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In May 2012, nine men from the Rochdale area of Manchester were found guilty of sexually exploiting a number of underage girls. Reporting on the trial, the media focussed on the fact that eight of the nine men were of Pakistani origin, while the girls were all white. It also framed similar cases in Preston, Rotherham, Derby, Shropshire, Oxford, Telford and Middlesbrough as ethnically motivated, thus creating a moral panic centred on South Asian grooming gangs preying on white girls. Despite the lack of evidence that the abuse perpetrated by some Asian men is distinct from male violence against women generally, the media focus on the grooming gang cases has constructed a narrative in which South Asian men pose a unique sexual threat to white girls. This process of ‘othering’ South Asian men in terms of abusive behaviour masks the fact that in the United Kingdom, the majority of sexual and physical abuse is perpetrated by white men; it simultaneously marginalises the sexual and domestic violence experienced by black and minority ethnic women. Indeed, the sexual abuse of South Asian women and girls is invisibilised within this binary discourse, despite growing concerns and evidence that the men who groomed the young girls in the aforementioned cases had also perpetrated domestic and sexual violence in their homes against their wives/partners. Through discourse analysis of newspaper coverage of these cases for the period 2012‒2018, this paper examines the British media's portrayal of South Asian men – particularly Pakistani men – in relation to child-grooming offences and explores the conditions under which ‘South Asian men’ have been constructed as ‘folk devils’. It also highlights the comparatively limited newspaper coverage of the abuse experiences and perspectives of Asian women and girls from the same communities to emphasise that violence against women and girls remains an ongoing problem across the nation.

This study aims to offer insights into the embodied concerns that underpin men’s personal grooming practices through which they experience their body as the “existential ground of culture and self” and manage their everyday bodily presentation.

This study analyses 16 interviews with male consumers of age between 20 and 76. The interpretative analysis is informed by both Merleau-Ponty’s concept of the body-subject and the sociology of the body as discursively constituted.

This study proposes four bodily identity positions that link individual personal grooming practices to specific embodied concerns. These bodily identity positions underline the different ways the male body is called upon to carve out a meaningful existence.

The research findings are not intended to generalise or to be exhaustive. Rather, it is hoped that they may stimulate readers to think more deeply about the role of the body in aiding male consumers to seek maximum grip on their life-world.

The study findings provide marketers with rich narratives for brand positioning and image development beyond the traditional sexual and/or alpha male-themed marketing and advertising. They also offer preliminary insights for mental health practitioners into how the male body shapes men’s identity development and experiences of well-being.

The study identifies the different ways personal grooming can become assimilated into an individual’s system of beliefs and practices. It also offers empirical support for a definition of the body as active and acted upon, especially with respect to male grooming.

Explores men’s increasing use of grooming products by considering the link between the construction of the male concept under postmodern conditions and the consumption of toiletries. Applies an interpretist research approach, incorporating phenomenological interviewing and emic as well as interpretative group techniques to data analysis. Suggests that men consume male grooming products to alter their body and body image and proposes that through changing this image, the respondents aimed either to create or to alter their “self‐identity”. Also suggests that the respondents consume male grooming products not simply for the tangible benefits they provide but also for the meanings conveyed by consuming them. Concludes that image creation, concerns about enhancing one’s attractiveness, reducing the ageing process and the maintenance of health are factors combined with the pleasure of using grooming products which fuel the current market growth.

The purpose of this paper is to investigate how dimensions of body image relate to product involvement among gay men.

A survey consisting of body image and product involvement measures was administered to 147 self-identified gay men. Multiple regression was used to examine the relations of the significant body image variables to each of the consumer behavior outcomes in separate analyses.

The more the men were behaviorally invested in their appearance predicted a higher frequency of shopping each month for apparel and grooming-related products. The stronger the men’s psychological drive to have a lean body and the more they focused on their appearance and invested in their looks, the more likely they were to view apparel as important to them. The more psychologically and behaviorally involved the gay men reported being with their appearance, the more importance they gave to grooming-related products.

The sample was drawn primarily from a college population, limiting findings to this age cohort.

The findings of the current research demonstrate the importance of appearance management products to the gay market, where commodities are often used to enhance or maintain a perceived self-image. Retailers can use this information to establish appropriate service options and effective marketing initiatives.

This study replicated others that have investigated gay men’s involvement in consumer products. However, the current study looked at the relationship between involvement and body image.

The author looks at how advertising aimed at cisgender men has shifted over the last two decades, moving from standard representations of hegemonic forms of masculinity to the adoption of the language and style of “postfeminist authenticity.” Drawing on a range of insights from across the social sciences and using the examples of three popular grooming products, Axe, Gillette, and Dollar Shave Club, the author critically examines the manner in which these new campaigns emphasize individual self-improvement and consumption choices as a means to solving the problems generated “by traditional, supposedly inauthentic, expressions of masculinity.”

Formal structured leadership training is increasingly incorporated as a regular fixture in developed nations to produce competent leaders to ensure the provision of quality patient care. However, most low- and middle-income countries (LMICs) rely on one-off external training opportunities for selected individuals as they lack the necessary resources to implement long-term training for a wider pool of potential health care leaders. This case study shares the establishment process of the Talent Grooming Programme for technical health care professionals (TGP), a three-year in-house leadership training programme specially targeted at potential health care leaders in Malaysia.

This case study aims to share a comprehensive overview of the ideation, conceptualisation and implementation of TGP. The authors also outlined its impact from the individual and organisational perspectives, besides highlighting the lessons learned and recommendations for the way forward.

