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Contemporary businesses face rapidly evolving changes and complexities that challenge their respective managerial responses and capabilities. The natures of information and communication systems, ways of doing business, knowledge-transfer methods, diffusion channels of innovation, and industrial habitus are shifting. Additionally, methods, concepts, and frameworks to study these challenges need to be in accordance.

Many of these features characterizing the new business environment influence not only the consumer business, but also the business-to-business (B2B) sectors and their ways of functioning. Interestingly, the influence also connects domestic with international business through the global connectedness. This is particularly visible in marketing communication, as the difference between domestic and international business communication has further diminished due to digital and virtual dimensions and applications. In this new age, it is assumed that new ventures and small- and medium-sized enterprises can turn their vulnerabilities and size constraints into competitive advantages by addressing these challenges with efficient social media usage. To address this technology-enabled dimension of B2B relations, the authors present a case study illustrating how a firm advances its relationship management and communication by introducing social media instruments. The study contributes to relationship management and international marketing communication and provides new insights into the workings of social media within the B2B context.

The conception of markets as interfaces connecting semi-autonomous systems of producers and customers has led to an extensive use of social network analysis. So far, the network focus has been on connections among people, paying less attention to the crucial role played by connections between cultural elements (e.g., concepts, representations, ideas) in the way markets are formed and sustained. Such connections constitute “semantic networks” and are the focus of the present article. We attend to them by developing a network view of the cultural dimension of markets and apply it in an empirical setting where culture plays a crucial role – luxury watchmaking – to illustrate the impact of market semantic networks on a major outcome: price.

This chapter presents a gap analysis of the perspectives of small businesses and rural librarians in Tennessee in order to develop an implementation blueprint of a public library small business toolkit, a resource that the state’s rural public libraries can create for small businesses in the future.

The chapter reports on select comparison data sets collected via two exploratory online surveys with small businesses and rural public librarians, respectively, in an externally funded planning grant awarded by the Institute of Museum and Library Services’ National Leadership Grants for Libraries (Research category) to the School of Information Sciences at the University of Tennessee.

Findings from the gap analysis of the perspectives of small businesses and rural librarians provide similarities and differences between the two stakeholder groups in terms of

• existing assistance needs of small businesses,

• information-related challenges small businesses experience,

• desired public library use, and

• information-related components of a public library small business toolkit.

existing assistance needs of small businesses,

information-related challenges small businesses experience,

desired public library use, and

information-related components of a public library small business toolkit.

The study is a unique example of action research based on varied levels of participation in rural research and action, learning through collaboration, community inquiry into everyday experiences and potential impact, use of mixed methods, and the situated nature of applications and concrete outcomes. It serves as a pilot case experience and prototype assessment test bed to expand strategies for the entire Appalachian region and other rural environments in the future.

This study examines the implementation of a community-level Sustainable Broadband Adoption Program (SBA) under the Broadband Technology Opportunities Program (BTOP), a national public policy program meant to expand broadband deployment and adoption under the American Recovery Act of 2009, and administered by the National Telecommunications and Information Administration (NTIA) at the U.S. Department of Commerce. The California Connects Program (CC) was administered by the Foundation for California Community Colleges (FCCC).

This chapter focuses on one part of CC’s efforts to expand broadband adoption among the most underserved Californians through collaboration with the Great Valley Center (GVC). CC-GVC provided basic computer and Internet classes to disconnected populations with low-literacy levels, and primarily in Spanish, through community-based organizations, public schools, public libraries, small businesses, and others in the Central Valley, an 18 county rural region with a high concentration of digital destitute populations. The program worked with under-resourced local community institutions with a range of poor technology resources and that operated under variable set of social, economic, political, and institutional conditions. Through inductive, process-oriented, and explanatory case study research, the structure, strategy, and training approach of CC was examined. Content and theme analysis of primary and secondary qualitative and quantitative data involving the program’s leadership, direct service providers, partners, participants, and nonparticipants was conducted. This involved a sample of 600 in-depth and short, structured and unstructured interviews and focus groups, archival and participant observation notes.

It was found that CC-GVC was able to meet uncertainty and operated with low institutional resources and paucity of linguistically appropriate teaching resources for new entrants through a flexible leadership approach that adapted to the social situation and was open to innovation. Community technology trainers were also able to engage those without or little direct experience with computers and with low-literacy levels with a linguistically appropriate and culturally sensitive step-by-step teaching approach that empowered and met people where they are. The author expands non-adoption models to include structural barriers in the analysis of the disconnected. It is argued that non-adoption is a result of evolving inequality processes fueled by poverty and under-resourced community development institutions and that teaching and learning is a social and institutional process that takes trust and time.

CC shows that even the most disadvantaged can be empowered to learn-to-learn to use computers and can begin to function online and gain benefit under the most extreme institutional and economic conditions, but it takes more time and resources than providers expected and the Recovery Act provided.

Purpose – In recent decades, some sociologists have turned to evolutionary biology, neuroscience, and cognitive science to support, modify, and reconfigure existing social psychological theory. In this chapter, we build on this momentum by considering the relevance of current work in affective and cognitive neuroscience for understanding emotions and the self. Our principal aim is to enlarge the range of phenomena currently considered by sociologists who study emotion while showing how affective dynamics play an important role across most outcomes and processes of interest to social scientists.

Approach – We focus on the ways external social objects become essential to, and emotionally significant for, the self. To that end, we draw on ideas from phenomenology, pragmatism, classic symbolic interactionism, and dramaturgy. We show how basic affective systems graft on, build from, and extend current social psychological usages of emotions as well as the important sociological work being done on self, from both symbolic interactionist (SI) and identity theory (IT) perspectives. Finally, we turn to the promising directions in studying emotional biographies and various aspects related to embodiment.

Findings – Affective systems consist of brain networks whose connections deepen when activated, with interesting variations observable at the neural, individual, and social levels in which one or more system is more salient than others. Affective systems may come to saturate the construction and maintenance of an autobiography or collective biography, with consequences for self-projection, self-other attunement, and embodied action. In turning to embodiment, however, we consider aspects of cognitive neuroscience that can contribute to ongoing work in neurosociology building on symbolic interactionism.

Practical Implications – The focus on affective systems suggests new research agendas in leveraging emerging neurosociological methods in the laboratory, while pushing for novel, naturalistic observational strategies. The latter, in particular, may be key to deepening sociology's contributions to neuroscience, better positioned to bring the full disciplinary toolkit to bear on these questions.

Social Implications – In considering the embodied and projective aspects of the self, we show how work examining convergence and divergence between embodied and linguistic pathways opens up new insights into how the self develops or acquires behavioral repertoires. As such, this chapter points to the need for holistic approach to understanding the social actor and, thereby, how political, economic, historical, and cultural factors shape self as much as biogenetic and psychological.

Originality of the Chapter – Sociologists think of emotions as either dependent or intervening variables: (1) signaling identity or situational incongruence, (2) states to be managed, and (3) structural dimensions of superordinate–subordinate relationships. Our integration of the theory of affective systems emphasizes the causal primacy emotions have over other behavioral and cognitive functions, clarifying how they play into the construction and maintenance of self and social experience.