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The alta mentoring platform, launched within the aviation and aerospace industry in 2019, is the outcome of a joint knowledge exchange project between academics and industry. It was designed and launched to meet the mentoring needs of women in this male dominated industry, who otherwise had no, or very little, mentoring support. The aim of alta was to create an on-line mentoring platform that was based upon the mentoring support that women identified as being important and that would address their under-representation and the lack of support for career progression. The chapter draws upon a body of literature focussing upon mentoring, specifically its meanings (see Dashper, 2018), benefits (see Phillips et al., 2016) and barriers (see Eby et al., 2010); as well as gender specific mentoring (see Johns & McNamara, 2014). The authors adopt a feminist relational mentoring framework (Ragins, 2016), that views mentoring as a two-way process where mentors and mentees learn from each other. The project was under-pinned by six months of research across the industry (a survey, interviews and focus groups with professional women and employers) to ascertain the need for the mentoring platform. This chapter is based upon four focus groups held with women across the industry, in both technical and middle/senior managerial roles, to ascertain their experiences of mentoring and their perceived and experienced benefits and barriers to mentoring. The focus groups were also utilised to find out specifically what women wanted from the alta mentoring platform and their views on its women-only focus.

This purpose of this paper is to report on a study of the possible role of social marketing in encouraging breastfeeding amongst teenage mothers. UK teenage mothers are particularly prone to low levels of breastfeeding and there has been a lack of response to traditional health education approaches. The purpose of this paper is to report on an in‐depth, qualitative exploration into the use of social marketing to address this problem.

Qualitative interviews were conducted in 2009 with 58 pregnant teenagers, young mothers and their influencers to explore feeding decisions and examine social marketing options. The Theory of Planned Behaviour (TPB) emerged as the most appropriate framework to explain the major influences on breastfeeding. This was used to structure a solution that highlighted three strategic priorities for social marketing based on the TPB's three components: changing attitudes, altering social norms and increasing confidence.

Health benefits of breastfeeding were not disputed, but neither were they found to be a strong motivator for this age group. Personal benefits oriented to the mother were explored, some of which seem more promising in maintaining breastfeeding and the quality of ante‐ and postnatal service was critical. Finally, the “public” image of breastfeeding was often a negative, with the perceived lack of social acceptance of breastfeeding in public places acting as a barrier to continued practice.

This paper offers insights into the experiences of this group of young mothers and the findings were shared with the health trust funding the research, to help in a clinical pathway redesign. A separate social marketing‐based solution to counter this is proposed, with the long‐term aim to make breastfeeding the default societal norm.

This paper seeks to explore the applicability and implications of Bourdieu's field‐capital theory for marketing using original research with a typical European society. Bourdieu's field‐capital theory proposes that people acquire economic, social and cultural capital which they deploy in social arenas known as “fields” in order to compete for positions of distinction and status. This exploratory study aims to examine how Bourdieu's theory may explain competitive behavior in fields of interest to marketers.

A total of 61 in‐depth interviews were completed with respondents that were representative of each of 61 geodemographic “types” – clusters that enable marketers to segment an entire population.

The findings suggest that examining human behaviour through the lens of field and capital theory highlights the importance of the competition motive in explaining consumers' behaviour. New “fields” were identified which seem to have assumed primary importance, particularly in middle‐class people's lives.

Viewing consumer behaviour as social competition implies that new segmentation approaches may yield successful marketing outcomes, and opens consumer psychology and behaviour itself to new interpretations.

Very few research papers that apply field‐capital theory to marketing are present in the literature. It is hoped that this work addresses an important area, and one that is particularly prevalent in twenty‐first century consumerism.

This chapter introduces the scope and contents of Women, Work and Transport. The situation concerning the extent of women’s participation in the transport workforce worldwide is detailed and the challenges facing women transport workers in different world regions and transport modes is highlighted. The chapter describes the structure, contents and key contributions of each of the 21 chapters that are presented in this volume and signposts readers to key material. Although the chapter necessarily highlights some of the many challenges women face when working in highly masculine cultures, this wide-ranging international collection of evidence of the experiences of women transport professionals in both the Global North and Global South also provides numerous suggestions for how employers, governments and trade unions can address, and ultimately overcome, gender segregation in transport. The chapters acknowledge the dramatic effects of the COVID-19 pandemic on the transport sector, while also pointing to some of the opportunities provided by new greener forms of transport and automation, as well as noting the risks for women workers.

