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The clean beauty phenomenon is gaining momentum and beauty brands are getting creative with on-pack sustainability claims. With the increasing focus on sustainability from both brands and consumers, sustainability communication has the potential to raise the profile of sustainable production and consumption. Further attention is needed on the creative approach behind on-pack sustainability marketing communications as companies no longer focus on single eco labels but instead use a bundle of claims to advertise their commitment to sustainability which finds consumers confused and brands open to accusations of greenwashing. This chapter explores on-pack sustainability communications in the beauty industry through the lenses of creative marketing communications which need to be both original and appropriate. This study contributes to the longstanding debate on the role of sustainability claims in marketing communications and addresses the role of on-pack sustainability claims design and creativity.

An ongoing public relations (PR) crisis resulted from the behavior of Mylan, a pharmaceutical company, regarding its well-known antianaphylaxis product, the EpiPen. Mylan’s mishandling of the EpiPen controversy widened its legitimacy gap among external stakeholder groups – as well as among its employees. Its actions conflicted with the values expressed by its corporate social responsibility (CSR) rhetoric and jeopardized stakeholders’ commitment, loyalty, and productivity. In this chapter, I argue that #EpiGate renders Mylan unable to activate the type of collective identity orientation needed among employees during a legitimacy controversy. Employing identification and storytelling as critical lenses, rhetorical analysis of Mylan’s CSR documents suggests how its contradictory messages compounded its legitimacy gap among employees. Mylan’s inability to address rising CSR expectations among employees involves both human resources (HR) and PR practitioners. Suggestions for how these functions should work together to better shore up expression of CSR values with employee expectations are provided.

As researchers and analysts apply the theory of institutional logics to higher education, they may choose from a variety of methods and analytical techniques by which to proceed. This chapter focuses on qualitative document analysis as one helpful approach to capturing logics–organising principles and underlying theories of action–in colleges and universities. It builds on the recent call to mobilise the institutional logics perspective for higher education research by offering a conceptual framework for qualitative document analysis, and an example of analytical and coding procedures applied to documentary materials on financing and resourcing strategies of US public research universities. The chapter concludes with implications for theory as gleaned from using this method, such as its value in probing emergent combinations of multiple logics in contexts of institutional complexity, and addresses broader methodological considerations to support future work in this arena.

This paper explores the use of the total cost of ownership (TCO) approach from the business marketing perspective. TCO provides a method to estimate all cost associated with the acquisition, use, and disposal of a good or service over the lifetime of the purchase. Organizational buyers can employ TCO analysis to evaluate alternative offerings from suppliers, to assess ongoing supplier performance, and to drive process improvement. Sellers can use TCO models to measure, document, and communicate the value that their offering represents to a customer in the way of lower costs relative to the next best alternative. TCO analysis can be a powerful selling tool to demonstrate concrete customer value creation for alternatives that deliver comparable benefits. The execution of a TCO analysis requires experts from both the buyer and seller organizations to work closely together in mapping and modeling the target customer's application. Ideally, the sales representative leads the process in which both parties collaborate. The process contributes to the strengthening of trusting, long-term buyer–seller relationships.

This chapter outlines some of the challenges in assessing teachers’ subject-matter knowledge. After reviewing traditional ways of mapping a domain, such as job analysis and “wisdom of practice,” the author alights on the two constructs, depth and breadth, that have come to define how teachers’ subject-matter knowledge is conceptualized. He argues that these two constructs constitute an impoverished vocabulary that misrepresents the complexity of the subject-matter knowledge teachers most need for effective instruction. He proposes an expanded set of constructs – differentiation and elaboration, qualification, integration, generativity, and epistemological knowledge – that better approximate the complexity of a subject-matter domain and serve as a better guide for creating an assessment system.