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The question of the nature of the collar is pursued drawing on results generated in the field of social ontology as well as on observations from history. In this chapter, it can be tried to seek what the nature of collar is, this is a central question for social theory, not least economics and human resources. Tony Lawson (2019, p. 1, 2021) has recently developed a theory of social positioning “… which is the social phenomena are everywhere constituted by or within process through which social totalities are formed or emerge.” The central idea of the theory of social positioning is that social relations are ultimately power relationships, which structure how social phenomena are organized. This chapter further explores this idea by conceptualizing power drawing on the theory of social positioning. Collar is a social phenomenon and associated with certain kind of structure which is social classes in this chapter. This structure will be taken as a class relation in Marxist approach as it is known, this relation is about power. In this framework, the question of the nature of collar needs to be explained with social positioning theory.

The current study was developed in response to the profound impact of ethical practices on the beverage industry. It aims to examine the mediating role of perceived brand trustworthiness in the relationship between brand social responsibility and brand positioning in the Tanzanian beverage industry.

The study adopted a post-positivist approach, as it encompasses a deterministic perspective where causes are believed to determine outcomes or effects. The study focused on customers of two major beverage companies in Tanzania, namely Coca-Cola and Pepsi. Data were collected from 458 customers and analyzed using structural equation modeling.

The findings indicate that brand social responsibility serves as a valuable intangible asset, capable of establishing a competitive edge when integrated into the value proposition. Additionally, the results reveal that brand trustworthiness plays a mediating role in the connection between brand social responsibility and brand positioning.

The study employed a convenience sampling technique; hence, generalization of the findings should be approached with caution.

This study represents one of the few scholarly endeavors that explore the role of social responsibility at the product brand level in establishing brand positioning. By doing so, it contributes to the advancement of knowledge concerning the impact of brand social responsibility on building competitiveness within the context of today's competitive business environment.

The purpose of this paper is to investigate the relative effectiveness of the second-person pronoun perspective within a brand name (as in “You”Tube) and the first-person pronoun perspective (as in “i”Phone).

Drawing on prior research on self-concept, general pronoun usage and the fit between branding tactics and positioning, it is predicted that “you” will garner more favorable consumer responses when the brand is positioned on social benefits, while “I” will garner more favorable responses when the brand is positioned on personal benefits. These predictions are tested in two experiments with US consumers.

When the brand in the experiment was positioned for its social benefits, “you” elicited more favorable brand attitudes than “I”, while the opposite was true when the brand was positioned for its personal benefits. This effect tends to be stronger among those with higher self-esteem.

Managers can make more informed pronoun brand name selections based on their brand’s intended positioning – if it is social, “you” should be used; if it is personal, “I” should be used.

The influence of pronouns in brand names is still largely unexplored. This research is the first to examine “you” brand names and also sheds light on how another marketing variable – positioning – impacts consumer preference for pronoun brand names. Finally, this work shows that such effects are more pronounced for those with higher self-esteem.

In highly competitive environments, sustainability positioning is crucial for firms, as they are evaluated based on their sustainable practices. This study aims to draw on the legitimacy and information asymmetry theories to explore attributes that impact business-to-business (B2B) sustainability positioning in emerging economies, such as India, within the service industry.

This study used a mixed-methods exploratory research design to examine the attributes affecting sustainability positioning. In the first phase of the study, a qualitative research method was used to explore the attributes influencing B2B sustainability positioning. In the second phase, this study used these factors to develop a structural model.

A variety of attributes was critical in assessing the sustainability positioning of B2B firms. This study identified a number of factors that explain the attributes affecting sustainability positioning in B2B markets. Some of them included environmental consciousness and external assurance.

This study significantly contributes to the theoretical discourse on sustainable practices in B2B businesses in multiple ways. First, it provides empirical data on the relationship between firms’ environmental consciousness and sustainability positioning in the B2B context, thereby adding to and expanding the current literature on this topic. Second, this study investigates the impact of external assurance on B2B firms’ sustainability positioning and shows how it can enhance credibility, transparency and accountability. Finally, it analyzes sustainable positioning in the service sector, specifically in India, thereby contributing to the body of knowledge on this topic.

The purpose of this paper is to examine how legitimacy as “an entrepreneur” is gained in relation to others during the nascent phase.

The author studies two firm creating teams over a 12‐month incubation period. Data collected through participant observation, documentation and interviews are emploted as narratives in order to explore how nascent entrepreneurs gain legitimacy through social interaction. Positioning theory is used to explore how negotiated rights and duties are employed towards legitimacy‐gaining strategies.

Conforming, selecting and manipulating strategies are used to gain legitimacy during a process of firm creation through interactive dialogue with key stakeholders (role‐set). Positioning facilitates a process of negotiated rights and duties that helps to define the role of “entrepreneur” to which the nascent entrepreneurs aspire.

The study is bounded to a specific contextual setting and thus initial findings would benefit from further investigation in comparable and control settings. Findings illustrate the ways in which nascent entrepreneurs employ legitimacy‐gaining strategies through interaction with key stakeholders, an area of research not well understood. This contributes to an understanding of how entrepreneurial identity is developed.

Designed firm creation environments can facilitate interaction with key stakeholders and support positioning of nascent entrepreneurs as they attempt to gain legitimacy in the role of “entrepreneur”, while creating a new firm. Legitimacy‐gaining strategies can strengthen entrepreneurial identity development, which can be applied to multiple entrepreneurial processes.