The purpose of this paper is to present research into the area of internet support for professional‐public communication through a deeper understanding of the role that a web site can provide in meeting the information needs of critically ill patients in intensive care units (ICUs). The communication between clinicians and members of the patient's family in the stressful ICU is modelled to give an integrated view of the situation and thereby allow for the incorporation of the views of all stakeholders on how the internet can meet this communication need.

The paper takes a broad, holistic, systemic approach that integrates the latest information and communications technology tools and processes with rich qualitative data from all stakeholder groups. The data are interpreted through the use of system dynamic modelling to visually conceptualise information flows and communication between clinicians and family members of patients.

The paper conceptualises, visualises and simulates the communication that takes place in complex stressful settings, such as, in ICUs thereby increasing the understanding of web‐support for professional‐public communication in the complex area of healthcare.

The broad approach of the paper has sacrificed, detailed and in depth analysis of all aspects of this issue which would require a much more extensive study.

The results have been of practical value to those developing a particular ICU web site and thus could inform others.

In addition to the findings, this paper is innovative in the way systems dynamics is used to model information flows. The results demonstrate the value of this technique for visualising and manipulating entire systems of this kind.

The aim of this study is to better understand how black women utilize capital to frame their entrepreneurial identities in order to become legitimate and thus challenge institutional norms. To achieve this, the study draws on perspectives on legitimacy, identity and capital and focuses on the well-established wine industry in South Africa.

Using in-depth qualitative data from semi-structured interviews, this study delves into the lived experiences of nine black women entrepreneurs and three stakeholders in the South African wine industry. Such a context is unique because of the aspects of exclusion and segregation of black women. The data were supplemented with associated secondary material and were analysed using the constant comparative technique.

This study reveals dissonance, that is, a misfit, between black women's social identities and their entrepreneurial self-identities in the South African wine industry; the study uncovers that specific capital forms allow framing their identity through heroical self-description, exploiting professionalism and enacting new roles to alter the perception of what is socially legitimate in the wine industry.

This study contributes to understanding by highlighting that black women entrepreneurs in the wine industry rebel against the expectation that they must fit into a predetermined role. The study highlights the relevance of legitimacy, identity and capital theoretical perspectives to study an underexplored context and unpack how black women challenge the barriers that affect their entrepreneurial identities in their quest to become legitimate. The value of this study revolves around revealing the underexplored connection between entrepreneurial identity and legitimacy through actions taken by black women entrepreneurs when reworking the role(s) tied to their social identities. The findings suggest the importance of capital, particularly cultural capital, in how black women entrepreneurs become legitimate in the wine industry. Avenues for further research are offered.

This paper aims to examine employee responses to sexual behaviour in hospitality workplaces, to determine their roles and responsibilities in harassment prevention.

Female workers in restaurants and bars were recruited using the snowball technique, and data collected through 18 interviews. An interpretivist approach was used to guide the data collection and analysis.

The study found that harassment coping strategies developed with age and experience rather than through training, and those who dressed and behaved provocatively attracted more unwanted sexual attention.

Recommendations focus on the role of managers in moderating employee behaviour and providing training in assertiveness.

Industry norms and perceptions about managers’ expectations are considered strong influences on employee behaviour, and therefore, in attracting harassment.

Although this study locates the responsibility for stopping harassment with management, it takes an unusual and potentially unpalatable approach by acknowledging the role of victims in stopping unwanted sexual advances, providing new approaches to reducing harassment.

The authors address the training needs of archivists, librarians and museum staff involved in preserving the national heritage and consider how these domains’ needs might be met in a co‐ordinated and collaborative manner across the cultural heritage sector, and within the context of educational provision. The paper draws on a recent Library and Information Commission funded research project, “Review of current preservation management training in the UK and abroad”, and the 1999 National Preservation Office seminar on the subject. It relates this to work of the National Preservation Office, Resource, and other professional initiatives, and suggests how sector‐wide training and education might be developed. It poses questions for the consideration of LIS educators. Recommendations encourage the development of existing links and training initiatives, widening involvement and collaboration within and without the sector, and co‐ordination of preservation management training nationally.

This chapter offers a systematic review of research into quality assurance and quality management in higher education. It begins by considering quality as theory and discusses the methodology applied. The origin and meaning of the terms quality assurance and quality management, as they are used in higher education, and their application and practice, are then discussed. The issues and critiques that have been raised concerning quality assurance and management are identified, before some conclusions are reached.