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As teacher educators, we know that preservice teachers come into teaching with idealistic visions of both teaching and their own identity as a teacher. Students’ sense that they are or could be teachers is an important aspect of their decision to become teachers. If who they become as teachers must emerge from who they are as people, teacher educators ought to be interested in how students position themselves in their role and identity as teachers when they enter teacher education programs. This paper explores what preservice teachers’ initial applications to teacher education programs reveal about how preservice teachers position themselves as teachers.

The purpose of this paper is to discuss how fieldwork impacted the author's own and one participant's positioning; the author's reflexivity, experiences and feelings of alterity; the participant's performances and conversations between the author and participant.

The author uses a confessional tale to describe the time spent with the participant and confesses how it impacted on the author as the researcher. The author examines her biases, feelings, and vulnerabilities, and explores some of the methodological and positioning issues with which she struggled.

The author ponders on what she learned while being in such close quarters with a participant and discusses what she should keep in mind about herself as the researcher during subsequent data collection forays. Researchers should know themselves well before attempting such closeness because when we are researchers, we can’t change who we are as people.

It is believed that the extreme researcher/participant closeness was unique but was, at the same time, an extremely useful form of data collection.

The purpose of this paper is to identify the location of sport brands in sport consumers’ minds using a perceptual map of multiple positions; and examine whether there is congruence between the sport brands’ purported images and the targeted consumers’ perception of the brands’ images.

A mixed method was used. Four steps of data collections (i.e. face-to-face, focus group interviews, and questionnaires) and analyses (i.e. content analysis, MDS analysis, PROXSCAL analysis, multiple regressions analysis, frequency analysis, and congruence score) were performed.

Four positioning typologies (i.e. great quality equipment, equipment for professionals, innovation, and tradition) were identified; each brand’s positions in consumers’ minds were distinctly portrayed in the perceptual map; and the congruence between intended and perceived positions was found in two brands – Titleist and Ping – implying they established a high position-congruity and providing evidence of positioning effectiveness.

The findings will aid practitioners and scholars in positioning and its effectiveness: the results provide information for managers to select, implement, and manage effective positioning strategies and the study provides initial evidence about whether companies and their brands are well-positioned in the sport consumer’s perception.

The authors attempt to examine how consumers perceive brands and how effectively brand positions are portrayed in consumers’ minds. The effectiveness and competitiveness of positioning strategies were examined via a perceptional map.

The negative stereotypes concerning late-career workers are found to prevail and lead to negative circulation of narratives and actions between individuals and societies. Using the context of late-career entrepreneurs, the paper aims to find an alternative and a more positive narrative concerning late-career work by focusing on entrepreneurs and the narrative positioning related to them.

The authors used a narrative-positioning analysis, cycling through three levels of analysis and then returning to level two, in order to study our sample of seven narratives written by Finnish late-career entrepreneurs. The authors present in detail one story-telling narrative, by Matthew, and then layer the remaining six narratives to present themes, positioning and actions surrounding being a late-career entrepreneur.

A more positive narrative circulation was found, which related to the master narrative of entrepreneurs as continuing “until the end” and taking care of themselves, their enterprises and different stakeholder groups even after exiting the enterprise into so-called “retirement.” The entrepreneurs were found to actively use this positive narrative to position themselves both in the story-telling world and in their local interactions. By positioning themselves as “never ending caretakers,” the entrepreneurs gave a strong account that their reasons to continue working centered on the factors social.

The research findings and analysis should be interpreted in the context of the Nordic countries and especially Finland.

The results of this study can inform the ways in which these “never ending caretakers” can transition into retirement and adjust to life spent in retirement.

In the study, entrepreneurs' written answers were analyzed with narrative-positioning analyses. An alternative story of people at work was found, and a more positive narrative circulation was constructed based on their narratives.

The purpose of this paper is to question the idea of “passing a test” within activist ethnography. Activist ethnography is an ethnographic engagement with social movement organizations as anti-authoritarian, anarchist, feminist and/or anti-racist collectives. It is based on the personal situating of the researcher within the field to avoid a replication of colonialist research dynamics. Addressing these concerns, we explore activist ethnography through feminist standpoint epistemologies and decolonial perspectives.

This paper draws on our two activist ethnographies conducted as PhD research in two distinct European cities with two different starting points. While Léa entered the field through her PhD research, Claire partly withdrew and re-entered as academic.

Even when activist researchers share the political positioning of the social movement they want to study, they still experience tests regarding their research methodology. As activists, they are accountable to their movement and experience – as most other activist – a constant threat of exclusion. In addition, activist networks are fractured along political lines, the test is therefore ongoing.

Our contribution is threefold. First, the understanding of tests within activist ethnography helps decolonizing ethnography. Being both the knower and the known, activist ethnographers reflect on the colonial and heterosexist history of ethnography which offers potentials to use ethnography in non-exploitative ways. Second, we conceive of activist ethnography as a prefigurative methodology, i.e. as an embedded activist practice, that should therefore answer to the same tests as any other practice of prefigurative movements: it should aim to enact here and now the type of society the movement reaches for. Finally, we argue that activist ethnography relies on and contribute to developing consciousness about the researcher’s political subjectivity.

