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Social media platforms have matured into significant arenas for moral conflict and often intense confrontation between brands and their consumers. This research aims to scrutinize the strategic development of a fresh brand entity deliberately detached from its morally compromised corporate parent, intended to reshape public perceptions and elude regulatory scrutiny.

Promoted as a center for transformative dialogue and innovation, Mission Winnow by Philip Morris is a novel example of a brand creating an entirely separate brand entity to provide sponsorship, and to associate itself with new brand values. This study employs a multisited netnography through which the posts and conversations on Mission Winnow’s platform and website hub are captured and interpreted, as well as the branded content and the free flows of consumers’ conversations generated around the brand on social media.

Findings reveal a broad interchange of moral controversy, acceptance and opposition discourses on social media. When consumers’ acceptance narratives gain traction, consumers extend their support toward the new brand entity, employing strategies that echo moral rationalization and decoupling. When resistance narratives dominate, consumers consciously draw connections between the decoupled brand and the parent brand’s immoral behavior.

This study expands upon prior research into brand activism and consumers’ moral reasoning toward controversial brands, linking the notion of brand decoupling to brand activism discourse and introducing key underexplored aspects like the power of imagery, linguistic creativity and nostalgia. Moreover, it presents significant implications for a more nuanced understanding of the important interrelationship of brand decoupling and recoupling on social media.

The purpose of this paper is to analyze the introduction of marketing within the advertising function of the Philips company between the late 1950s and the mid-1970s. This company function, along with the organizational changes and integrative efforts it enacted and that it was subjected to, serve as a case study on how marketing as an organizational concept could be implemented within parts of a multinational company in a time of changing market conditions.

This paper is a qualitative historical study of primary sources from the Philips company archive, mainly pertaining to the highest corporate level of Philips’ advertising function. Based on these sources, this research traces the implementation of marketing within that company function. It also investigates the functions’ organizational structure, as well as the measures taken to further integration between the subparts of the companies’ advertising function. Insofar as possible, the impact of marketing on the advertising functions’ relation with other company parts is explored as well. In doing so, this research is situated at the junction of marketing history and historical research on advertising.

Introducing marketing to Philips’ advertising function was a multistep process involving not only the advertisers of the company but also several other departments implicated in marketing. A large focus within the advertising function was put on furthering the integration between the three major components of the function, as well as the integration between different functions (albeit to a lesser extent). While certain measures aiming toward institutionalizing collaborative processes and facilitating integration were successful, the advertisers working in national branches of Philips nonetheless retained a certain degree of independence.

Previously unused sources were examined to contribute to the understanding of how marketing – and more specifically, marketing management – was introduced within a multinational European company. Through its focus on the practical implementation of marketing within a company, this research not only adds to our knowledge about integrative processes specific to Philips, but it also improves our understanding of the historical structures of the advertising function within multinational companies and the organizational changes taking place on a practical level after the introduction of marketing.

This chapter examines the intricate landscape of environmental, social, and governance (ESG) principles, addressing their relationship with politics and evolving moral standards. It presents a critical discourse on the authenticity of corporate intentions versus their actual conduct. Amid the proliferation of corporate social responsibility (CSR) and ESG rhetoric, the reader is challenged to consider whether these are substantive efforts or merely strategic communications to foster a responsible image. This chapter reveals the potential for corporate hypocrisy. It uses tobacco, finance, and fashion industry case studies to show how companies must navigate the fine line between responsibility and manipulation.

We examine the critical point of the “road to hell is paved with good intentions.” Presented cases show how noble values can lead to unexpected barriers or serve as an effective tool to boost corporate hypocrisy. The tobacco industry is a case in point. So-called responsibility serves merely as a fig leaf for legitimizing the industry itself. Talking about responsibility for specific issues in fashion covers the silence about others, such as the deadstock inventory. Financial institutions, such as banks, refuse to lend money to the defense and security industry, as not to stain their ESG ratings, thus hindering the EU defense capabilities. This chapter emphasizes that critical thinking, honesty, and transparency are essential in strategic communication.

The purpose of this paper is to investigate (1) whether the public health expenditure rises as the gross state domestic product (GSDP) increases and (2) whether the infant mortality rate (IMR) reduces as public health expenditure increases.

For this investigation, the author collected a time series of data on public health spending and IMRs for an Indian state and applied regression, stationarity, cointegration and causality tests. The author also compared the relative performance of selected Indian states.

The author found that none of the Indian states did equally well in reducing the infant mortality rate (IMR). As GSDP rises, the public expenditure on health rises, however, this increase in public health expenditures does not cause a reduction in the IMR. The cointegration and causality test results validated it.

The author recommends that policymakers must shift their focus from merely increasing government health expenditure to efficiently utilising allocated funds and removing the administrative bottlenecks. Also, an equitable health financing system that addresses existing disparities in the healthcare delivery system should be ensured.