TGP set out to deliver experiential learning focusing on formal training, workplace experiences, practical reflection and mentoring by supervisors and other esteemed leaders to fulfil the five competency domains of leadership, organisational governance, communication and relationship, professional values and personal values. The successes and challenges in TGP programme delivery, post-training assessment, outcome evaluation and programme sustainability were outlined.

The authors’ experience in setting up TGP provided valuable learning points for other leadership development programme providers. As for any development programme, a continuous evaluation is vital to ensure its relevance and sustainability.

Certain aspects of TGP establishment can be referenced and modified to adapt to country-specific settings for others to develop similar leadership programme, especially those in LMICs.

• The students will be able to compare various perspectives and concepts of strategic alliance as a tool of corporate expansion.

• The students will be able to identify the trade-offs between financial and non-financial gains and losses for corporate expansion.

• The students will be able to identify strategic partnership as a better alternative in comparison to acquisition and vice versa according to the different situations being faced by the companies.

• The students will be able to identify different approaches for brand building.

Shah and Valani, owners of Zed Lifestyle Pvt Ltd which owned Beardo, had to decide whether they should accept the offer of a strategic partnership with Marico Industries, a fast-moving consumer goods company (FMCG) in the global beauty and wellness space. Marico nurtured leading brands across categories of hair care, skin care, edible oils, healthy foods, hygiene, male grooming and fabric care. The decision was not easy as Marico was a leader in the FMCG segment in India and had a strong brand presence in both online and offline distribution channels. Beardo, on the other hand, had its presence marked mostly on the online channel with a hundred offline salon outlets. Partnering with Marico would ensure access to the massive distribution channel owned by Marico but, on the other hand, would lead to possible loss of independence and an early exit from their business. They were not prepared to let go of their ownership as there was no clarity on what would happen if the projected growth figures were not met. There were many other questions too that crossed their minds which had to be answered before they decided on a yes or a no.

The case highlighted the decision dilemma faced by the brand owners, the market scenario, competitive landscape and the situational facts so as to help the students critically analyse the decision situation and develop decision-making competencies by evaluating the possible course of actions and their possible outcomes.

Corporate-level strategies.

Teaching notes are available for educators only.

CSS 11: Strategy.

This paper aims to systematically review male cosmetics consumption (CC) literature and, given the dearth of research about the topic, especially on Western emerging country contexts, to shed light on the paradoxical behaviour concerning male grooming by empirically assessing the impact of some psychological and demographic antecedents of consumption.

Six hypotheses derived from a systematic review of the literature were tested through structured equation modelling (SEM), based on data of 476 Brazilian men.

The results empirically sustain the positive influence of vanity and masculinity in grooming product consumption, with partial mediation of vanity between masculinity and consumption. Counterintuitively, it also confirms the negative influence of income. Age and marital status are not statistically relevant.

Practitioners should invest in marketing actions focusing on low-income men, who showed genuine interest in grooming products, promoting them as powerful tools to improve appearance and social recognition. Additionally, educational and wellness-related campaigns could be effective.

Beyond profitability, economic growth and men’s well-being, the results might affect the whole society through male cosmetics' contribution to blending gender paradigms.

This study focuses on an economically relevant segment that defies the status quo. It is the first to systematically demonstrate the state of the art of male CC knowledge and to illuminate the role of psychological and demographic variables in influencing CC, enriching the literature on appearance, gender and consumption.

The purpose of this paper is to examine the applicability of the consumer‐brand typology developed by Fournier to a segment of heterosexual male shoppers of fashion and grooming products.

In‐depth interviews, collage constructions, and shopping trip observations are the three methods of inquiry in this research.

A total of 13 of the 15 brand relationships detailed by Fournier are affirmed. Three new relationships emerge in the data demonstrating the fluidity of the typology across market segments and sociocultural contexts.

The research findings provide implications for other consumption contexts which aid in identity construction. In addition, some of the new relationships that emerge from the text may be prevalent among other segments of men, and/or women.

Managers must be cognizant of the variety of brand relationships that men form with regard to fashion and grooming in order to effectively appeal to this growing market. The new relationships identified exhibit the goal‐driven nature of men's engagement with brands. The prevalence of secretive and adversarial relationships also demonstrates that marketers and retailers must be mindful of men's boundaries of consumption.

Fournier highlights the importance of context to brand relationships. However, little research has investigated the relevance of the original typology across contexts and across segments. This research explores a particular sociocultural consumption context and discovers new relationship forms not previously identified among a segment of male shoppers.

The purpose of this paper is to present a new core hypothesis on laughter. It has been built by putting together ideas from several disciplines: neurodynamics, evolutionary neurobiology, social networks, and communication studies. The hypothesis focusses on the social nature of laughter and contributes to ascertain its evolutionary origins in connection with the cognitive and social-emotional functions it performs.

An in-depth examination of laughter in the social communication context and along the life cycle of the individual is performed. This instinctive behaviour that appears as a “virtual”, non-physical form of “grooming” would serve as a bond-making instrument in human groups. Further, the neurodynamic events underlying laughter production – and particularly the form of the neural entropy gradients – are congruent with a sentic hypothesis about the different emotional contents of laughter and their specific effects on bonding dynamics.

The new behavioural and neurodynamic tenets introduced about this unusual sound feature of our species justify the ubiquitous presence it has in social interactions at large and along the life cycle of the individual. Laughter, far from being a curious evolutionary relic or a rather inconsequential innate behaviour, should be considered as a highly efficient tool for inter-individual problem solving and for maintenance of social bonds.

Laughter, the authors would conclude, has been evolutionarily kept and augmented as an optimized tool for unconscious cognitive-emotional problem solving, and at the same time as a useful way to preserve the essential fabric of social bonds in close-knit groups and within human societies at large.