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This paper aims to explore the market dynamics that led to a shift in Swedish consumers' alcohol preferences from schnapps to wine. Specifically, the study investigates how the Swedish state influenced consumers' alcohol habits and highlights the role of governance units in shaping consumer culture.

The study reconstructs the historical memory of the “Operation Vin”, a strategic marketing campaign implemented by Systembolaget from 1957 to 1985, to conceptualize the past and to uncover the structures and change dynamics of the Swedish alcohol market system. Following this approach, the research contrasts historical data from multiple sources with market-oriented ethnographical data and traces the trajectory of how the consumption of alcohol has changed as a consequence of the Swedish state’s initiatives.

The study offers two contributions to the literature in marketing and consumption history. Firstly, it uncovers the lines of actions (framing and settlement) involved in creating marketing systems and shaping consumer culture. Secondly, it explores how the state strategically leveraged its social skills to promote a specific type of alcohol consumption (wine) and to induce the Swedish consumer to cooperate in the refashioning of the alcohol field.

The authors aspire for this paper to offer valuable insights into how a state, as a governance entity, can shape consumer culture through a strategic blend of various regulatory measures, both gentle and forceful. The authors emphasize the pivotal role of social skills in fostering cooperation during the implementation of a new alcohol policy.

This paper provides valuable insights into the role of the Swedish state in shaping consumer culture and explores the strategic actions and marketing systems involved, contributing to marketing and consumption history literature.

This study aimed to collect data on the perception of top executive women in the Aruban hotel sector regarding implicit gender bias.

A qualitative study on the metacognitive processes of awareness, evaluation and autocorrection was utilized. Through purposive sampling women in the top two leadership levels in Aruba Hotel and Tourism Association (AHATA) member-hotels were selected.

Results showed that a third of the top female executives experienced implicit gender bias career barriers. Different types of bias were identified such as: judgments regarding pregnancy, unequal pay and obstructions by the male general manager. How the women dealt with this bias depended on the type of bias and their personality. The identification of bias and its effects on the career trajectory were also influenced by characteristics of the work setting such as the size of the hotel and functional area.

The research limitations include the chosen scope, the impediment of the generalizability of the findings due to the nature of the study, self-perceived data and possible researcher and respondent bias.

This study added to the existing body of leadership development literature with a focus on the effects of implicit bias on female leadership advancement. Some specific theoretical concepts that were combined in this study are organizational leadership, metacognition and the unconscious mind. The important role of personality was also confirmed in this study however one element that stood out in the current study was the effect of resilience in overcoming perceived barriers and attaining personal career goals. Suggestions and directions for future research are provided.

Despite the fact that gender bias was not observed in an explicit form, participants advised to be aware of the existence and effects of the implicit form and to seek education and guidance from female mentors and to remain goal oriented when confronted with this bias. Since female under-representation in senior leadership positions in other economic sectors is not observed this advice serves as a significant practical implication for the development of female leadership in this important sector in Aruba.