an alternative to mainstream policy studies analysis of educational policy in postcommunist Ukraine. Taking its many insights from Foucault-inspired studies of education policy (Besley and Peters, 2007; Doherty, 2006, 2007; Fejes and Nicoll, 2007; Fimyar, 2008a, 2008b; Lindblad and Popkewitz, 2004; Marshall, 1998; Masschelein, Simons, Bröckling, and Pongratz, 2007; Peters, 2001, 2004, 2006; Peters and Besley, 2007; Popkewitz, 2007; Tikly, 2003), this chapter identifies and examines a new domain of analysis, termed in this chapter policy rationalities or policy why(s). Policy rationalities are conceptualized in this chapter as structures distinct from policy discourses that enable the emergence of some discourses and constrain the emergence or reception of others. “Conditions of possibility,” “background practices,” or “epistemes” are some other ways of thinking about the abstract – yet important for the study of policy – term of “policy rationalities.” Fourteen policy documents and 17 years of policy-making (1991–2008) represent textual and temporal borders of analysis. The official authorship of the documents is limited to the three state actors, namely, the President, Parliament, and the Cabinet of Ministers. The rationale for not including the ministerial documents in the analysis is explained in the chapter. The main methods employed by the study are deconstruction and discourse analysis. The chapter discusses three sets of policy rationalities: the rationalities of nation- and state-building, the rationalities of comparison and critique, and, what I will call, the rationalities of “catching-up” Europeanization. The study also traces the textual constructions of the models of individual, society, and the state as well as the definitions of education, upbringing, and educational governance in the documents under analysis. The chapter makes an important contribution to the current debates in policy sociology and governmentality studies by mapping out a new terrain of inquiry, i.e., policy rationalities, as an important starting point for the analysis of educational reform and change.