Search results

Purpose – This chapter critically engages with a positively oriented emotional reflexivity with the aim of improving inclusivity in bereavement research.

Methodology/Approach – The heartfelt positivity methodology intentionally creates positivity through the everyday practices of academic research. In this chapter, emotional reflexivity is guided by the heartfelt positivity methodology to identify and learn from collaborators’ emotions. It focuses on collaborators whose involvement in the academic community falls beyond that of the immediate research team at different stages of bereavement research.

Findings – The emotions of collaborators involved in bereavement research have been overlooked, yet their inclusion reveals a significant potential for the sanctioning of bereaved mothers’ potential participation in bereavement-focused research or breastmilk donation programmes. Key learnings that may be applied to conducting future bereavement research are (i) the potential for collaborators to also be bereaved parents (ii) the continued need to strive for the inclusion of bereaved parents in research and (iii) to extend the methodological principle of emotional reflexivity to include research collaborators when researching emotionally sensitive topics.

Originality/Value – This chapter argues that bereaved mothers’ knowledge and practices of thriving in hard times can either be fostered or derailed at different stages of the research cycle depending on which narratives frame human suffering. For researchers and collaborators, emotional reflexivity is crucial to inclusive research practices and knowledge translation.

The burgeoning practice of peer-to-peer breastmilk sharing in the United States conflicts with public health concerns about the safety of the milk. In-depth interviews with 58 breastmilk sharers highlight the ways in which these respondents counter widespread risk narratives. These caregivers deploy existing social values such as self-reliance, good citizenship, and “crunchy,” or natural, mothering to validate their milk-sharing practices. However, because of stratified reproduction, in which society encourages White motherhood while it disparages motherhood among poor women and women of color, these discourses are more accessible to milk sharers who are White and from middle-class. Black and Latinx milk donors and recipients offer additional rationale for milk sharing that includes reclaiming their legacies as worthy mothers and elevating milk sharing to justice work. In rejecting and reframing risk, all of these milk sharers work toward flattening the good mother/bad mother binary.

An emerging market in human milk exists for both nutritional and biomedical research purposes. This commercialisation of human milk, however, raises issues about the exploitation and violence against women.

This paper explores the framing of the issues as one of human rights, and whether the shifting of gender issues away from gender-specific spaces in legal and ethical debates, makes their ethical consideration and the tangible consequences from these considerations, into a potential further sources of exploitation and other forms of violence against women.

The authors find the commoditisation of human milk as a nutritional product deprives women from the centrality of their roles and, therefore, from the upholding of women rights and the adequate prevention of violence against women. They identify an emerging space where trafficking in women and girls can occur for their milk as part of a broader set of practices of reproductive exploitation. They also identify that existing legal, ethical and research discussions often frame labour or organ trafficking as the appropriate framework but find this inadequate to address the inherently gendered aspect of reproductive exploitation. The current response makes trafficking in women for their milk a potential practice while concealing the structural inequalities that underpin women’s experiences as the buyers and sellers of human milk.

The regulation of human milk sale should therefore move from a public health paradigm focused on safety to one of health and women’s rights, whereas human trafficking laws around the world should explicitly address reproductive exploitation.

Emerging forms of exploitation, such as human milk sale remain underdiscussed alongside other more prominent forms of reproductive exploitation, such as surrogacy. The authors call for explicit consideration of the emerging trade as its burdens fall exclusively on women and existing frameworks for addressing exploitation often overlook these emerging practices and the structural inequalities faced by women that drive these trades.

There is a dominance of cognitive models used by marketers when studying social phenomena, which denies the complexity of the behavior under investigation. Complex social behaviors are typically emotionally charged and require a different perspective. The purpose of this research is to challenge the planned behavior approach and reframe marketers’ perspectives on how to study complex social phenomenon such as breastfeeding.

An online survey of 1,275 American and Australian women was undertaken to test the Model of Goal Behavior in a breastfeeding context. Structural equation modeling and multi-group analysis of novice (first-time mothers) and experienced mothers is used to test the hypotheses.

The findings demonstrate emotion and experience matter when understanding a complex social behavior such as breastfeeding. The emotional variables in the model had significant relationships, while the cognitive variables of instrumental and affective attitude did not. As women progress through their customer journey (from novice to experienced), the behavioral drivers change.

This research demonstrates an emotion, and experience-focused approach should guide the design of social marketing interventions aimed at changing complex social behaviors.

This research presents empirical evidence to challenge the pervasive use of planned behavior models and theories in marketing. Importantly, in social behavior models, emotion rather than attitudes have a larger role in determining intentions and behaviors.

Primary and secondary data.

This case is set in the year 1987 when many parts in India were milk deficient. Seasonal and cyclical shortages were more of a norm. There were however early signals that the cooperative dairying model across the country was gaining momentum and the milk production in the country was poised for a sharp upswing.

Masuum baby food is a winning brand in Shalanda Milk Foods portfolio with a top-line revenue of Rs 300m per annum, contributing to 60% of the firm’s revenue and registering a healthy 14% annual growth.

The brand was used as an additive for tea and coffee, a purpose for which it was not intended, apart from it being used as a baby food, which of course was the intended purpose.

The World Health Organisation had proposed a code which among other things proscribed brand advertisement and promotion of baby food with a view to promote mother’s milk for infants.

Though the brand sales seemed to continue to grow, thanks to demand operating above supply, there was a realization that the brand could head into an identity crisis and the fact that it cannot speak for itself could be damning.

The protagonist in the case came up with a strategy to launch a new brand with the same composition as Masuum and in a controlled manner transfer volume from Masuum to new brand. Even while appreciating the protagonist’s recommendation, the Managing Director exhorts him to come up with a stronger rationale for launching a new product and review whether it constitutes a comprehensive solution.

This case can be used at the Master’s in business administration level in the Marketing Management course. This case should be scheduled after covering topics on segmentation, targeting, positioning and brand.

This case can also be used to introduce case methodology as it follows the framework of sharply defining a problem, explaining the relationships amongst variables, identifying and evaluating solution choices, and recommending the most effective.