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This paper delves into the enduring influence of Linda Tuhiwai Smith’s groundbreaking work, “Decolonizing Methodologies: Research and Indigenous Peoples,” while examining how the concept of “struggle” has facilitated Māori-centric nursing education.

Utilizing a case study approach, a collaboration between Māori and non-Māori nursing academics describes the development of two Māori-centric postgraduate courses. This approach allows for an exploration of the contextual factors surrounding sites of “struggle” in course development and efforts towards decolonization and indigenization.

The evaluation of a Māori-centric postgraduate course is guided by Smith’s five key conditions for “struggle”. By illustrating the dynamic and intersecting nature of these conditions, the study reveals how various interests, tensions and relationships intersect within academia. We further show how the team actively sought viable solutions to strengthen the Maori nursing workforce and those nurses serving Maori communities through the development of tailored courses.

This case study offers a unique perspective on the tensions inherent in the struggles faced by Māori women and their allies, who utilize cultural frameworks as sites of resistance within Western institutions. We highlight how education can carve out new spaces for Māori within their cultural context and the broader academic sphere. Inspired by Smith’s work, this dialogue transcends academic boundaries, echoing the values, knowledge and experiences of Indigenous peoples marginalized by colonialism.

The purpose of this research is to comprehensively describe the legitimacy of the public library in the 21st century.

The research involved a comprehensive literature review using the Library and Information Science Abstracts (LISA) database with keywords “Library” and “Legitimacy”, combined with citation searches and additional collections. In total, we analysed 159 research articles primarily from the 21st century, with some comparative analysis of pre-2,000 works. The final phase of the research investigated libraries’ legitimisation efforts across various dimensions, examining how they employ rhetoric and theories to maintain legitimacy amidst challenging circumstances.

Through this research process, five dimensions of public library legitimacy emerged; (1) Democracy, (2) Culture and History, (3) Communication and Education, (4) Economy and (5) Librarianship, with the most diverse literature being related to democracy, and its subsections intellectual freedom, neutrality, the public sphere, social justice and social capital.

The outcome of our results indicates that the evolving legitimacy of the public library in the 21st century has become multifaceted, compared to the elements of legitimacy in the 20th century. Contemporary public libraries can continue to utilise the dimensions of legitimacy identified in this study and can reconstruct their legitimacy accordingly.

This case study is designed to enable students to understand the reasons behind the launch of a beauty brand grounded on traditions and culture, understand the strategies adopted by Florasis to establish its presence in the C-beauty space and emerge successful, analyze the positioning of a C-beauty brand in a highly competitive beauty market, identify the issues and challenges faced by a C-beauty brand in its efforts to disrupt the C-beauty space and suggest strategies that Florasis can adopt to emerge as a market leader in the global beauty industry.

Set in 2021, the case study discusses about the emerging C-beauty brand Florasis innovative strategies to promote the brand. Florasis was founded in 2017 with a vision to become a century old national makeup brand of China. Florasis was successful in getting on board a story-telling experience that featured traditional Chinese culture, aesthetics and heritage. It sold cosmetic products with retro packaging, concepts derived from traditional Chinese style, promoting a sense of national pride and nostalgia. The case study highlights the innovative strategies Florasis adopted like influencer marketing through key opinion leaders and key opinion customers, celebrity endorsements, user co-creation programs, social content and network marketing, brand crossovers and collaborations, etc. In April 2021, Florasis became the No. 1 cosmetic company in China with a gross merchandise value of 218m yuan and further the total sales for second quarter of 2021 reached 830m yuan, endorsing its supremacy over other global and local beauty brands in China. However, with success came along a set of challenges. Some analysts pointed that the brand was slow in innovating its product line-up, it focused more on promotions and advertisements and the brand positioning with a single sales channel, the cost performance and quality of the products and excessive marketing campaigns targeting a niche segment. Going forward, what should Florasis do to conquer the global beauty space? Can Florasis aspire to become a digitally empowered global beauty brand? Has it got the momentum? Will its direct-to-consumer model and unprecedented marketing and promotion gimmicks, help it achieve the lead in the global beauty space?

This case study is suitable for students of the graduate and undergraduate programs in management.

Teaching notes are available for educators only.

CSS 8: Marketing.