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The purpose of this paper is to examine autobiographical vignettes that are embedded in the annual report letters to shareholders of chief executive officers (CEOs). The aim is to reveal the capacity of this narrative to self-construct leader identity, show how they can help CEOs attain legitimacy and how they help CEOs to exert management control.

The paper is positioned within literature that focuses on the importance of the annual report CEO letter and the strategic use of CEO autobiographical vignettes therein. Three autobiographical vignettes included in letters to shareholders signed by E. Hunter Harrison, CEO of Canadian National Railway (2004, 2005 and 2007), are analysed using close reading techniques. This involved the authors separately reading each vignette by slowing down the reading process to aid understanding of the text’s “inner workings”. Several close readings of each vignette were conducted until a consensus was reached between the authors.

Autobiographical vignettes have strong potential to be used strategically, as rhetorical devices, to help CEOs exert management control, facilitate change, shape leader-follower relationships and sustain self-legitimacy.

This paper is the first within the accounting domain to highlight the potential for autobiographical narrative in a CEO’s annual letter to shareholders to convey corporate information (including strategic intent), to construct leader identity and to exert management control.

The aim of this paper is to suggest and demonstrate how anchoring vignettes, as a survey instrument, can be applied to study quality management (QM) across cultures. Cultural differences may create challenges in QM. Quantitative surveys are commonly used to study QM practices but do not consider the cultural bias in the survey results. An important question is how to study QM so that the results are comparable across cultures. Herein, the use of anchoring vignettes is suggested to reduce the problem of cross-cultural incomparability.

This paper focuses on developing and testing vignettes for studying QM. Based on previous survey studies, two vignettes for each QM dimension are developed. The vignettes are then tested with two pilot tests on the web-based survey platform.

The paper provides a concrete example of how a survey using anchoring vignettes could be designed and used to deal with cultural bias in QM survey Based on hypothetical examples from Swedish and Indian cultures, the results from pilot studies evaluating vignettes are promising and show the applicability of the proposed method. Anchoring vignettes may help to provide more accurate survey results and thereby contribute to understanding of cross-cultural differences in QM practices. One of the challenges is the design of vignettes, which requires high precision and several tests to make the method work.

The paper discusses the potential of using anchoring vignettes to study QM practices across cultures. This may contribute to better understanding of QM practices in an international context, and thereby help improve QM practices in multinational organisations.

The aim of this paper is to gauge the ethical views of male and female final year Accounting students in South Africa and to compare the results with similar studies performed in Australia and Ireland. The study also discusses the desirability of including an ethics course in the Accounting curriculum as a strategy to improve the ethical standing of the accounting profession. The most important self‐reported factor that influenced students’ ethical behaviour was the fear of getting caught. It was recommended that professional accountancy bodies should be more transparent in respect of their disciplinary procedures in order to discourage unethical behaviour. Ethics training initiatives should also address whistleblowing, and whistleblowing should be encouraged. Furthermore, universities should integrate ethics more fully into all courses in the Accounting curriculum of prospective professional accountants.

This exploratory survey aimed to investigate and to explore, using the vignette methodology, community perceptions of mental disorder in a rural area in Greece. The influence of the nature of the problematic behaviour depicted in the vignettes, the gender of the vignette actor and the demographic characteristics of respondents were also examined.A series of vignettes in combination with an open‐ended response format were used. Fifty face‐to‐face interviews were carried out with residents in a rural community area in Crete. A thematic analysis was employed.It was found that the type of symptomatology influenced respondents' reactions. Social environmental factors, childhood experiences and personality characteristics were more likely to be offered as ætiological factors for depression, anxiety and schizophrenia with negative symptoms. In contrast, the positive symptoms of schizophrenia and paranoia were more likely to be attributed to biological factors. The respondents expressed a remarkably reserved attitude towards psychiatrists and use of psychotropic drugs. Psychological assistance and social support were more likely to be recommended as treatment methods. The gender of the vignette actor influenced respondents' reactions in relation to schizophrenia with positive symptoms and schizophrenia with negative symptoms. Respondents' gender and age were found to have no influence.Vignette methodology was proved to be a valuable tool to demonstrate the complexity of lay perceptions concerning mental disorder. Respondents clearly expressed a need for mental health education indicating future implications for interventions in this area.

