Intergenerational appeal in advertising: impacts of brand–gender extension and brand history

An intergenerational (IG) appeal in an advertising campaign usually presents a nostalgic image with family portraits, emphasizing the traditions that have been passed on from generation to generation or harkening back to the ‘good old days’ between father and son, or mother and daughter. The IG appeal can effectively enhance a brand's image and induce that all-important consumer purchase. This paper takes gender differences (father/son or mother/daughter) into consideration while examining two moderators related to branding: (in)congruent brand–gender extension and brand history. Results indicate that a well-established brand history enhances the effects of the IG appeal. In addition, a congruent brand–gender extension increases the effects of the IG appeal. More interestingly, IG appeals can be effective in presenting a less established brand which has an incongruent brand–gender extension.     

From ‘just a swimmer’ to a ‘swimming mother’: women’s embodied experiences of recreational aquatic activity with pre-school children

Increased academic attention on the gendering of leisure pastimes in recent years has highlighted the centrality of the gendered body in influencing how leisure is accessed, experienced and transformed. To date, however, little attention has been paid to how women experience aquatic leisure activity, the second most popular form of leisure activity in the UK, and where female participation predominates. This paper presents results from research investigating the aquatic leisure experiences of 22 women, with children aged under 3, in the North-East of England. A number of key themes emerged from the data, which highlighted the centrality of the gendered, lived body as a key social construct contouring participant perceptions in the swimming pool environment. Women reflected upon their self-perceived physical deficiencies when wearing revealing swimming costumes, particularly under the critical gaze of ‘other’ bodies, whether present or imagined. The co-presence of other bodies was also central in shaping lived experiences, and the presence of ‘dependent’ children’s bodies shifted bodily intentionality away from the self towards perceived maternal responsibilities and the management of perceived risks, including ‘dirt’ and ‘germs’ and the negotiation of the tacit rules of the swimming pool. Results also suggest that the emphasis on maternal responsibility in aquatic leisure activity and timing of parent-toddler sessions could lead to reproduction of gender inequalities and the exclusion of some fathers from participation.     

FEMALE ENTREPRENEURSHIP IN EARLY ISLAM

The absence of female leaders in business and public life is conspicuous in Islamic societies. One explanation may be that Islam imposes legal and social inequality on men and women. However, a comparison of female entrepreneurship in pre‐Islamic society and in Mohammed's era shows that women occupied leadership roles before and after the establishment of Islam. Mohammed's wives were commercially astute, and Mohammed and his contemporaries respected the rights of women to make decisions regarding finances, matrimony and religious affiliation. The right of women to assume public leadership roles is compatible with Islam.     

以迪斯尼为案例浅谈全球化趋势下的跨文化营销

在国际营销活动中,文化环境是极其重要而又极易被忽略的一个因素,文化差异往往成为企业跨国经营的无形壁垒。那么在国际营销过程中,文化差异问题该如何解决?本人个人认为,主动调整营销战略,积极融入当地市场是最好的解决方法。本文从文化差异的角度着手,以迪斯尼乐园为案例,通过对其在跨文化经营中的成功和失败的案例进行分析,阐述了跨文化运营中存在的问题,并提出了一些相关建议。     

国际贸易与文化制度差异的理论模型分析

国家间文化制度差异可以成为专业化分工和比较优势产生的原因之一,且这种差异并不会随着贸易的开展而消除,贸易不能促成国家间文化制度的融合,其巩固国家间文化制度差异,即使存在替代性文化制度均衡且向这种均衡的转变是帕累托改进的;向优等文化制度转变可能发生分配影响,在可能性条件下,雇员在封闭条件下可以通过转变获得福利提升,而雇主则相反.     

Gender Differences in Time-Poverty in Rural Mozambique

Based on time-use data from a 2013 primary household survey, this study examines the nature and extent of time-poverty experienced by men and women in peasant households in Mozambique. The main findings indicate that while women's labor allocation to economic activities is comparable to that of men, household chores and care work are almost entirely women's responsibility. The heavy burden of responsibilities leave women significantly time-poorer compared to men. Women's time-poverty worsens when the burden of simultaneous care work is taken into account. In addition, due to multitasking, the work tends to be more taxing. The examination of determinants of time-poverty shows that common measures of individual economic power, such as assets and education, do not necessarily affect the time-poverty faced by women.     

我国城乡收入差距的地区类型分析

改革开放以来,我国各地区的城乡收入差距均表现为扩大趋势,但由于各地区城乡发展条件的差异,各地区的城乡收入差距及其变化也表现为不同的类型。本文通过将反映各地区收入水平、工业化和城市化水平的变量进行聚类分析,将我国各地区的城乡收入差距划分为城乡高度协调型、城乡中度协调型、城乡低度协调型、城乡低度扭曲型、城乡中度扭曲型和城乡高度扭曲型共六种类型。各地区在1985-2006年期间,城乡收入差距的类型也并不是全部保持不变的,表现为有的地区城乡扭曲程度加剧,有的地区缓解,有的地区时而扭曲加剧、时而扭曲缓解,从而衍生为十种变化类型。这为我国中央和地方政府不是采取＂一刀切＂的政策措施,而是依据不同的城乡收入差距地区类型,有所侧重的治理城乡收入差距提供了参考依据。     

企业的文化风险及对策研究

企业的文化风险不仅是理论界的重要研究对象,同时也是企业在跨国经营中必须面对的实际问题。跨国经营中的文化风险具体表现为沟通风险、种族优越风险、管理风险和商务惯例与禁忌风险等几种形式。文化风险的产生源自于不同文化之间的差异其对企业提供的产品与服务、对市场的选择、市场进入方式、协调管理原则以及国际营销策略都有重要的影响。企业在跨国经营中首先要正确认识文化风险,制定文化风险管理战略,选择适当的风险控制工具,加强跨文化管理,开展跨文化培训,并适当地实行本土化经营。     

New development: Gender (responsive) budgeting—a reflection on critical issues and future challenges

Gender budgeting needs to become institutionalized more strongly in our societies and public policies. The article suggests some of the possible challenges to be taken into consideration to make it ‘work’, including availability of technical capacities and data, securing support in the political agenda, involving stakeholders, balancing spontaneity and standardization, and considering wider sources of inequality.