Consumer identity and marketing implications: Indian urban youth

Youth consumption has been an area of research interest as well as societal concern. Globalization and proliferation of media have been cited as the main reasons for rise in consumption, especially among youth. This paper has examined how the Indian Urban youth represent their Consumer Identities through their narratives. In 1991, India opened up to Globalization and its effect on the youth consumption is now wide spread. Studies in other parts of the world have shown youth to be ‘Raving Hedonists’ and ‘Squanderer’ as well as Rational and Economical Consumers. An empirical approach was taken to establish the typology of Indian Youth Consumers. Empirical data for this research was collected by conducting in‐depth interviews in 2013, covering various states of India, with students in the age group of eighteen to twenty three years, who are financially dependent on their parents. Forty in‐depth interviews, representing thirteen distinct linguistic identities were conducted and analysed. Studies done in other parts of the world such as UK, Finland, Norway and Belgium have established typologies of youth consumers such as Hedonist, Squanderer, Rational and Economical Consumer Identities. While these Consumer Identities exist among Indian Urban Youth, the researchers have identified additional Consumer Identity Typologies of Reluctant, Dependent and Aspirant Consumers. The youth in India is somewhat similar to youth elsewhere and yet has its own distinction as consumers. The fact that India has a very high youth population makes this study significant.     

Avoiding academic irrelevance in the marketing discipline: the promise of the history of marketing thought

ABSTRACT

This paper offers a commentary on Hunt’s ‘Advancing marketing strategy in the marketing discipline and beyond: From promise, to neglect, to prominence, to fragment, (to promise?)’. We focus on three issues: (1) the historical origins of marketing strategy, (2) resource-advantage theory as a general theory of competition and/or a general theory of marketing and (3) the current state and future promise of doctoral training in the history of marketing thought.     

Beyond ‘know-what’ and ‘know-how’ to ‘know-who’: enhancing human capital with social capital in an Australian start-up accelerator

Abstract

This study investigates the enhancement of human capital with social capital in a start-up accelerator and how this integration affects the entrepreneurial learning experience. In particular, it examines the relative importance of the three components ‘know-what’, ‘know-how’ and ‘know-who’. The study involved thematic analysis of semi-structured interviews with participants in an Australian start-up accelerator that is delivered using ideas such as Design Thinking, the Business Model Canvas and Lean Start-up methodology. We find that although the programme emphasised ‘know-what’ and ‘know-how’, ‘know-who’ was most significant for participant learning. The results indicate that mentors and experts were especially helpful in shaping learning and in developing entrepreneurial networks. Moreover, our results show that the processes of ‘know-what’, ‘know-how’ and ‘know-who’ are interrelated – by knowing ‘who’, participants learnt ‘what’ and ‘how to’ through social learning. The research contributes to entrepreneurial learning theory and application particularly in the Asia Pacific context, by providing evidence that ‘know-who’ closes the learning loop for ‘know-what’ and ‘know-how’ as ‘know-who’ can actually provide entrepreneurs with the means to enhance their entrepreneurial self-efficacy.     

The impact of recent mental health changes on employment: new evidence from longitudinal data

This study uses longitudinal data and four different measures of mental health to tease out the impact of psychiatric disorder onsets and recoveries on employment outcomes. Results suggest that developing a mental health problem leads to a significant increase in the probability of transitioning to non-employment, while a recovery increases the probability of return to work among the not employed with a mental health problem. No consistent effect was found on hours worked and earnings. Research and policy attention is needed with respect to early interventions such as job retention programmes to help workers with mental health problems remain employed as well as interventions that may lead to recovery and return to work. More research is needed especially with data and models that can differentiate between the effects of mental health onsets and recoveries on employment exit and return to work transitions.     

Disability and earnings: Are employer characteristics important?

We use matched employee–employer data from Britain to assess the influence of disability-specific workplace policies and practices on the earnings of disabled workers. The presence of equal opportunities policies increases the relative wages of disabled workers, but this is partially offset by the negative influence of workplace accommodations.     

Art works in international trade theory

Competitive International Trade Theory has frequently been criticized for its intensive use of diagrams (as opposed to more formal mathematics, such as calculus and algebra), prompted by its typical use of small dimensional models. This paper selects ten diagrams useful in capturing the essence of important trade theory and illustrating their usefulness even in higher-dimensional cases.     

Developing pandemic communication strategies: Preparation without panic

Communication in the media regarding a potential avian influenza epidemic can serve to accurately and effectively inform the public OR misinform and contribute to unnecessary public panic and subsequent undesirable responses. Governments have time to develop communication strategies and specific messages that can effectively convey desired information at different stages of the anticipated pandemic. Effective social marketing incorporates the concepts of formative research, audience segmentation, and consumer focus. Based on the findings from earlier research on public awareness and understanding of bird flu, the collaborators of the project developed evidence-based advertising messages for two primary time-points in pandemic preparation and tested in a series of focus groups; modified them based on the findings; and then re-tested the final campaign. These findings provide important recommendations for the development of future social marketing campaigns in the event of pandemics or other public health crises.     

Our fans in the north: the demand for British Rugby League

This paper reports the results of estimating a single equation model of an attendance function for British Rugby League over the seasons 1982/83 to 1990/91. The data are panel data covering virtually every team which played in the two division league over the nine year time period. Diagnostic tests indicate that the appropriate model is a semilog random effects model, where the dependent variable is league attendance weighted by population. The major results are as follows: there are significant positive relationships between league attendance and various measures of team success (although the direction of causality is moot), team quality (as proxied by the two divisions) and the economic quality of team location (as proxied by the unemployment rate); but there is no discernible relationship between league attendance and either success in nonleague trophy competitions or measures of exceptional player quality.     

Engineering and technology students’ perceptions of courses

As cultural, social, political and economic changes take place, the secondary or high school curriculum should reflect and respond to changing needs and aspirations of students. Technology Education has been proactive in this arena as it has transformed over the decades to meet ever-changing societal needs. The most recent change to the discipline has been to add engineering and, as a result, adopting a new name and curriculum-Engineering and Technology Education. The added component and name change in Technology Education is causing discussions about what the new direction means, what professional preparation changes will be incurred, and what work graduating students will be prepared to do. In light of these changes, this study investigated perceptions of high school students in the United States of America about engineering and technology courses they take. To investigate whether students’ perceptions are in accord with current changes in Engineering and Technology Education, 316 students enrolled in engineering and technology courses in Georgia schools that have an affiliation with the Georgia Engineering and Technology Education Association (GETEA) were surveyed. According to data analyses, students’ perceptions can be divided into two factors. Educational Value of Course (factor 1) was extracted from statements measuring the degree to which the courses prepare students for employment and provide them with information regarding future employment. Personal Relevance of Course (factor 2) was derived from statements measuring students’ perceptions about links between engineering and technology education and their personal lives. Such findings suggest these students valued their engineering and technology courses, planned to continue their education, made good grades, and had varied types of career expectations for jobs such as design engineers and architects.