Recent studies have introduced new productive theoretical orientations to the vignette studies. There is not, however, sufficient analytical discussion on how the vignettes can be used in qualitative interviews for different functions. The paper aims to discuss this issue.

Whatever theoretical framing the researcher decides to apply in qualitative interviews using vignettes, the paper proposes that it is always important to consider in what way the chosen vignettes refer to the object under examination, whether they represent it as clues (metonyms, symptoms, enigmatic traces), as microcosms (icons, metaphors, totems, ideal types, homologies) or as provokers (anomalies, taboos, controversies).

When vignettes are used as clues in interviews, they can be introduced as puzzling traces, tracks or indexes which together with the interview questions carry out the interviewees to metonymic reasoning. When vignettes are used in interviews as microcosms, the interview questions are built so that they encourage the interviewees to consider the vignettes as icons that mimic reality or realities, their actors, situations, acts, events and processes. And when vignettes are used as provokers, they are selected and produced so that they challenge the forms, boundaries, meanings and habits of the well-known and plausible realities of the interviewees.

The paper demonstrates with examples how vignettes function in the interviews as clues, microcosms or provokers and shows why it is important to pay attention to this.

This study aims to examine peer perceptions of a parent dining in a fast-food restaurant with their child.

A vignette approach was used to explore consumer assumptions and normative data using a four-country online survey of parents, with 1,200 respondents (300 from each of Australia, Canada, the UK and the USA). The study included qualitative and quantitative thematic analyses of the responses.

Family dining in fast-food restaurants was most often associated with an opportunity for family time together (25%), a treat (25%) and an unhealthy food decision (19%). For some, this is a normal meal that should not be judged (11%), for others, this is merely a meal of easy convenience (9%). Fathers, when depicted as the parent in the vignette, were more likely to be praised for spending time with their children, while mothers were more likely to be critiqued for making poor nutritional choices. Respondents from the USA viewed fast-food family dining more favourably than respondents from Australia, Canada or the UK.

Despite rising obesity in these four countries, only 19% of respondents focused on the unhealthy element of the food choice, suggesting that perhaps this element is not on the forefront of consumer decision considerations.

This paper confirms parental peer perception differences, based on gender and country, regarding opinions on a child dining with a parent in a fast-food restaurant.

This paper aims to explore the key factors which influence whistleblowing intentions of teachers working with higher education institutions (HEIs) in India. Both internal and external whistleblowing intentions of the HEI teachers are studied by examining their relative intentions to report a potential wrongdoing to the authorities within the management of the institution and to the external statutory bodies. The reporting intentions of the HEI teachers are measured through the use of three vignettes related to academic frauds. Whistleblowing intentions are proposed to be determined by the individual, organizational and situational factors.

Survey method of descriptive research design has been used to obtain the primary data regarding the individual, organizational and situational variables deemed to influence HEI teachers’ internal and external whistleblowing intentions. A self-administered structured questionnaire is used as survey instrument for primary data collection. The respondents’ internal and external whistleblowing intentions are measured through the use of three vignettes related to academic frauds. Non-parametric tests such as Mann–Whitney U test, Kruskal–Wallis test and Spearman correlations have been used to test the research hypotheses.

The study has found that the HEI teachers are more likely to blow the whistle internally if there is a proper communication channel in their organization for reporting wrongdoings. However, they do not hesitate to blow the whistle externally in the absence of internal reporting channel, especially in those cases of wrongdoings where they perceive the cost of reporting to be high. The high status of the wrongdoer and high costs of reporting discourage the teachers to blow the whistle internally. However, if the wrongdoer holds a very powerful position in the organization, then the teachers prefer to report his wrongdoing to external agencies as they are afraid of the likely negative repercussions of reporting against him internally. In case of serious wrongdoings, the teachers intend to blow the whistle within the organization rather than going to external agencies probably because they do not want to spoil the image of their organization in the external world.

The first limitation is that because of the unavailability of pre-tested vignettes in the context of academic frauds, the study has used three vignettes which have been developed on the basis of few case studies. Second, the results showed the existence of social desirability bias across all the three vignettes. Also, the study has been conducted among teaching professionals; therefore, the findings cannot be generalized to the professionals of other sectors.

