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Article
Publication date: 1 August 2004

Dr Richard Mitchell

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64

Abstract

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Kybernetes, vol. 33 no. 7
Type: Research Article
ISSN: 0368-492X

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Case study
Publication date: 24 May 2013

Richard R. Johnson, Jordan Mitchell, Paul W. Farris and Ervin Shames

This case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product…

Abstract

This case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider where Red Bull will take its brand, product line, and marketing next, in light of many competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and products targeted toward younger consumers.

Details

Darden Business Publishing Cases, vol. no.
Type: Case Study
ISSN: 2474-7890
Published by: University of Virginia Darden School Foundation

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Article
Publication date: 1 March 2001

Richard Mitchell and C. Michael Hall

Introduction Understanding the patterns of wine consumption plays a critical role in the wine marketing process and allows wineries and other wine business to effectively…

Abstract

Introduction Understanding the patterns of wine consumption plays a critical role in the wine marketing process and allows wineries and other wine business to effectively target their market. However, as recently as 2000, Mitchell et al. (2000: 124) lamented the fragmentary picture of wine lifestyles, purchasing behaviours and wine interests of wine tourists, suggesting that “Establishing the level of interest in wine of winery visitors is extremely important in terms of educating the consumer.” This research note explores wine lifestyles in New Zealand from a number of indicators of wine interest including wine club participation, wine cellaring behaviour, place of purchase and wine knowledge.

Details

International Journal of Wine Marketing, vol. 13 no. 3
Type: Research Article
ISSN: 0954-7541

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Case study
Publication date: 20 January 2017

Paul W. Farris, Ervin R. Shames, Richard R. Johnson and Jordan Mitchell

This case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product…

Abstract

This case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider where Red Bull will take its brand, product line, and marketing next, in light of many competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and products targeted toward younger consumers.

Details

Darden Business Publishing Cases, vol. no.
Type: Case Study
ISSN: 2474-7890
Published by: University of Virginia Darden School Foundation

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Contingent Valuation: A Critical Assessment
Type: Book
ISBN: 978-1-84950-860-5

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Book part
Publication date: 30 July 1993

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Contingent Valuation: A Critical Assessment
Type: Book
ISBN: 978-1-84950-860-5

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Article
Publication date: 11 January 2011

Richard C. Mitchell

The purpose of this paper is to prepare for a campus sustainability audit at the main campus of Brock University, St Catharines, Ontario, Canada.

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2001

Abstract

Purpose

The purpose of this paper is to prepare for a campus sustainability audit at the main campus of Brock University, St Catharines, Ontario, Canada.

Design/methodology/approach

An inductive, qualitative approach was undertaken with data comprised of analyses of key stakeholder interviews, a review of literature, and a systematic collation of campus‐based sustainability initiatives taking place in 2008‐2009.

Findings

The study offers qualitatively analyzed evidence that even smaller and mid‐size Canadian campuses with limited budgets can successfully move forward with sustainability initiatives in multi‐systemic, synergistic partnerships that cross‐professional and disciplinary boundaries. Furthermore, inductive methodologies should not be overlooked in this process. While most of the sample of interviewees in this exploratory study agreed to be involved in current and future sustainability initiatives, interestingly, there were also concerns that discovery of any negative findings could cast a shadow on “green” efforts already underway. The findings also indicate a number of leading edge initiatives taking place at Brock University including a co‐generation power plant, and “green” construction of new buildings as well as those in the planning stages. Without a formal governance structure or a common theoretical framework in place, a broad spectrum of definitions on “sustainability” from key stakeholders was found ranging from an environmental focus to those based solely upon economics, and a combination of the two were prevalent. The absence of any systemic, coordinated and comprehensive approach on the university's main campus was the main negative finding – one that previously hampered growth of synergistic partnerships.

Originality/value

Owing to its geographical location in the Canada's Niagara Escarpment as one of UNESCO's World Heritage Biospheres and its recent emergence as a comprehensive university, it is apparent that Brock University is well placed with potential for a leadership role in promoting ethical and green consumption practices on its campuses and within the region. This qualitative study provides a contemporary, interdisciplinary conceptual framework for understanding how important synergies may be brought to bear in this new policy arena within and beyond academia.

Details

International Journal of Sustainability in Higher Education, vol. 12 no. 1
Type: Research Article
ISSN: 1467-6370

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Article
Publication date: 16 March 2010

Richard Mitchell

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25

Abstract

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Kybernetes, vol. 39 no. 2
Type: Research Article
ISSN: 0368-492X

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Article
Publication date: 10 February 2012

Richard Mitchell, Karise Hutchinson and Susan Bishop

The aim of this paper is to explore the meaning of the term “retail brand” to small‐ to medium‐sized enterprise (SME) owner managers and how this impacts upon brand…

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5286

Abstract

Purpose

The aim of this paper is to explore the meaning of the term “retail brand” to small‐ to medium‐sized enterprise (SME) owner managers and how this impacts upon brand management practice.

Design/methodology/approach

This research utilises a case study approach, which involved 12 SME retailers located in two regions of the UK, combining qualitative interview data with desktop research and documentary evidence.

Findings

The findings of this paper confirm that the owner manager is central to the brand management function in SME retail firms. Furthermore, it was found that the retail brand encompasses both symbolic and functional meaning to the owner manager.

Research limitations/implications

This research contributes to the retail and SME literature by offering a conceptual framework, which presents the interpretation of the retail brand from abstractive, service and environmental perspectives.

Practical implications

It is recommended that SME owner managers set an overall direction for branding across all aspects of the retail business. In doing so, existing retail brand models may be utilised as a tool kit for SME brand managers.

Originality/value

The research begins to address a significant empirical lacuna in branding at the SME retail marketing interface. This paper also adds to wider marketing discourse, through the presentation of terminological adaptation within a small retailing situ.

Details

International Journal of Retail & Distribution Management, vol. 40 no. 2
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 1 March 2004

Michael Lenza

Argues that Humphrey’s tearoom trade study, misinforms readers as much as it informs, regarding moral and ethical foundations for research with human subjects. States that…

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4375

Abstract

Argues that Humphrey’s tearoom trade study, misinforms readers as much as it informs, regarding moral and ethical foundations for research with human subjects. States that Humphrey’s tearoom study made significant positive contributions to the population he studied. Concludes that few studies in sociology have accomplished as much in a single work.

Details

International Journal of Sociology and Social Policy, vol. 24 no. 3/4/5
Type: Research Article
ISSN: 0144-333X

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