The article accesses individuals in the process of becoming entrepreneurs, a phenomenon most often studied in hindsight. Emphasis on stakeholder interaction as contributing to entrepreneurial development is also understudied. Legitimacy‐gaining strategies are explored through narratives using positioning theory, an approach which has been discussed conceptually but not readily applied empirically.

The purpose of this paper is to explore the capacities of different groups of actors, who initiate, support, and control (known as equal opportunity actors) equal opportunities and equal treatment in organizations in Austria.

Based on the concept of social positioning and a qualitative empirical approach, the paper provides an analysis of data deriving from 32 interviews with equal opportunity actors.

The main findings show that, depending on individual commitment, knowledge and abilities, equal opportunity actors have the capacity to influence official equal opportunity policies and to prohibit individual cases of discrimination. However, there are strong restrictions concerning a limited understanding of gender, an ignorance of more subtle forms of the practising of gender and acceptance of the gendered understructure of organizations.

The study relates to the Austrian labour relations system which is rather similar to the German system, but can hardly be transferred to other countries.

The analysis of capacities and restrictions of single actors within organizations may be of general interest.

The paper explores a nearly fully ignored aspect of equal opportunity policies which is crucial for their success or failure.

Contextual changes in communications, social activism and perceptions of commercialization have changed the dynamics in sponsorship. This paper investigated the patterns in sponsorship and social justice within the context of a major sports event.

The European Football Championship serves as an impactful platform for sponsors due to its global reach. The sponsorship activations of the twelve official sponsors were investigated by analysing sponsorship expressions on the LED boarding during every match of the tournament. Furthermore, additional data on sponsorship characteristics and brand positioning was collected for every sponsor to define relevant factors to understand the differences in sponsorship communications.

During UEFA EURO 2020, five official sponsors changed their sponsorship activations. Adjustments were made in sponsorship expressions to position the brand on diversity and inclusion. The analyses of over 90,000 press photos and 51 official match videos clarified the dynamics of brand positioning, sponsorship characteristics in perspective of globalization patterns and different sponsorship approaches in different geographical, social and political contexts.

Decision makers in the global sports industry are challenged in their brand management and sponsorship approaches for the social good. This study supports to understand the sponsorship approaches and factors affecting these different strategies.

Despite the growing attention to social justice issues in sports, there is a need to understand inclusive marketing strategies in sponsorship relationships. Using data triangulation, the findings enabled to clarify differences in sponsor approaches to social justice and illustrate the complex dynamics of brand positioning on diversity and inclusion in the sponsorship ecosystem.

This qualitative research explores factors that influence social studies teachers’ issue-selection for classroom discussion. Four high school teachers—three from an urban setting and one from a suburban high school—participated in the study. Data were gathered over three months via interviews, classroom observations, and field notes; all were analyzed using the constant comparative technique of the grounded theory approach. Two claims are made: Teachers’ social positioning influences their curriculum choices, and media influences social studies teachers’ issue-selection.

This study aims to enhance the understanding of what significance consumers place on different aspects of corporate social responsibility (CSR) when evaluating and purchasing grocery brands and products.

The paper builds on existing literature and theories on CSR and marketing, as well as literature on consumers' perceptions of CSR related issues. The Swedish empirical study has two parts; the first explorative stage based on qualitative method and in‐store face‐to‐face interviews through which important consumer attitude‐based attributes of social responsibility are identified in a grocery context. The second quantitative part is based on questionnaires that describe the grocery brand positions and performances along these attributes.

Results point to three general attitude‐based dimensions for CSR positioning and that retail brands can indeed, in relation to leading national brands, build a CSR image. Further, this image is shown to have an impact on consumers' intention to buy. This is also the case for “me‐too” retail brands. The CSR dimension of greatest impact on overall CSR image is product responsibility, whereas human responsibility influences the customer purchase intentions the most. Environmental responsibility, perhaps the most commonly used CSR dimension, is in this study recognised to exert least impact on both overall CSR image and on purchase intentions.

This study is limited to a Swedish context and to one specific purchase situation. Future studies could involve validation of factor structure, relationship between CSR and preference, and ability to positioning in another market, perhaps in more mature markets in terms of well‐developed structures of CSR and health/organic organic products (e.g. the UK). A postal survey would allow the use of longer and evaluated measurement scales previously used in organic food research.

This study substantiates that retailer brands can indeed be distinctly positioned according to aspects other than price, e.g. as here exemplified, the concept of CSR. This relationship has hitherto not been identified outside the UK. The finding that CSR is less clearly connected to the expected dimension of environmental responsibility entails new added knowledge to this research field. The analysis has, moreover, resulted in more a simplified description of the basic dimensions of CSR containing three instead of, as often in the literature, six dimensions.

The purpose of this paper is to provide a methodological demonstration of how written and visual language in narrative and small stories about older workers might be read in multiple ways as supporting and/or constraining recent policy reform.

Critical theory and critical discourse analysis, supported by narrative analysis and visual analysis, offer a robust methodology to problematize the manner in which textually mediated discourses impact social policy reform for recruiting, retraining and retaining older workers.

The results show that still in such an “age positive” social policy environment, negative stereotypes about older workers persist, threatening to constrain social change.

An exemplary analysis of two texts, representative of those related to Australian government initiatives to reform access to work for older citizens, provides an accessible means of (re)evaluating if and how such policies are more inclusive of older workers.

This paper contributes to an emerging trend in organization studies using a critical discourse analytic approach not only to written texts, but also to the less familiar visual narratives and stories.