Cultural Differences in Online Community Motivations: Exploring Korean Automobile Online Brand Communities (KAOBCs) and American Automobile Online Brand Communities (AAOBCs)

To gain a better understanding of online brand communities, this study has examined why people joined in online brand communities and whether there were some differences in the motivations of Internet users based on different cultures. Open-ended questions were asked to the community members from both South Korean Automobile Online Brand Communities (KAOBC) and American Automobile Online Brand Communities (AAOBC) in the first stage and then generated and utilized an online survey for the study. The study found that KAOBC members tended to have a stronger social network, business, and communication motivations than AAOBC members. As a primary motivation, information seeking is the strongest motivation for members of both KAOBC and AAOBC. They had a similar level of information motivation.     

Understanding the Level of Marketing Activity in the Leisure Sector

The level of marketing activity in services businesses has been widley debated in the services literature. The article reviews the application of marketing analysis, planning and control activities in one area of the leisure sector: wildlife attractions, zoos and safari parks. The analysis combines a literature review with secondary data collection and semi-structured personal interviews with senior managers at key establishments. The findings highlight the use of recongnised strategic and tactical marketing concepts which are subsequently related to a recognised model of services marketing. The relevance of the services marketing model is seen to vary for different groups of establishments. The terms minimalists, entrepreneurs and planners are used to reflect the level of marketing activity undertaken.     

Pan-European Advertising: Think Europe—Act Local

Changes in Europe resulting from the unification of EC countries and the accessibility of new Eastern European markets have fundamentally altered the trading environment in which advertising agencies operate. As the advertising industry attempts to get to grips with legislative and media changes, agencies are working hard to create alliances and develop networks which encompass markets in which they did not traditionally have a presence. This article draws on a combination of quantitative and qualitative information collected from secondary sources and extended personal interviews with key agency personnel, advertisers and representatives from the UK's Advertising Association and The Advertising Standards Authority. The objective is to show how the advertising industry and agencies are continuing to gear up to meeting the new demands of the Europeanized market.     

Competition,Strategy, Technology and People: The Challenges Facing PR

A recent survey of leading UK PR practitioners has identified a dynamic, swiftly evolving environment for the public relations industry. Heightened competition, wide-ranging new opportunities and threats stemming from the perceived need to internationalize, the desire for more influence in clients' business strategy formulation, training and recruitment dilemmas, ever-changing technology and an increasing requirement to evaluate the worth of PR are only some of the most pressing issues. This article reviews the survey's findings—revealing a complex and swiftly evolving marketplace—before drawing out some of the principal implications. There are interesting parallels with events in advertising.     

Has Advertising Lost Its Meaning? Views of UK and US Millennials

The findings of a study of Millennials in USA and the UK—an increasingly important and digitally savvy segment of consumers—reveal that they see advertising as Companies promoting a product or service to people through media. Their perception is simple and all-encompassing with no evidence that they distinguish between different types of media or different types of communication. Some variation between the views of Millennials in the two countries is also identified, although this is less than expected. The findings contribute to an important and continuing debate among academics and marketing practitioners over how advertising should be defined in today’s multichannel environment. The findings are also compared with other recent definitions of advertising, and their implications are discussed.     

From the Soviet Union to the European Union: Estonian Trade Policy, 1991–2000

This paper examines the political economy of Estonian trade policy in the 1990s. Estonia is a unique case in the world economy, in that the country rapidly implemented unilateral free trade after regaining independence and sustained it right through the 1990s. We analyse the circumstances, interests, ideas and institutions that have shaped Estonian trade policy during the past decade. Our stress is on institutions, particularly the national decision‐making setting for trade policy. Through this prism we try to understand how a free trade regime was implemented and sustained, and what this experience suggests for the feasibility of tree trade elsewhere. We also look at the increasingly ‘multi‐track’ nature of Estonian trade policy through bilateral free trade agreements, WTO accession and, especially, the movement towards EU accession. Although the other trade policy tracks to some extent provide a lockin for unilateral reforms, we argue that EU accession is undermining the simple, classical liberal trade policy regime that existed during the 1990s.     

The future of work and work-life balance 2025

This paper explores the concept of the future of work and identifies some of the challenges that Europe will increasingly face in regards to economic, social and demographic changes. We argue that workers will find themselves in an age of transition driven by new technological opportunities and the feminization of the labor force. The consequences of these changes will affect the organization of future work and the concept of the work-life balance. Special attention is given to the Scandinavian models and cases, as the welfare states of the north are often regarded as being on the forefront concerning the work-life balance. We will demonstrate how aging is affecting Denmark and purport that the Scandinavian model will face significant challenges. We describe the components of work-life balance and present alternative fictionalized scenarios for future work that highlight the interplay between macroeconomics and the work-life balance.     

Integrated assessment of public investment in land-use change to protect environmental assets in Australia

A framework for comprehensive integrated assessment of environmental projects is developed and applied in partnership with a regional environmental body. The framework combines theory with practice, bringing a pragmatic and efficient approach to the rigorous assessment of projects for a large number of environmental assets in the north central region of the state of Victoria, Australia. The approach is codified as the Investment Framework for Environmental Resources (INFFER). The analysis assisted the environmental body to make strong business cases for a number of environmental projects, resulting in funding for those projects. Key features of the study include extensive participation of decision makers and stakeholders, integration of a comprehensive set of information about projects, explicit assessment of uncertainties and information gaps, and analysis of the most appropriate policy mechanism for each project. The process of applying the framework involved four steps: identification of around 300 important environmental assets in the region, filtering the list of assets to remove those that are less likely to provide opportunities for cost-effective public investment, development and detailed assessment of projects for a subset of assets, and negotiation of funding for projects. Implications for land-use policy include that environmental projects vary widely in their cost-effectiveness, requiring careful targeting of funds if environmental benefits are to be maximised. Many existing environmental programs use simplistic analyses to support decision making, resulting in missed opportunities for substantially greater environmental benefits. Promoting adoption of improved analytical methods is very challenging, requiring changes in mind-set and culture in environmental organisations. Widespread adoption is unlikely unless funders create incentives by rewarding those project proponents who undertake rigorous and comprehensive project assessments that focus on achievement of environmental outcomes.