The predominant view of positioning in both the literature and practice – a remarkably uni- or two-dimensional view – asks these questions: (1) What dimension should the product or service be positioned on, for example, unique styling, design, performance, and quality? (2) What category does the product or service compete in or belong to? So marketers therefore ask: Should the computer brand be positioned as reliable (Dell), or faster (Toshiba)? Research on economic value is well established in the pricing literature, especially in business-to-business pricing. Most of this literature focuses on differentiation value, that is, how to calculate the worth of the differential benefits a customer receives from using the firm's product versus the competitive substitute. But a much less studied area of this research deals with the price of the competitive reference product, or competitive frame of reference. Rarely do marketers extend positioning strategy to the level of economic value, asking: How is the product framed, and how valuable is the frame? The purpose of this chapter is to explore competitive frames of reference in business-to-business positioning. Specifically, what are alternative types of frames of reference? What is the role of the reference price in frames of reference? What are the implications of choosing one type of frame of reference versus another?

The aim of this study is to explore how mentors' and mentees' self-concepts and related reflective practices in mentored teacher training are supported by using audio diaries within the framework of Dialogical Self Theory (Hermans, 2001), and how it could be used in the wider context of teacher training.

This study explores a specific qualitative methodology, the use of audio diary in self-reflective activities, in the context of teacher training in Hungary. When analysing the data, we used the thematic analysis approach to employ a relatively high level of interpretation.

Multi-level meta-position reflections have emerged from the data that were comparable at a given point in time. We found five different I-positions (Hermans, 2001) that suggest that mentors and mentees perceived of these as shared themes of the emerging incidents in mentoring. However, those aspects of the mentoring process on which mentors and mentees reflected only vaguely or have not reflected mutually in their audio diaries involved a certain level of mis-positioning and further tension.

Audio diaries are beneficial for personal and professional development. The tools and the methodology around them could be leveraged to broaden mentor–mentee dyads, which may lead to including university-based teacher educators and researchers from the field.

The value of this study arises from the process of recording audio diary logs as a direct representation of thoughts during the mentorship process.

Ethnographers and other qualitative social scientists have long reflected on the ways researcher identity – who we are – shapes how we see and understand what and whom we encounter in our research, and how research participants see and understand us. In “Insider–outsider–inbetweener? Researcher positioning, participative methods, and cross-cultural educational research,” Milligan (2016) takes up questions regarding researcher positionality in qualitative research in the field of comparative and international education. In particular, Milligan argues for the use of participative techniques to gain insider perspectives and to lessen unequal power relations between researcher and the researched in cross-cultural research. In this chapter, we will engage Milligan’s discussion of participative research by analyzing the similarities and differences in studying participants with relative social privilege versus studying those from marginalized communities. Specifically, we will reflect on two ethnographic studies that explored the global educational aspirations of middle and upper middle-class Asian students. Furthermore, we attempt to complicate the discussion of “cross-cultural” research by arguing that in the neoliberal global context, researchers and the researched may move back and forth across national and cultural boundaries. The chapter concludes by raising questions regarding the unique challenges of conducting cross-cultural studies that flow across national boundaries.

The purpose of this study is to identify the factors affecting brand competitive positioning (BCP) and its components in the home appliance industry and also to develop a scale for it, considering both the seller’s and the buyer’s side.

The factors were investigated both qualitatively and quantitatively. Data was collected from findings of previous research as well as interviews with experts in the industry. After conducting thematic analysis, the extracted factors were confirmed by experts. A total of 400 samples was used to test the BCP scale. Respondents were the customers of some selected home appliance brands.

The results of exploratory and confirmatory factor analyses indicated that seven main factors influenced BCP, including product quality, service quality, perceived price, sales and distribution, marketing communication, market orientation and reputation and background. Also, the five components of BCP are distinctiveness, desirability, credibility, value for money and top of the mind awareness.

Modelling a new scale on BCP is of considerable importance. Using mixed method, the current study presents a new scale named Brand Competitive Positioning Scale.

Purpose – This chapter represents a dynamic cycle in a collaborative inquiry conceived some six years ago. The aim of this study is to share some of our reflections, tensions, questions and uncertainties in positioning our own emotional responses as legitimate research data.

Methodology/Approach – We adopted a collaborative second-person methodology within an action research framework in the process of inquiring into our own practice as systemic psychotherapists and women.

Findings – We offer reflections on the positioning of emotion as researchers, tutors and psychotherapists. We discuss three themes from the emotional landscape of the inquiry, research process, research product and gendered voices, in anticipation that they will connect with and be useful to other researchers.

Originality/Value – The chapter introduces our sense-making framework for reflexively exploring the salience of emotion in research. It argues that attenuating, listening and responding to the emotions we feel as researchers both serves as a guide to inquiring into critical social constructs and engenders opportunities to promote social change.