Researchers and policymakers have debated the role of public health spending in achieving Sustainable Development Goal (SDG) 3 targets. The paper proves that there exists no long-term relationship between public health spending and IMR.

The emergence of social media platforms has revolutionized how brands develop partnerships with social media influencers (SMIs). However, users are seeking more meaningful engagement with SMIs, and little is known about how brands can shift their focus from transient engagements to continued engagement that builds long-term brand–consumer relationships. Extant research has provided inconsistent findings regarding consumer engagement behavior. To address this knowledge deficit, we contribute to the consumer engagement literature by developing and testing a conceptual model that explores and explains the relationships between the factors that influence continued engagement intention (CEI), a form of behavioral intention.

A literature review was conducted to identify gaps and develop a theoretically informed conceptual model and hypotheses. Survey data from 604 Instagram SMI followers were analyzed using partial least squares structural equation modeling using SmartPLS 3.3.3 to assess the structural model relationships and conduct post hoc analysis.

The findings suggest that it is important to positively influence consumer responses to elicit CEI. Furthermore, homophily attitudes toward SMIs moderate the relationship between SMI experience and CEI.

Brands must work with SMIs to create positive SMI experiences and develop CEI. Furthermore, SMIs should focus on brands that fit their lifestyles to enhance homophily attitudes and forge CEI.

This study contributes to the literature by combining social exchange and flow theories to develop and test a holistic framework for examining CEIs regarding SMIs and brands. The findings show that creating positive SMI experiences benefits brands seeking CEI.

Previous studies demonstrate that market-oriented reform has contributed significantly to China's economic growth from the efficiency-based economic view. But some argue that state-owned firms have access to policy information, scarce resources, and government support, and thus state-owned firms might foster innovation. This study tries to find out either market force or state ownership helps improve firms' R&D efficiency.

Using data from China's high-tech industry, we employed the fixed-effect stochastic frontier model and the spatial panel Han-Philips linear dynamic regression model to investigate the relationship between market-oriented reform and the dynamic evolution of R&D efficiency in both temporal and spatial dimensions. Moreover, we examined whether the relationship is affected in a state-owned economy and an industry protection environment.

The results indicate the following: (1) the R&D efficiency of China's high-tech industry has improved steadily and has converged gradually across its regions during the market-oriented reform; (2) the marketization degree is positively correlated with R&D efficiency and its regional convergence; (3) the state-owned economy and industry protection have significantly weakened the ability of market forces to shape R&D efficiency — i.e. they reduce, rather than enhance, R&D efficiency.

This investigation helps understand the drivers of R&D efficiency in transition economies, and the findings are also helpful in defining the boundaries and constraints of market forces.

The purpose here is to show how the “shadow” economy has grown in scale and impetus in recent years, though even before modern times it has been present (e.g. the City of London, Shaxson, 2011) since at least the middle ages. The reasons for this have become complicated, but we can identify some “deep structures” that are common. Firstly, “globalisation” made it easier for multinationals to escape national regulatory regimes. Secondly, one of the ways neoliberal trading regulations allowed such actors to augment their assets was by means of what they initially called “transfer-pricing” but which now is officially known as “profit shifting” through tax havens. Thirdly, the growth in international trade in legal and illegal ways caused money laundering – even by otherwise respectable banks – to grow across borders. Conversely, from the supply-side, tax haven status was increasingly accessed by jurisdictions that sought to achieve economic growth by supplying tax haven services, both Delaware and Ireland as exemplars of a “developmental” fiscal policy.

This paper adopts a “pattern recognition” design, an approach that is abductive, meaning interpretive, as shown in the observation that explanation can be valid or reliable without direct observation. This is shown in the indirect observation that “rain fell because the terrace has puddles” or “ancient glaciers once carved this valley”.

Reviewing the European Union’s (EU) list of non-co-operating jurisdictions in support of the OECD’s review of base erosion and profit-shifting activity, Collin concluded the EU’s listing “moved the needle” somewhat but was only a modest success. This is because of its reluctance to sanction its own members or large economies like the USA. Data on foreign direct investment and offshore banking assets suggest listed jurisdictions did not suffer notably from being named and shamed. In all cases studied, this contribution found legally damaging, fraudulent, conflict of interest and corrupt practice activities everywhere.

The originality is found in three spheres. Firstly, the pattern recognition method was vindicated in yielding hard to research results. Secondly, the “assemblage-thirdspace” theory was found advantageous in demonstrating the uneven geography of tax haven clusters and their common history in turbocharging economic development. Finally, the empirics showed the ruses executed by cluster members in tax havens to circumvent the law from global management consultancies to micro-firms consisting of tax lawyers and other experts interacting in knowledge supply chains of dubious morality.