The findings of the study may bring awareness to the board of management of HEIs, regarding the importance of whistleblowing in their educational institutions. They should encourage the teachers working with their institutions to report the wrongdoings internally as external reporting may cause damage to their institute’s reputation. Proper reporting mechanisms should be designed and shared with the employees as a part of institutional culture.

The Whistle Blowers Protection Act passed by the Parliament of India in 2011 should be amended to include the private sector employees, especially the teachers working in higher education sector. This will encourage the HEI teachers to report the academic frauds fearlessly which will put a serious check on the growing number of frauds and wrongdoings in the education sector.

Previous research studies have discussed the factors influencing whistleblowing intentions in the context of various non-academic organizations. However, existing research has not adequately provided a better understanding of the influencing factors of whistleblowing intentions in higher education sector. The present paper addresses this gap by empirically examining the key factors which influence HEI teachers’ intentions of blowing the whistle and reporting the wrongdoings occurring in their institutions, in Indian context. An attempt has been made to identify the influencing factors of both internal and external whistleblowing intentions by using three different vignettes related with academic frauds.

Customers from different cultures might have different expectations and perceptions of quality, leading to different levels of satisfaction. Together with the construct and measurement equivalence issues of cross-cultural surveys, this raises the question of the comparability of customer satisfaction measurements across countries. The purpose of this study is to evaluate the survey method of anchoring vignettes as a tool for improving the comparability of customer satisfaction measurements across countries and to shed some light on cultural influences on customer satisfaction measurements.

Based on the models of American Customer Satisfaction Index and European Performance Satisfaction Index, the authors designed and conducted a survey using the method of anchoring vignettes to measure and compare customer satisfaction with mobile phone services in four countries – Costa Rica, Poland, Sweden and Thailand. The survey was carried out with young adults aged 20–30 years, who were mostly university students.

This study demonstrates how anchoring vignettes can be used to mitigate cultural bias in customer satisfaction surveys and to improve both construct and measurement equivalence of the questionnaire. The results show that different conclusions on cross-cultural benchmarking of customer satisfaction would be drawn when using a traditional survey compared to the anchoring vignettes method.

This paper evaluates the survey method of anchoring vignettes as a potential quantitative research method for studying customer satisfaction across countries. The results also contribute to customer satisfaction research as these shed some light onto how culture influences customer satisfaction measurements. The practical implication for firms and managers is that allocating resources among different countries based on traditional customer satisfaction surveys may be misleading.

The purpose of this paper is to describe a methodology based on vignettes and its application to measure the consistency of railway delay attribution, in order to report on experiences of using the methodology in this context.

A survey is used to ask personnel performing delay attribution about how they would report the delays described in the vignettes of the survey. The development, application and analysis of the survey are thoroughly described here.

The methodology proved useful for measuring the consistency of delay attribution.

The methodology also supports a further investigation of the accuracy of delay attribution systems.

A survey similar to the one presented here can be used by railways to estimate the accuracy of their delay attribution systems, as well as to continuously improve them. Changes to computer software and training will improve the delay attribution system under study.

By investigating current delay attribution practices using surveys based on vignettes, drawbacks of the current delay attribution system can be identified and remedied. The methodology is applicable to a wide class of deviation attribution applications.

This article seeks to provide a fresh perspective on the methodological approach to studying caregiving in a transnational context by analysing, local caregiver’s lifeworld, informal interpreting/translation and professional communication with foreign retirees.

This project explores the complex and multifaceted meanings of everyday objects through diffractive vignettes to illuminate the communicative entanglements that arise between caregivers and foreign retirees receiving care in Thailand. To identify intra-actions in caregiving, we collected data through informal interviews, observations and various artefacts before combining them in a group of potential communicative relationships by creating a narrative summary of situations.

Communicative relationships in the vignettes are multidimensional, with diverse logics underlying choices, rapport formation and communication effectiveness. This premise also illuminates how caregivers perceive and intra-act with their accommodation strategies, considering trust, comfort and comprehension. Our findings were also discussed with the concept of communication accommodation theory.

As an extension of the post-humanist approach to the diffractive reading of vignettes, this study sees its value in studying agent-related informal translation/interpreting and human-to-human relationships.